LUCOZADE AURASMA – PLAN B & TINIE TEMPAH #AR
ペットボトルから音楽が飛び出すという、AR(Aurasma)を使用した LUCOZADE のキャンペーン
(via http://www.highergroundcreative.co.uk/2011/12/lucozade-aurasma-plan-b-tinie-tempah/)Lucozade Energy, which recently launched The YES List – featuring seven limited edition bottles designed by some of the UK’s hottest music artists – is keeping the campaign fresh and front of mind with a new Augmented Reality venture through leading integrated agency Billington Cartmell.
Working closely with Aurasma, Billington Cartmell exploited an innovative feature of the technology, ‘cylindrical mapping’, where the Aurasma app’s interface recognises the 3D surface of the Lucozade bottle and augments it with exclusive video content – an industry first. Once a smartphone equipped with the app is pointed at Plan B or Tinie Tempah’s limited edition bottle the design suddenly springs to life with the artist themselves directing fans to watch the ‘making of’ documentary with a simple touch of the screen. A clever bit of marketing!
