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BRAND CAMPAIGN NEWS: Nature launches augmented reality ad

Science journal, Nature has launched its first augmented reality advert for King Abdullah University of Science and Technology (KAUST).

Created in partnership with 3D technology company Inition, users need to download the app and can then view the print advert with a webcam enabled smartphone or tablet. The KAUST campus will then appear and users will be able to walk down the streets and view all available job vacancies appropriate to the area they are ‘standing’ in.

Speaking about the advert, Stuart Cupit, co-founder and director at Inition, said, “Augmented reality is a great way to leverage print advertising and unlock a host of interactive information that takes the user on a memorable journey through the university departments and jobs."

Augmented reality was a talking point among B2B marketers in early 2011 but not many brands maintained that level of excitement. Is augmented reality a viable option to create engagement with a campaign?