For artists and designers, augmented reality is becoming a very powerful tool. In the UK, several musicians, and advertising firm and a mobile app developer have teamed to participate in the latest campaign from energy drink company Lucozade Energy. The company has a keen interest in augmented reality, believing that the technology will help them reach consumers in a more dynamic way. The campaign seeks to combine artistic expression with interactivity, using augmented reality to make everything engaging.
Billington Cartmell, the advertising firm in charge of the campaign, is building the initiative around the Aurasma AR platform. The agency has tasked seven of the most popular musical artists in the UK to design custom bottles for Lucozade. Each of these bottles will have its own augmented reality experience that is linked to the artist. Consumers can find a wealth of exclusive digital content from each artist by using Aurasma to initiate the AR experience.
While augmented reality is growing increasingly common in the world of marketing, consumers are still relatively unfamiliar with the technology. The campaign is poised to shoot the technology into t he limelight and ensnare the interest of tech-savvy consumers that are eager to try out the latest developments in both marketing and technology. AR is on track to become one of the most powerful and widely used technologies in the world, especially in terms of marketing.
