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11/11/2011 / loyaltymarketingnews

Heineken’s Print Ad For Dublin Music Festival Rises To Life

Green Spheres Weekender, which includes Aloe Blacc, The Drums, Wild Beasts, and SBTRKT is coming to Dublin from December 1-3, and  Heineken‘s ad campaign in Irish Metro Herald has some hidden previews for the tech-savvy reader. What looks like a regular print advertisement for a music festival actually has some cutting edge technology, giving advertising an entirely new interactive dimension.

The ad uses Blippar, which is an app platform that uses image recognition technology in order to turn an advertisement into a trigger for digital content. It’s aimed specifically at advertising campaigns, taking QR coding to another level by linking image recognition to augmented reality. Augmented reality combines what’s in the real world with computer-generated imagery, enhancing the audience’s experience. It can add graphics, sounds, and more to the real world, which as you can guess, opens the door to a whole new world of what a simple advertisement can accomplish.

Readers are instructed to ‘Blipp’ the Heineken music logo in the add for ‘further entertainment,’ and when the user places her or his smart device over the ad, and then a digital projection of the Heineken blimp appears, with a button that leads to a preview for the upcoming music festival. CEO of Blippar Ambarish Mitra said that the ad campaign generated tremendous reader response.

We love this idea for a music festival in particular, as it enables readers to connect to the event through sound, as they should.

 Heineken

(via PSFK)
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