Last week I wrote an article that asked whether Argos is doing enough to integrate digital technologies into its print catalogue.
The retailer has a number of QR codes dotted throughout the magazine as well as ads for its click-and-collect service, but I felt that it could do more to embed extra content within its pages.
As it turns out, Argos has actually been trialling an interactive catalogue in the north east of England that uses Blippar’s augmented reality technology.
Argos was nice enough to send me a copy of its special edition, so here’s a look at how the technology works...
Mexican restaurant chain Chiquito and cider brand Bulmers have become the latest brands to launch augmented reality (AR) marketing campaigns.
AR marketing is fast becoming a common marketing tool, and last month we highlighted seven clever uses of the technology, but Chiquito is one of the first examples we’ve seen of an AR game aimed at children.
Placemats at the restaurant chain contain a kids’ food menu and a video game that can be accessed using AR app Blippar.
In the game creatures emerge from the placemat and the player has one minute to hit as many as they can.
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.
We’ve reported on several major brands using AR for marketing campaigns, including Waitrose, Nestle, and Tesco.
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.
Nestle has unveiled a new augmented reality (AR) promotion on its Kit Kat wrappers that allows customers to play virtual football using their smartphone.
By scanning the packaging with free AR app Blippar users can access the Euro 2012 table football game where they have to build a high score by saving as many shots as possible.
All scores will be posted to the game’s league table and one person will be chosen at random to win €2,012.
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.
Southampton FC has launched an ad campaign that uses augmented reality to embed extra content within banners around the city.
Fans can use the Blippar app to access the club’s mobile website, team shop and ticket office.
Users can also add their face to the Southampton team huddle and share the image using email, Facebook and Twitter.
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.
We wrote about Blippar back in May before it launched, but now the app is out there and major brands are on board, we can see how well this alternative to QR works.
This week, Tesco has been running ads in several national newspapers, with 'Blippable' content for users with the iPhone or Android apps.
So is Blippar a better alternative to QR codes, or does it still suffer from some of the same drawbacks?
Blippar, which launches in a few weeks, is a new augmented reality mobile app, which aims to make it easier for mobile users to interact with offline advertising.
The apps use image recognition to launch interactive content on the user's phone, so an image or logo on the ad is the trigger to launch content on the phone.