Is it just me, or are a lot of AR apps just a problem looking for a solution? I get the Tissot one, as some watches are much bigger in real life, so it’s great to research and virtually try things on. But this doesn’t strike me as anything more than a PRable bit of engagement exclusively for iPhone users. How many people actually interacted with it, downloaded a brochure or ordered a test drive, or even bought the car? (I’d love to be proved wrong with some numbers?) I know new technologies have push the boundaries, and Audi is a great pioneer that turns these sort of campaigns onto the mainstream eventually. But what about other phone users, and assuming you get the calendar from a dealer / prior Audi experience, how is this interaction going to drive new car users. Interested to see what others think – don’t get me wrong the execution looks great, but does it ultimately achieve anything on a significant scale?

Not trying to pour cold water on the campaign Aden (As this is the forum for highlighting cool consumer engagement) but perspective is often missing from people (myself included) in this industry who live and breathe social media, early technology adoption, and digital brilliance (well, maybe I score low on the brilliance bit…)

It’s just when I speak to my mates who aren’t in this industry or the media at large, (The greater majority of advertisers’ potential consumers, I’d wager) they’re a lot more cynical about executions like this, as they often get over sold – a sentiment our friend Bat_fastard observes.. Now when’s the Pirelli calender coming out ;o)??

Hello,

I agree with the commentaries posted. It is a gadget and like most gadgets you often only use them once or twice even if you had to download the app.
But Audi has some real fans also. Just look at their fan page on Facebook. For the ones who received the calendar (must be for top customers), it is a mark that the brand thinks about them and bring them a nice realization using new technologies (totally matching the brand image and their target) and that would probably surprise them. It is well executed and people always like to get stuff for free and to feel privileged.
The recipients of this calendar may also show it off to their colleagues fanatics like them, just to show an augmented reality app and what can be done with new technologies (or the beautifulness of the car )

iPhone remains the main actor on smartphones and if they had to limit their audience, it was the right system to pick. But this limitation is maybe pity because I don’t think that Android and Audi are incompatible. But Aden has a point when he talks about grabbing app usage stats. Useful for the next projects!

Aden,
The key word in your response is “required”. The problem with AR is that it asks too much of the customer. Yes, it’s cool. Yes, it’s engaging (sometimes). But in the end, there are just too many steps to make it an efficient marketing tool.

Someone’s going to engage with with once or twice, maybe, but certainly not once every month. If I had to guess, their response rate is going to equal that of direct mail.

And this calendar had damn well better sell some cars or do something that puts a customer in the consideration set. If AR is going to exists strictly as a novelty, then Razorfish has sold Audi a false bill of goods.