K2 and LECH Premium augment reality.
In the latest achievement for LECH brand (owned by Kompania Piwowarska SA) K2 Internet has used one of the most innovative forms of communication with the consumer – the so-called augmented reality (AR). The tool supports communication of the LECH’s summer consumer promotion entitled “Find New Caledonia!”, in which one can win a trip for 4 to this kitesurfing paradise. This is a first commercial implementation of the AR for an FMCG brand on such a scale in Poland.
The augmented reality is a technology which combines two worlds. In order to achieve such an effect, all you need to do is approach a specially prepared material with a print to a computer camera. After placing the sheet with the pictogram/marker near the camera, you can see the globe on your computer screen. When you move the card, the globe rotates on the screen and marks the location of New Caledonia island, mentioned in the LECH promotion, which is a mecca for the water sports fans. The card with a palm tree picture needed for the game can be found in the latest issue of PRZEKRÓJ magazine (No.25) in an extra called “More of the summer”, and on the website www.lech.pl/nowakaledonia.
“The augmented reality in marketing has only been a budding tool. Its attractiveness will be ultimately assessed by the consumers, but in spite of that, it is down to both the agency’s and client’s imagination how the AR will be delivered to them. In the case of the LECH campaign, the AR is a cutting edge way to present an attractive prize. Thanks to the AR itself, and to the smart use of the support as a way to play with the AR, we have a chance to actually enrich the experience of the website users and the brand's target group”, says Arkadiusz Szulczyński, Innovation Director in K2 Internet.
To build the module, K2 used FLARToolKit library, which is an AR technology port for Flash. To develop the 3D visualisations, Away3D open-source engine was used.