Media agency MediaCom and augmented reality platform Aurasma have joined forces in order to bring advertising campaigns to life.
Aurasma uses smart phones and tablets to recognize images in the real world and bring them to life - by overlaying video, animations or games in context. The technology is installed in over one million devices.
MediaCom's client, Universal Pictures, is now using Aurasma in the UK to supercharge their advertising campaign for movie Bridesmaids. The print advertisement campaign for the film includes publications such as the Metro, More and Grazia. Readers who have downloaded Aurasma Lite 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.
George Dixon, head of mobile at MediaCom, said: “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.”