Tag: Mindshare

Knorr Physical Retargeting

In November, a Knorr food truck in chilly Stockholm offered free warm samples of the brand’s tomato and Thai soups. Visitors could eat it on the spot or take home the samples.

To ensure the visitors could also be retargeted through relevant mobile ads, Knorr equipped the truck and the people handing out the samples with battery powered iBeacons. Through these iBeacons, visitors to the truck who had the popular Swedish newspaper Aftonbladet app preinstalled were registered as having been there. Then instead of immediately pushing a coupon for Knorr soup to the user, they waited until the next time the user opened the Aftonbladet app to serve it up through a mobile ad on the start screen.

Ford C-Max Augmented Reality

This is where Augmented Reality in advertising moves from a cool, branded desktop experience to a marker-less, educational interaction. This short film demonstrates how Ogilvy & Mather and digital production company Grand Visual in London have launched an augmented reality campaign featuring the new 7 seat Ford Grand C-MAX car on JCDecaux Innovate’s mall six-sheet screens at shopping centres in the UK.

The campaign allows users to interact with the car simply by holding their hands up to the screen. Virtual buttons allow the user to choose the colour of the car, open doors, fold the seats flat, turn the car 360 degrees and select demos of the car’s key features such as Active Park Assist.

This is the first outdoor augmented reality campaign to use 3D depth imaging technology in the UK. Rather than using a printed marker or symbol as a point of reference for interaction, the user interface is based on natural movement and hand gestures allowing any passerby to immediately start interacting with the screen content. A Panasonic D-Imager camera accurately measures the users real-time spatial depth output and Inition’s augmented reality software merges this real life footage with the 3D photo-real Grand C-MAX on screen.