PUMA launches augmented reality app
The PUMA VISAR app educates consumers around PUMA’s top performance running and football product, the Mobium v2 running shoe and evoPOWER football boot. The free interactive app comes to life when an iPhone or Android phone’s camera is held over the PUMA magazine advertisement, or in-store or schoolyard poster, bringing each shoe to life in 3D, and highlighting the various technical aspects of each one.
“When PUMA launches a new performance technology,” explains PUMA Marketing Director, Brett Bellinger, “we are always faced with the problem of communicating a brand image that really beautifies the product, or a technology image that talks the latest in technical features. The PUMA VISAR app allows us to do 2 in 1 – we can use the brand image inside our print ad, as the main marker element, thereby communicating the beauty of the product or the asset using it and, by simply using the app, we can bring all the features and benefits to life. It really solves a general communication problem we have when faced with short-lived campaigns with high tech features and limited budgets. This approach also creates a highly engaging experience for our consumers.”
Behind the project is award-winning digital agency, Gloo. CEO, Pete Case, comments, “We aimed to showcase the technology behind PUMA's innovative performance shoes using an equally innovative, digital communication. This took the form of an interactive app that pushes the limits of augmented reality technology on mobile devices. The PUMA VISAR app creates a digital layer that brings the PUMA footwear innovations of Mobium v2 and evoPOWER to life in 3D. Using the capabilities of smart mobile devices, this allows consumers to experience the performance benefits of these features in a fun and interactive environment.”
PUMA is giving consumers a chance to win one pair of Mobium Elites and one pair of evoPOWER football boots by simply downloading the free application from the iTunes app store or Google Play. The competition is open to South Africans only, and closes at 5pm on Friday, 28 February 2014.