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After the launch of the new Alfred Dunhill campaign for Autumn/Winter 2011, now the brand is pushing the boundaries of the Voice campaign thanks to Augmented reality. In deed, thanks to a free App called Aurasma, you can basically watch the videos out of the printed ads. Which means that any magazine ad can reveal the videos just under the “eyes” of your telephone.

aurasmaAccording to Aurasma Inc., Aurasma is a radical piece of technology that represents the future of how we use our mobile devices by bringing the physical and virtual worlds together for the first time. Available on smartphones, the app was created out of technology that is capable of recognizing images, symbols and objects in the real world and understanding them. It can then deliver relevant content in real time, including videos, animations, audio or webpages. Using theAurasma smartphone’s camera, GPS, Bluetooth, WiFi internet and its position, acceleration and direction, the technology combines image recognition and a conceptual understanding of the 3D world to recognize objects and images and seamlessly merge augmented reality actions into the scene. Without the need for barcodes or tags, the app is able to see its surrounding environment and make it fully interactive.

Dunhill is taking its campaigns a step further into the interaction with their customers thanks to technology. Thanks to this free App (if you download the Lite version) you can browse the world differently, like adding a 4th dimension.

Do you want to try? Here is the procedure:

For iPhone users, just click on the following link: AURASMA

Then, install the free App. Once you have it installed, open it. The app will ask you if you see an image with an “A”, just say yes.

Then, just point your iPhone to a Dunhill Voice Campaign ad and get the video popping out of the printed ad. Here the ads:
dunhill voice campaign

Dunhill Voice Campaign

Dunhill voice Campaign Rupert Pennefather

Amazing how technology is changing the way we perceive the world.

Here a video that shows my own experience with Aurasma.

So, are you ready for the “Twilight zone” ? Check my previous article for more details about the Dunhill campaign here.