Jaguar has taken a clever initiative to make users aware of its latest villain-themed promotion. By linking print ads with digital content it will make people aware of their brand. Print ads in GQ, Condé Nast Traveler, Wired and Condé Nast’s Vanity Fair magazines are linked with digital content and can be accessed by the users using the Blippar app for Google Glass and other mobile devices. Last month, the “British Intelligence” campaign of Jaguar had launched and the app is a part of it. The campaign builds on “Villains’ Lair,” which made its debut at the Super Bowl this year.
An Augmented Reality Experience
To experience augmented reality, users need to download the Blippar app and scan the print ads of Jaguar with this app. The ads which promote the brand’s XF and XJ models will provide the required AR experience to the users by showing a multimedia window instead of a static ad. This will provide the users of the app an opportunity to explore the home of the latest villain of the brand, which is played by actor Nicholas Hoult.
Additional versions of the TV commercials along with a web video, a photo gallery and a peek inside the XJ model of the automaker are some of the content which will be visible to the users of the app. The content is same on Google Glass and a smartphone. However, the view of the interior of the car seems better with the wearable device. This is because it uses an inbuilt gyroscope sensor which changes the view of the person on the basis of his/her head’s position.
Telling the Story of a Brand
According to the communications manager at Jaguar North America, Joe Torpey, as per the social media and consumers’ feedback obtained during the move from British Villains to British Intelligence, there was a strong need among the public to see and learn more. He added that from the marketing viewpoint, this is a great opportunity to start telling the story of the brand and display the innovation and the technology used behind the development of the Jaguar car models.
To get this campaign on road, the car manufacturer teamed up with Spark44 and Mindshare. The augmented print ads will be available in the relevant magazines through March. So, if you want to experience this innovation, you can download the Blippar app and start blipping the ads.
What about you?
Are you going to use the Blippar app to check out these print ads? Do you think more such auto manufactures should use AR for promotion? Share your thoughts with us in the comments below.
Image Source – jaguar.ro