It is imperative for car companies to be associated with cutting-edge technology, but at the same time avoid anything potentially seen as superfluous. So, Mazda’s announcement that it was using augmented reality in its latest campaign came as something of a surprise.
Augmented reality has, until now, been rather gimmicky – 3D lapdancing girls appearing out of 2-D paper, and the like. However, JWT’s new augmented reality application – Layer – is something different, something potentially very useful. By integrating Google maps into its service it allows users to see what is happeningaround them by displaying real-time digital information on top of reality.
Mazda has built the first ‘layer’ on the new network. Through a combination of QR codes and barcode technology consumers can scan special Mazda ads in the traditional press with a smartphone and find all available Mazda dealers within the vicinity. The tagline on the video demonstrating the new service is: ‘From magazine to Mazda in 80 seconds’.
And where Mazda lead, it looks like others will follow. 10,000 applications were downloaded in the first two days and JWT says it has clients wanting to build ‘layers’ in Amsterdam and Russia.
BRAND: Mazda
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