Media agency MediaCom has partnered with augmented reality platform Aurasma to give advertisers access to high tech mobile and tablet campaigns.
Aurasma uses smart phones and tablets to recognise images in the real world and bring them to life – by overlaying video, animations or games, precisely in context.
The new technology has already been installed on over one million devices.
MediaCom’s client, Universal Pictures, is now using Aurasma to supercharge their advertising campaign for the hit movie Bridesmaids in the UK.
The print advertisement campaign for the film includes major publications such as London titles Metro and Stylist, and leading women’s magazines Closer, More and Grazia.
Readers download Aurasma Lite and point their device to the print advertisement to see the static creative come to life on the page, overlaying a trailer and linking directly to the movie’s Facebook page.
“An influential brand, such as Universal, needs to stay at the cutting edge of digital media and, at MediaCom, we are there to ensure this happens,” said George Dixon, Head of Mobile, MediaCom. “Whilst Universal have completely embraced mobile, they still have a strong commitment to outdoor, print and TV. Therefore, opportunities to tie this emerging channel with traditional media, offering more opportunities for our target audience to engage, are keenly snapped up.”
“Aurasma has successfully delivered a rich execution, tying our print display to mobile and bringing it just a click away from our social media touchpoints. We fully intend to continue to work with Aurasma on behalf of all of our clients, to explore the endless possibilities we believe this technology has to offer,” continued Dixon.
www.aurasma.com
www.mediacom.com.