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Book Comes to Life in ‘This Dark Endeavour’ Augmented Reality Campaign

How do you make a book come to life? With Augmented Reality of course! Publisher HarperCollins wanted to reach their target demographic of  12-17 year old girls who are attached to their smartphones.

Nielsen report that 40% of adult US mobile phone owners have a smartphone as of July 2011, and expect smartphones to become the majority by the end of 2011. IMS Research expects 420 million smartphones to sell in 2011 or 28% of the mobile handset market. They predict this figure will rise to over 1 billion in 2016 (half the market). – Email Marketing Reports

The publishing company decided to hire Dentsu to create an augmented reality guerrilla marketing campaign to boost book sales and get the target audience to learn about the book.

Augmented reality (AR) is a term for a live direct or indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished rather than augmented) by a computer. As a result, the technology functions by enhancing one’s current perception of reality. By contrast, virtual reality replaces the real world with a simulated one. – Wikipedia

HarperCollins and Indigo Books Host In-Store AR Experience for The Dark Endeavor

Dentsu Canada has created a unique augmented reality experience at Indigo, Chapters and Coles bookstores across Canada. Using the newest technology in mobile apps: markerless AR, the installation promotes the release of Kenneth Oppel’s novel, This DarkEndeavour. Participants can also experience a similar augmented reality animation using their webcam at home.

The ‘Dark Endeavor‘ app is available as a free download in the Android app Market.

What do you think of this campaign? Would you consider using augmented reality?

Advertising Agency: Dentsu, Toronto, Canada
Executive Creative Director: Andy Manson
Art Direction: Andy McKay
Writer: Shelly Dwyer
Producers: Cameron Moffat, Dave Medlock
Augmented Reality Development: SplitElement Inc.
Animation: Pyramid Attack
Sound Design: Randy Knott
Audio Production: Grayson Matthews
Published: September 2011

Written by Ryan Lum

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+


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