"Augmented reality" attracts big advertisers

NEW YORK: Coca-Cola, McDonald's and LG have joined a growing number of major advertisers that are using "augmented reality" in an effort to engage consumers with their marketing efforts.

The technology behind augmented reality effectively allows people to view print, online and other similar content in three dimensions via a PC webcam or smartphones like Apple'siPhone.

Forecasts from ABI Research predict the value of this market will rise from $6 million (€4.0m; £3.6m) in 2008 to $350m in 2014, with around half of this figure being generated by mobile ads.

As previously reported, Procter & Gamble, the FMCG giant, has already employed this approach in a campaign for Always, its feminine hygiene brand.

Coca-Cola and McDonald's have now both forged alliances with Fox, the movie studio, to promote Avatar, the 3-D movie to be released in December, through this emerging platform.

In support of this initiative, Coke Zero has developed a dedicated website in partnership with Twentieth Century Fox and Lightstorm Entertainment.

This largely unbranded portal will enable netizens to use special Coke Zero packaging, ranging from cans to popcorn bags, to view AR material once they have downloaded an online application.

Chip York, worldwide entertainment marketing director for Coke Zero, said "we wanted to step outside our comfort zone. In putting together the movie marketing program, we looked at a number of different technology elements."

"Augmented reality is something a lot of companies are playing around with right now, and we haven't," he added.

"There's a rich opportunity to customize content, promotions and marketing. And by customizing messages and providing different messages, we'll be able to tie it into actual business results."

Coke Zero hopes this initiative will particularly appeal to 18–24 year old men, which is the core demographic targeted by the sugar-free brand.

In a similar tie-up with the pioneering film, McDonald's has built a new section of its online hub, aimed at young adults, based around AR.

Moreover, it has developed a game, called Pandora's Quest – which will form part of its virtual world, McWorld –that requires a webcam to play, and is intended for a younger audience.

LG Electronics will also run print executions in T3 and Total Film magazines in the UK, advertising both Avatar and its new Chocolate BL-40 mobile phone.

Readers of these two titles will be able to access a special, three-dimensional trailer for the movie by visiting one of two specific websites.

Earlier this year, General Electric, the technology and energy company, partnered with Popular Science magazine to produce a front cover featuring three windmills that "climbed" off the page.

Kia Motors, the automaker, took a rather different route, adding an AR game to Facebook to champion its new Soul model, with the objective of dropping hamsters into the car with a "virtual magnet".

In the FMCG sector, Nestlé has launched a three dimensional game for Chocapic cereal, while Doritos has broadcast concerts from artists like Blink 182 and Big Boi in such a way.

Topps also "animated" its 2009 baseball cards with augmented reality software, with the players featured "pitching", "fielding" and "batting" as a result.

Data sourced from AdAge, Brand Republic, Smart Technology; additional content by Warc staff, 23 November 2009

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