In January 2014 Land Rover launched a new Range Rover Sport. Realising a regular print ad didn’t have the capability to show the cars diversity, Land Rover decided to put the reader in the driving seat by publishing a multi-sensory print out to show the versatility, power and speed of the car. This case study looks at how the car maker used augmented reality to become one of the most successful Blippar apps yet.
Using the image recognition app Blippar, users scanned different images in the advert with their phone to trigger different sensory experiences.
For example when scanning an image to show the cars off road capability, the user’s phone plays a video and vibrates according to the terrain.
Another image transforms the users phone into a virtual gas pedal, by tilting the phone up and down the engine will rev accordingly.
The final image causes the users phone to play a video demonstrating the cars speed, showing a world record drive at Pikes Peak. After experiencing the Range Rover Sport users are then invited to share their experience via social media.
What’s the viewer’s experience?
The viewer is able to experience the diverse capability of the car in a unique and engaging way. Adding the multi-sensory feature brings the print out ad to life. This campaign has been effective in engaging users who can then share their experiences on social media.
How does this boost Land Rovers digital marketing?
This campaign was a huge success for Land Rover, in the first week of the campaign launch it reached over 66,000 interactions and was in the top 5 of Blippar’s most liked, shared and interacted with in experiences in Blippar’s history.
