August 18, 2011

Augmented everything

Cadbury in the UK is helping to launch blippar, an app which allows smartphone users to play games using augmented reality

As part of its Spots vs Stripes Olympics-themed campaign users can play an AR game just by pointing their phone at a pack. With ‘Qwak Smack’, when they point the phone at a Cadbury chocolate bar you see an instruction screen then once the game launches players tap quacking cartoon ducks as they appear ‘out of the bar’ on an augmented-overlay on their smartphone screen. They can submit their score to go into to a prize draw.

via Creativity Online

October 23, 2009

Apps take the lead

As reported in AdAge, “Volkswagen of America is launching the newest-generation GTI exclusively on an iPhone app, a cost-efficient approach the automaker said is a first for the industry” You can read the full article here but to sum up:

VW spent $60 million to launch the GTi in 2006 – this time they are spending $500,000.

Volkswagen licensed the game from Australian developer Firemint, so as well as saving millions be choosing a mobile platform over a 30-second TV spot they save costs by licensing an existing game.

VW is the first to do this and that means huge PR value.

To read a review of the app itself head over to the ADLAB blog.

It will be interesting to see how this works out for VW. Brands have had varying degrees of success with apps but nobody has put all their eggs in one digital basket like this. Good luck.