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.