Over the last year we have seen some initiatives on Augmented Reality (AR) applied to marketing collateral and editorial content. But now AUDI is launching an AR campaign to promote the R8 supercar.
AR is recognition technology that allows a person to see additional content such as a video, 3D imaging or web editorial when scanning a symbols on a printed media. So you think here we go again. Another piece of technology which is difficult to incorporate in daily marketing processes, another investment needed from your superiors with no real arguments, another nifty gadget with its true potential unknown.
But AR is different. For years we have been focussed on creating multichannel campaigns, aligning collateral production workflows and creating channel agnostic content. AR now brings it all together. We can use this technology to engage our customer and we can now track the use of mass media like its direct media. We can expect marketers to struggle with the application of AR and the integration into the marketing processes. But we will offer our customers a great 21st century experience and in that process become 21st century marketers.
Watch the movie at Audis UK Facebookpage
