The Challenge

Unite Top Gear's print magazine with their TV content through Augmented Reality.

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Insight

Augmented Reality (AR) is a new channel in the marketing mix, bringing together print and video, dissolving the distinctions between off-line and online advertising and creating new revenue streams. It helps bring ideas to life in ways previously unimaginable and can also contribute to marketing brands as innovation leaders by association.Being a UK leading creative agency we always strive to stay on the pulse of the latest trends and we believe that Augmented Reality is set to become a key marketing technology in 2012. As such, our team is committed to driving forward the innovation of this medium and delivering our clients the most advanced and engaging AR campaigns possible.

Output

Engine Creative partnered with Aurasma and Top Gear to create the world first fully augmented magazine, utilising our motion graphics expertise to create seamless and engaging covers and editorial content that come to life via the magic of Augmented Reality. The magazine, which has a monthly readership of 1.8m people, has seen a boost in video views as a result of the trials."We have had tens of thousands of video views. Research has shown us that 50% of our readership has access to smartphones and one in four of those [27%] engaged with the video content, and that was just from the first two editions" Publisher, Top Gear Magazine. We are also using our strategic thinking to develop the enhanced magazine further and our 3D modelling capability to find new and exciting ways to interact with readers.
The Payback
  • World's first fully augmented magazine

    Top Gear's December 2011 issue
  • 8+ issues with 50,000-100,000 views per issue

    a 27% engagement rate and a CTR as high as 25%
  • Featured on:

    BBC Click, cnet.com, new media age, TED and Media Week
  • Winner

    of the Editor's and Reader's choice awards at the FIPP awards & nominated for 2 DADI awards

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