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

Uniqlo to open first two Canadian locations in Toronto

Japanese fashion retailer expands global operations into Canada

Sears Canada hands top management job to acting CEO

Ronald Boire gets official go-ahead to continue department store's rehab

How Target’s departure is impacting the ad community

Reports of staff layoffs begin to surface amid millions of dollars in unpaid bills

Deadmau5 mixes things up in Tim Hortons’ test kitchen

The Canadian DJ continues his social and sugary love affair with the coffee chain

McDonald’s prepares for a comeback after Q4 sales dip

Fast food giant evolving to a more "customer-led" organization

Target owes vendors $3.4 billion

Long list of creditors includes Carat, KBS, Veritas Communications and National PR

Simons adds to Canadian expansion plans

Retailer plans for second Edmonton store

Watch Molson reward die-hard hockey fans with NHL experience

“Anything For Hockey” marketing platform continues with documentary-style video