Brands have truly fallen in love with augmented reality over the past year and have made the technology the cornerstone of a number of high-profile experiential marketing campaigns of late.
The most recent augmented reality activation is brought to you by BBC Home Entertainment partnered with Appshaker Ltd. In support of the new BBC/Discovery Channel “Frozen Planet” DVD, 3D scenes were constructed and augmented reality was used to make mall shoppers feel like they were interacting with polar animals.
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The tour only ran from April 19 – April 22 in New Jersey, Illinois and California malls.
This activation is very similar to the one Disney ran in Times square during the Holiday season and National Geographic conducted in a mall (also an Appshaker project) late last year. These kinds of over-the-top AR campaigns are a great way to grab attention and draw a crowd, although I am not sure if only three stops on this tour is enough to make the investment in the technology worth it.