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Reality goes mobile with new augmented app to promote KIA at the Australian Open


In an Australian first, mobile solutions group Mnet has delivered an augmented reality experience to capitalise on KIA’s sponsorship of the Australian Open.

Triggered by broadcast television, online and print media advertising, the mobile application, available on smartphone platforms iPhone and Android, uses augmented reality to bring a 3D animation of the KIA Optima from different channels, such as television, to the mobile phone.

Triggered by pointing a phone’s camera at the KIA logo on screen, users can then compare car colours, view specifications, and turn lights on and off.

Mnet Group Chief Sales and Marketing Officer, Paul Paoliello, said the app enables “consumers to experience the car’s features in an engaging and interactive manner.”

The augmented reality application also extends across Channel Seven’s Australian Open broadcast coverage, Yahoo!7’s online portal and New Idea Magazine.

Gerrit Walters, Brand and Advertising Manager, KIA Motors Australia, said, “At KIA we are continually looking to develop innovative ways to connect and engage with people.”

“It’s fantastic that we were able to launch this project to coincide with the Australian Open and we hope that people get excited about the ever growing options available to them to engage with brands.”

Augmented Reality from the Australian Open

To test the device, users can download the ‘KIA Optima AR’ application via iTunes, the Android market place or SMS ‘KIA’ to 19 777 377.