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Augmented reality is becoming a common feature in marketing campaigns, yet there’s little evidence to suggest that it is catching on with consumers.
AR app Aurasma is making a huge effort to build awareness of the technology, and now works with more than 5,000 partners ranging from advertisers to schools.
One of its most successful partnerships is with Top Gear Magazine, which now embeds digital content in every monthly issue.
It has also worked with Universal to promote the new Jurassic Park DVD, and David Cameron is even said to have the app on his smartphone.
To find out more about how AR works, I spoke to head of partnerships and innovation Matt Mills…
Augmented reality ads are slowly making their way into the mainstream, with more and more brands using the technology to engage consumers with hidden digital content.
However, while marketers are all too keen to trumpet their AR trials, stats around consumer engagement are like hens' teeth.
But following on from our post highlighting six successful uses of QR codes, we have found one or two examples of successful AR campaigns.
The Guardian ran its first augmented reality (AR) print ad on Saturday featuring an embedded competition and video content to promote its iPad edition.
Readers were able to access the digital content using AR app Blippar.
If using an iPad, the ads also linked the user directly to the App Store so they could download The Guardian iPad edition.
Psychological horror film Citadel is letting fans view bespoke clips from the movie via an augmented reality enhanced poster.
Realise Digital collaborated with Sigma Films and Bl!nder Films to create buzz ahead of the premiere, which took place at the SXSW Film Festival in Texas this weekend.
Once you've installed Aurasma's app, simply point your mobile at the poster (which has been appearing around Austin) to reveal unique edits of scenes from the film.
Where previously, film posters have simply augmented trailer footage within offline film marketing, the Citadel poster is a bespoke edit designed specifically for the festival audience. Viewers are then invited to interact further via Facebook.
Taco Bell is using augmented reality (AR) and QR codes to build on its social marketing campaign for the launch of Doritos Locos Tacos.
The new taco, which comes in a nacho cheese Doritos shell, was launched yesterday after several weeks of promotional activity on Twitter and Facebook.
This included a Twitter competition last month, which asked people to retweet the name of the product and drummed up a serious amount of buzz in the process.
Yesterday Starbucks launched their new Valentine's augmented reality (AR) cups. It's quite a clever way to get customers to not only drink their morning coffee but to buy one for a loved one.
All you need to do is download the app from Starbucks and you can "experience your valentine" as the heart on the side of the cup comes to life.
Net-A-Porter has celebrated the launch of its latest collection with Karl Lagerfeld by creating five augmented-reality enhanced events around the world.
The luxury online retailer took Lagerfeld on stage at Le Web last year to announce the partnership, and has now made the range available to buy alongside a range of interactive features on its site.
Tesco has today launched its first augmented reality programme that will allow customers to view 3D images of more than 40 products from the electronics and entertainment sections both instore or online.
Powered by augmented reality firm Kishino, people can use computer terminals now located in seven Tesco stores across the UK to scan a product code or Tesco Direct catalogue.
Blippar, the mobile augmented reality app, is being used by Waitrose for its 'School of Christmas Magic' campaign.
Ambarish Mitra, co-founder and CEO of Blippar, told us that the retailer’s ‘pause and blipp’ concept first aired during The X Factor and Downton Abbey this past Sunday.
Augmented reality is perhaps one of the coolest technologies to emerge in the past several years. It's not difficult to understand why -- just look at these cool augmented reality videos.
But can augmented reality really create business value for fashion retailers?
Say what you will about Hollywood's lack of creativity, but the industry is decidedly innovative when it comes to movie promotion. Take augmented reality, for example. At the AR Immersion 2010 event in Los Angeles, execs rattled off examples of movie and TV studios using augmented reality (AR) to drive ticket sales, video on-demand purchases, and DVD sales at retail.
AR development firm Total Immersion hosted the event. Jason Smith, the company's manager of pre-sales and product marketing for North America, outlined three ways these movie and TV studios are making AR part of their marketing plans.
Augmented reality (AR) advocates say that it's time for companies to start adding the unique blend of physical and virtual interaction into marketing plans now. While some brands still appear mystified (and scared, perhaps?) of the technology, others are proving that AR can serve as a highly effective, interactive marketing tool. CPG giant Nestle is the latest brand to experiment with AR, using it to turn an ordinary advergame into a memorable experience.