SEAT introduces augmented reality to car showrooms
Using either an iPhone, iPad or Android device, showroom visitors will see facts, figures, videos and images about the forthcoming Leon overlaying the existing model.
It uses Blippar technology, a company that developed the world’s first image-recognition app for magazines and posters.
The new Leon car will go on sale in March and people can preview the forthcoming features by pointing the camera at Blippar markers called ‘blipps’ positioned around the car, activating different content. For example, if a potential buyer hovers their device over the blip on the bonnet, they will see the new SEAT badge superimposed on it.
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Visitors can either download the Blippar platform to their own device or devices will be lent to them by showroom representatives. The application was created by agency AnalogFolk.
“Given the advanced technology in the new Leon, the augmented reality experience is a perfect way for our customers to have a shared experience with our dealers in the showroom,” said SEAT Head of Marketing Chris Stevens.
“The blipps are there to educate customers as they explore the new Leon, making the experience much more interactive and memorable,” said Jessica Butcher, co-founder and CMO at Blippar.
The car industry often embraces new technology for marketing new products and presentations.
On Monday, a holographic presentation of Thomas Edison promoted electric cars from VIA Motors at the 2013 North American International Auto Show in Detroit, Michigan. An actor potraying the famous inventor described the benefits of electric vehicles whilst accompanied by the real Bob Lutz, a retired General Motors executive.
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