Blog Review (brandweek) : P&G Tries Augmented Reality

Please have a look at this article : Brandweek
Procter & Gamble is testing the waters for “augmented reality,” a form of digital technology that’s driving a new campaign for Always Infinity. The packaged goods giant hopes to give consumers ways to interact with its ads like never before.

The fem care brand is among the first P&G brands to use AR, which combines real-time and digital footage to create an on-screen image via a Web cam. Advanced cell phone technology has also allowed iPhone users to download an image and hold it up to their screen, producing the same results. P&G’s campaign includes both paper-to-screen and a mobile component.

The packaged goods giant is running print ads in September issues of teen magazines, including Seventeen, Star and Teen Vogue. The ad, available for download via, asks consumers to print it out, hold it up to their Web cams and watch a “magic trick” come to life. The result is a white rabbit that pops out of a magician’s hat (the image on the page), along with the words, “irresistibly soft.”

Like P&G’s current campaign, “Works like magic,” the new effort, via ad agencies Digitas in Boston and Chicago’s Leo Burnett, is meant to build awareness for its Always Infinity brand, which boasts super absorption powers. (Always Infinity launched last October.) more

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