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Blue Star Group launch augmented reality marketing services division

bluestarCommunication services lender Blue Star Group had launched a specialised augmented reality marketing services division under the Blue Star Interactive name, to be lead by creative technologist David Francis.

The devision will deliver augmented reality and contextual marketing services to brands, which the company says “will bring global innovation to the Australian market, helping marketers engage with consumers using the best-in-class technology”.

The new division will allow brands to use new technologies to develop bespoke campaigns through augmented online and print communications.

Kim Lykissas, group general manager – sales and marketing, Blue Star Group said in a statement: “Augmented reality, in conjunction with wearable technologies and the internet of things, will be the largest leap in consumer technology since the rollout of the worldwide web. Our new division will pioneer the most comprehensive AR capabilities in the market, and collaborate with clients on innovation that will move the bar for how brands approach marketing in Australia.”

It will be lead by creative technologist David Francis, who has been with the Blue Star Group for the last five months as as the company’s head of mobile interactive. Previously he has created augmented reality campaigns and experiences for 20th Century Fox, Stockland and Target.

In a statement Francis said: ““Every major consumer tech brand is preparing for the explosion of wearable technology and AR, so marketers need to be ready to take advantage of this next wave. The way that people perceive and experience the world is going to be shaped by these augmented reality tools.

“For marketers today, content is absolutely King. But as readers become users and mobile becomes the first screen, context is now Queen. Augmented reality technology allows us to robustly visualize a clear and defined path to purchase using mobile and tablet applications. And it can collect key behavioural data.”

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