12 Days of Christmas: Aurasma | Mobile Development | Mobile Entertainment

12 Days of Christmas: Aurasma

12 Days of Christmas: Aurasma
Daniel Gumble


Development / AR / December 6th 2012 at 4:48PM

ME casts an eye back over some of the key moments from 2012 for some of foremost companies operating in the industry.

Today’s 12 Day’s of Christmas feature takes a look back over what has been a hugely successful year for augmented reality specialist Aurasma.

2012 began with a bang for Aurasma, having walked away from the Consumer Electronics Show in Las Vegas with a coveted Best of CES Finalist award, as well as coverage across all the major US TV networks.  The exposure generated a new worldwide awareness of the company’s technology.  It also led to an invitation to present at the TED conference in June, the video of which has now been viewed almost half a million times.

Another crucial moment for Aurasma this year was its deal with Telefonica, which was confirmed in September. Telefonica is now bringing Aurasma to over 300 million customers around the world, kicking off with the O2 brand over here in the UK. 

The company is also seeing similar mainstream adoption of AR in brands and agencies, as the technology is integrated into the wider marketing mix. This summer, for example, Tesco created an AR team in-house, tasked with rolling out Aurasma across their business through the Tesco Discover app. It now uses the Aurasma platform to create and publish much of its own AR content in-house.

Elsewhere, the Aurasma team also took pride in finding a quote from none other than Mick Jagger talking about the company in the Financial Times. Aurasma’s partnership with Universal Music, which uses Aurasma to power its uView app, is now allowing allowing fans to engage with Universal Music artists in a new mobile way. 

The app launched in August with The Rolling Stones to promote their new GRRR! Album, becamoming the biggest ever AR campaign.  In addition to print ads, album artwork and even Facebook, over 3,000 locations in 50 cities around the world were augmented with 3D content for fans to interact with, pre-order the album and win prizes.  The band, it is worth noting, were also involved at every stage of the creative process.

The uView app stands as a prime example of how the music industry is innovating in order to connect with fans who are increasingly choosing to engage with music through mobile. However, this isn’t just true of the music industry, as similar trends can now be seen in retail, publishing, education and entertainment

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