CK One started a new campaign called “Decode” featuring outdoor and magazine advertising image that required to be unlocked using a mobile app for iPhone or Android in order to see what happens.
The concept is simple and is based on Image Tagging technology, the user must direct the smart device’s camera to the billboard or magazine page to unlock a video with Augmented Reality view that shows what happens in the scene promoted in the campaign.
The concept of UNLOCKING CONTENT is not ‘something new’, but it is being used more and more meaning that brands begin to understand it and use it in their campaigns. The most recent example is Devassa Bem featuring Paris Hilton where it all starts in a TV ad that invites users to go to the website to find the sequel.
The degree of interactivity of a digital campaign is based on the amount of touchpoint between the virtual and the physical world, and there are more touchpoints, and more user involvement and therefore the success of independent originality ‘and the shape.
Another similar campaign was made almost a year ago in Europe by AXA Assicurazioni and recently adapted to the new concept for TV commercial ads. This is their latest campaign: