Online department store Very.co.uk is piloting Blippar
functionality in its advertising this autumn and adding augmented
reality to its magazine adverts.
By “blipping” a four-page fashion advertorial in the
Sun’s Fabulous magazine on Sunday, 28th October, readers could
interact with the nine Very.co.uk outfits shown in the ad. They
were able to view catwalk footage and click through to individual
garments on the etailer’s website. Other content included a
glimpse behind the scenes of the photo shoot that is featured in
the ad.
“Introducing augmented reality into our print and outdoor
advertising is a natural step that we’ve been looking at for some
time,” said Very’s head of marketing Dan Rubel. “By
removing the need to hold your mobile device still over an image
to view video footage, Blippar has succeeded in refining the
concept of augmented reality. This makes it easier and smoother
for shoppers to use when on the move or viewing lengthier rich
media content.”
According to Rubel, almost a third of the traffic to the Very
website now comes from mobile devices. In light of that, before
the end of the year, Very.co.uk plans to test a number of further
augmented reality and mobile functionalities before deciding
which elements to build into its content marketing strategy for
2013.
Share