“Sensory Overdrive”. Land Rover’s Interactive Print Campaign.

This might seem a bit gimmicky but the results are pretty impressive. Y&R NYC created an interactive print campaign with social hooks for the new Land Rover Sport. Using Blippar’s Augmented Reality technology, readers of the ad were encouraged to use their smartphones to unlock additional interactive content. This gave readers an opportunity to experience the car in a tangible-digital way, activated from the large scale print campaign. The campaign became one of Blippars top five campaigns of all time and generated over 66,000 interactions in the first week of deployment.

The video below highlights what the interactive ad actually did and is worth a quick view. This is another great example of how print, and mobile are merging, and how publishing is embracing technology to continue to make the medium viable. I have a feeling we are going to see more and more of this kind of thing in the future. I guarantee as it becomes more ubiquitous, the number of interactions will continue to grow.

 

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