Augmented reality platform released by Audi with Somo

Audi Augmented RealityThis new smartphone friendly experience will help users to be able to bring their brochures to life.

Audi has just announced the unveiling of its Audi Vision augmented reality platform for mobile devices, which will give consumers the ability to use their smartphones and tablets to bring the brochures to life.

The Audi Vision platform will be simple and straightforward to use for smartphone and tablet owners.

It is designed to allow the user to simply point the device at one of the vehicle manufacturer’s spring price and specification guides for 2013, and take a “picture” that will transform the printed pages of the brochure into a full augmented reality experience that includes additional pictures, video, and even more content.

The company hopes that the augmented reality experience will reflect the innovation of the brand.

According to the Audi UK national digital manager, Hugh Fletcher, “Audi Vision is the most innovative digital project we’ve undertaken to date and most importantly it supports a key developing trend in marketing; the overlap between digital and CRM. Applying Audi Vision to our brochures is just the beginning.”

Fletcher also added that over the years to come, the augmented reality Vision platform will be applied in a large number of different marketing channels, as well as to enhance both printed and digital materials, and to provide an improved in-center experience. He hopes that this will “allow Audi fans to really get under the skin of our cars.”

The augmented reality application was designed for Audi by Somo. It is available for Android phones and tablets, as well as iPads and iPhones. The global innovation director at Somo, Maani Safa, said that “Audi is leading the way in the AR sector, embracing mobile-first and placing it at the heart of its digital strategy. We are proud and excited to be helping them pioneer the next generation of digital marketing.”

When the Audi Vision augmented reality grabs onto any specific brochure that is used, it will not need a data connection after that point. This could make a considerable difference in the convenience and experience provided by the application for the consumer.

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