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Hungama rolls out augmented reality campaign for Mahindra

The campaign was launched at Auto Expo for Mahindra XUV500

BestMediaInfo Bureau | Delhi | January 10, 2012

The Augmented Reality campaign conceptualised and designed by Hungama Digital Media for Mahindra XUV500 has become a huge hit at this year’s Auto Expo.  This is one of the first times that such an AR campaign has been brought to life giving the consumers at the show a lifetime memory. Those attending Auto Expo, stood a chance to experience augmented reality first hand, where they could virtually experience cheetah by their side, including petting the wild animal! By standing on the area marked out on the floor, a big screen over the XUV shows a cheetah walking in and standing next to the visitor. It’s a total visual treat when the image is captured, it shows the visitor with the car and the cheetah with a watermark on the image – Me with the cheetah! - XUV500. With such exceptional visuals, the consumers are left spellbound surrounded by the raw beauty of the cheetah on the mechanical lines of the cars.

Hungama has created a website and WAP site for Mahindra which allows users to feel like they are at the Auto Expo. The homepage shows layout of the Mahindra stall as it is on ground. The website also has links to Social Media destinations of various brands, shares functionality & a common an inquiry form. Besides this, Ipad applications, digital brochures, cut out applications are also created by Hungama.

The focus at the Auto Expo this year, is on green technologies and environment. Building on this, Mahindra wanted to make the activity as green as possible along. This was made easier via the means of this AR campaign which not only made this an unforgettable experience for the people present at the venue but also gave the online consumers an opportunity to connect through the website.

The auto industry is realising the importance of digital as a powerful platform to communicate and enhance consumer experience. Digital has become an integral part of the marketing mix with more and more marketers moving away from one way communication and opening up newer opportunities for consumer – brand engagement. From designing websites to introducing social media and digital campaigns, the industry has started taking advantage of the reach and creativity of the digital medium. At this year’s auto expo, Mahindra along with Hungama Digital Media has taken the integration of the two to a new and higher level!


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