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…
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.
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.
Psychological horror film Citadel is letting fans view bespoke clips from the movie via an augmented reality enhanced poster.