An augmented reality (AR) campaign devised for Just Eat has resulted in social media interactions converting into sales.

Produced by Byte London, the AR experience ran on Facebook and allowed users to see their favourite takeaway floating into their mouths via their phone’s camera app.

The campaign saw a total of 102k unique interactions, with 10% of those users going on to place an order.

Ben Carter, UK marketing director at Just Eat, said: “Too many people dismiss AR as just another marketing gimmick.

“Our Facebook AR experience demonstrates that with the right creative approach and strategic implementation, AR can provide incredible engagement while at the same time driving real world sales.”

The AR experience formed part of the digital strategy for its advertising campaign The Magical World of Just Eat.