Red Lion adopts Blippar for latest Jenn-Air print work

Red Lion is using the smartphone app Blippar to add some movement to a Jenn-Air print ad. Blippar is a free app that recognizes an image and instantly launches an augmented reality experience based on its content. Jenn-Air’s execution features Canadian celebrity chef Mark McEwan hosting guests at a seemingly chaotic dinner party. The app […]

Red Lion is using the smartphone app Blippar to add some movement to a Jenn-Air print ad.

Blippar is a free app that recognizes an image and instantly launches an augmented reality experience based on its content. Jenn-Air’s execution features Canadian celebrity chef Mark McEwan hosting guests at a seemingly chaotic dinner party. The app allows consumers to see how the evening unfolds by instantly displaying a video continuation of the scene. Following the video, consumers can visit a mobile mircosite where they can learn more about Jenn-Air products.

Blippar launched in the U.K. in 2011 and is working on expanding its services globally. Red Lion is the first Canadian agency to use it.

Brett Channer, president and chief creative officer at Red Lion, said the agency chose Blippar because staff were big fans of the technology. He said it provides a more visceral experience for the viewer.

“We think the QR code is dead,” said Channer. “[QR] requires too many steps and separates viewers from the experience. We wanted consumers to have an opportunity to learn more about the products, and it makes the page feel more alive.”

Ads for Jenn-Air appliances are running in shelter and women’s magazines such as House & Home and InStyle and will appear in those publications until the end of the year, Channer said.

Red Lion acquired Jenn-Air, Maytag, Kitchen Aid and Whirlpool as its first clients when it launched 16 months ago.

Brands Articles

Mona Networks takes mixed-use retail development mobile

New mobile network connects property management, office workers and retailers

Fisher-Price’s first celebrity collaboration

Company partners with Shakira on line of baby toys as well as a web series

Walmart joins ‘Half Your Plate’ campaign

CPMA initiative asks consumers to fill half their plate with fruit and vegetables

P&G splitting off its Duracell business

Battery brand generates about $2 billion a year in sales

Pusateri’s to operate ‘food halls’ in Canadian Saks stores

Retailer to offer specialized sit-down food options and gourmet food products

President’s Choice launches ‘Colourful’ campaign

PC removes artificial flavours and colours from its products

Old El Paso hits home with restaurant-style dinner kits

TV, PR, in-store sampling, online and events support recently-introduced line

Rexall launches ‘Shot for Shot’ program for kids in need

Program will help vaccinate children in northern Uganda