In an Australian first the specialist Mazda division at Clemenger Harvie has incorporated augmented reality to its latest group af advertisements for the Mazda BT-50.
 
Using a cue from the printed ads, the technology allows consumers to view video content that automatically interacts with the image. To view the additional content, readers are able to download Aurasma Lite from the App Store or Android Market, launch the app and point the mobile device’s camera at the print ad and watch their screen come to life.
 
Chris Ivanov, group account director of 1Mazda at Clemenger Harvie said augmented reality had the ability to bring new and old media together.
"It is an appropriate channel to give the audience more," he said. "Given the new Mazda BT-50 has been launched using the theme More is More, augmented reality fits perfectly. We’re bringing to life the More is More positioning by incorporating an extra, unexpected element in our print ads.”

The first print ads featuring the augmented reality cue began appearing yesterday in selected newspapers and consumer and trade magazines.

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