Virtual engagement a hit at Auto Expo

An augmented reality (AR) campaign designed by Hungama Digital Media for Mahindra XUV500 seems to have wowed the Auto Expo visitors in New Delhi. Those attending Auto Expo can virtually interact with a cheetah. Visitors are required to stand on a marked area while a big screen over the XUV model shows a cheetah walking in and standing next to the visitor. When the image is captured, it shows the visitor with the car and the cheetah.

Augmented reality takes the viewers current surroundings and adds layers of images or objects to it. Other brands like Hallmark, too, have used augmented reality with some of the cards they sell. When you hold your card up to a webcam, the images will seem to come to life on the computer screen. Apple iPad 2 has an AR Magic Mirror application which imposes hats, masks, hairstyles or other objects onto the user's face and makes it look like a picture of you actually wearing a particular hat or hairstyle.

A lot many premium brands have already jumped on to the band wagon, recognizing it as a key driver for brand communication and customer engagement. Carlton D'Silva, chief creative officer, Hungama Digital Media, said, "We have also created a website and WAP site for Mahindra that allows users to experience the Auto Expo, as if they are visiting the show. The homepage shows layout of the Mahindra stall just as it is on ground." Hungama has also created iPad applications, digital brochures, cut-out applications for the company.

In the second phase of the digital campaign, Hungama will promote the AR campaign on video and social networking sites.

"Just as Kolaveri went viral and created a craze, we are hopeful that Mahindra's AR campaign will also get people to talk about it online," said D'Silva.

Hungama's earlier AR campaign with 7UP (You Click, I Dance), too, caught a lot of attention with youth. The campaign had Tollywood actor, Allu Arjun perform seven different dance styles hosted on a website and to participate, users were required to download an app that can view a 7UP marker (or code) embedded on bottle. The camera automatically detects and decodes the marker and downloads the dance videos.

Augmented reality is set to become one of the newest innovations for the advertising industry, superimposing graphics, audio and other sense enhancements from computer screens onto real time environments.