Aurasma

Aurasma: consumer use of AR is low, but growing over time

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…

Seven awesome augmented reality campaigns

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.

Budweiser strengthens FA Cup ties with Aurasma

Budweiser, to promote its sponsorship of the FA Cup, has updated its Man of the Match app to allow users to pose with a replica of the trophy by pointing their smartphone at a branded beer mat.

Budweiser Interactive is a new section within the app, powered by augmented reality technology Aurasma, and brings to life “anything from an advertisement in a match day programme to a beer mat”.

Citadel uses Aurasma powered augmented reality poster at SXSW

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.