Mazda media first turns print ad into video
Mazda has claimed a media first with a print ad that, with the aid of a smart phone, plays video content.
To view the video content, readers are invited to download Aurasma Lite from the App Store or Android Market, launch the app and point their mobile phone at the Mazda BT-50 in the print ad.
The augmented reality print ads will appear in News Limited metro newspapers from tomorrow and in selected magazines from the New Year including Wheels, Men’s Health, 4×4 Australia and Fishing World.
It feels gimmicky.
First, I have to download the Aurasma Lite application, and then download the content, which turns out to be the TVC spot I saw on television last night. And this is more why?
I’m guessing the next contact point will be Aurasma asking me to update my subscription from Lite to paid.
Course it’s a gimmick, but a first might get a bit of attention. Might.
Be interesting when there’s an actual creative idea behind it, rather than just playing the TVC. Hopefully the gimmick hasn’t warn off before it’s executed well.
Love to know the number of successful uses of it “in the wild”, though strangely these kind of press releases never get much of a follow up like that.
The aurasma lite app is ridiculously slow. There are much better platforms in augmented reality space today. Every demo of aurasma is seems to be video of which most are tv commercials anyways. I don’t see any value add by these guys.
Clever idea. Sounds like a lot of dicking around though.
Just a shmancy qr-code, isnt it?
will it sell cars?
Does it sell cars? Perhaps VW could share some insight having used this technique in Norway in March 2011. In the US, Esquire and CBS fused print and video content in 2009.
Media first, what a joke…….a print medium trying to maintain relevance, a creative agency charging rediculous fees and a media agency with no accountability of ROI.
I bet it never runs again……
What’s the target demo for a Mazda BT50?? Am I missing something or has builders / brickies / plumbers and all traders now changed their titles to technology guru’s.
If a ‘plumber’ had time to read a paper, download an app, scan a newspaper ad to watch a TVC that they will see on TV that night (if the media plan is right of course) then please let me know their name as I DON’T want them at my house….
Mazda has claimed a media first with a print ad that, with the aid of a smart phone, plays video content*.
*First within the PU/CAB4x4 segment within the automotive industry in Australia by a Japanese manufacturer appearing within News Limited publications.
First in Australia maybe. I do admire the fact that Mazda has recognised that using print in this way is more engaging than just a static ad. But feel they are not getting the point that they should be customising their content and advertising depending on the medium and what they are trying to say. Case in point being the AXA ad that ran in a Belgian newspaper a year or so ago: https://www.youtube.com/watch?v=LGDNxb_pI4M
Still valiant effort and hopefully they do get a good response in the form of click throughs and requests for test drives. Maybe that will mean that next time they will take the execution a little more seriously and execute it more creatively next time.
actually – Not Aguru – plumbers are not the techno dumb bastards you think they are!! They’re smart thinking small business owners. Keep you’re outdated stereotypes – It’s the smart operators (who yes, actually know how to use this new-fangled inter-web) – that’ll understand new materials and new and better ways of working!
Good on you Mazda – I BLOODY LOVE IT!
We’ve had a number of AR campaigns here in NZ to date from print to t-shirts which all utilise mobile devices to showcase additional content. Mazda claiming a media first is a bit rich as this technology has been around for quite a while…………..
I really can’t fathom how anyone would feel it worth their while to stop reading their paper, download an AR app and watch this TVC.
The augmented reality “reward” to the viewer would have to be pretty damn good to justify all that effort. If the effect is truly enjoyable then I think some people might download the app and follow through (word would spread through social media, like what has happened with Toyota IQ’s augmented reality clip), but if it is just to see an extension of an advertisement then I don’t think it will work.
Can someone please confirm how this is a first?
I’ll eat my hat if there’s any additional ROI that was achieved by implementing this as AR.
Wow, that sounded really mean.
Content of value to the audience would improve this idea tenfold.
Perhaps behind the scenes glimpses of something the audience is interested in, or exclusive film clips.
Let’s think beyond the TVC.
This is definitely not a media first! When Toyota FJ Cruiser launched in March this year content (not a TVC) that was distributed across multiple platforms was also extended to Video In Print.
Assuming tradies (even if they like to watch ads) or anyone else, would want to go to such lengths to watch just a TVC is a big call.
Even though there doesn’t appear to be much value for the user, I still think it’s pretty cool. As marketers I think we become jaded and desensitized to things like this as they quickly become old. But if I was someone who didn’t work in marketing I would think an ad in the paper coming to life would be way cool.. kind of reminds me of the books coming to life in harry potter.