In the flesh, this German auto magazine ad for the new Mini Cabrio looks normal, maybe even irrelevant. But do as the instructions tell you, and this is what you get:
Mind blown? Mine was. Although I admit, my initial thought was, "Why?" But then again, it is a pretty cool, not to mention ground breaking, innovation. When you hold this ad up to your computer's webcam and you get a 3-dimensional model of the MINI Cabrio. You can rotate it any which way and see a detailed view of every angle, even of the interior of the vehicle--something you wouldn't be able to do up close and personal unless you went to the dealership and viewed the car. Now you can take a tour of a car just by sitting in front of your computer. Of course, you still can't drive it right there... This augmented reality approach could be a whole new standard for car advertisements that brings the consumer a very personal experience with the ad they could not previously get with normal print or TV ads for cars.
This video of how this ad was made is pretty interesting:
AND you can try this out with a downloadable PDF here.
Maya, what a brilliant find. Absolutely fantastic use of augmented reality and excellent integration of print and technology.
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