blippar has helped Mercedes-Benz create the world’s first ever augmented reality advertising campaign in car showrooms as part of the ‘Escape The Map’ campaign.
The TV ad for the campaign was launched during the weekend, following character Marie as she becomes trapped in her C63 AMG Coupé car in a version of Streetview.
All the billboards and showroom displays are enhanced with augmented reality content, which can be accessed by using the free blippar app. The content will explain what customers need to do to help Marie and win the car, as well as driving people to the Mercedes-Benz’s online game and Facebook campaign page.
Ambarish Mitra, CEO of blippar, said: “We’re seeing more and more big-name brands run integrated advertising campaigns that combine TV, outdoor and digital marketing – but now digital also includes augmented reality to bring things to life and attract a younger audience.
“Mercedes-Benz is the first car brand to take augmented reality into its showrooms, but we expect more to follow as the potential of this technology becomes apparent.”
David George, marketing director at Mercedes-Benz UK, said: “Escape The Map is a bold brand-sharpener – it presents Mercedes-Benz as a vibrant, fresh, aspirational premium brand, and shows people a new side to one of the most prestigious companies in the world. The interactive element is vitally important too. We’re talking to a new generation of people who double-screen or even triple-screen – watching TV whilst browsing on their iPad or smartphone.”