L’Oreal and Grazia magazine have launched an augmented reality (AR) ad campaign starring North East’s sweetheart Cheryl Cole (or is it Tweedy again?).
Promoting L’Oreal’s Glam Shine Reflexion lip gloss, the campaign is said to have been designed to introduce “an original and memorable cross-platform push”.
Set to run in issues throughout June and July, the campaign will direct readers to a website where an embedded AR symbol will activate when holding up a webcam.
An exclusive behind-the-scenes film of the making of the TV commercial will then launch allowing readers to see Cole “come to life off the page”.
This is not the first time Grazia has used AR technology. Last March they had cover star Florence and the Machine singing “You’ve got the love” in 3D.
According to Lisa Tookey, associate media director of Grazia, the AR initiative “underlines Grazia’s unrivalled ability to deliver a unique environment to reach, influence and engage with an upscale audience”.
So if you fancy a little Cheryl ColeSlashTweedy in your bedroom, give it a go.
Source: Marketing Week
Tags: 3D, augmented reality, Cheryl Cole, cross-platform, digital marketing
Posted in News Roundup