Did anyone give this a try during the Australian Open? It was an ongoing “Augmented Reality” campaign activated via your Mobile phone, through the TV coverage of the grand slam event.
Available for both iPhone and Andriod, any time you captured the KIA logo through the app, it would activate an interactive 3D Augmented Reality experience for the new KIA Optima that allowed you to explore the car’s features, change colours and turn the headlights lights on and off. The app also crossed over into a number of print executions throughout the event. Created by ExploreEngage.
[...] : Digital buzz blog SHARETHIS.addEntry({ title: "Kia et la réalité augmenté", url: [...]
It was great to see this in action. Good to see AR in the main stream TV sector.
hmmm – i don’t think people are thinking about the audience or the channel. Would you get up from your seat and do this in reality? Why. Tv is passive and you miss half the match. Technology for the sake of it is not the right application…..
[...] Kia Augmented Reality [...]
[...] people to download your app in advance as the mechanic for ‘getting involved’. KIA went some of the way with their adverts earlier in the year but they were in the background of the Australian Open. What [...]
[...] Kia’s augmented reality campaign is a noteworthy case study of what can be accomplished with the technology, if done right. KIA expertly bridged the dual-screen TV and mobile device user gap for the Australian Tennis Open. The campaign connected TV and mobile with 3D content. By pointing a smartphone at the KIA logo on TV, the viewer activated the AR app that created a 3D representation of the KIA Optima. Even after the logo left the screen, the representation remained via their snap-to-screen feature extending viewer engagement. Explore Engage, which did the campaign, has said they are going to merge the concept with gaming, polling, and other interactive features. [...]
[...] 4. KIA: Augmented Reality TV Ads [...]