Love it or hate it – Star Trek has been serving up Sci-Fi to
the masses for over 46 years now, making pieces of “fantasy tech” such as transporters and photon torpedoes household names. But tonight (29th April) makes a milestone for
a slightly more 21st century piece of technology – augmented
reality. As the first ‘Blippable’ ad is aired this evening across the channel 5
network at 9pm. kick-starting the launch campaign for the latest film released
under the franchise ‘Star
Trek: Into Darkness.’
Those in the know, having downloaded the ‘Blippa’ augmented reality app made by a tech
company of the same name, will be able to interact with the ad on a whole new
level – accessing additional unique content, as well as being able to enter
into a competition to attend the premier of the film in Tokyo.
Emily Fairhead-Keen,
business director at MEC has been quoted by MediaWeek as saying: "Screen synchronicity is not a 'nice to
have' any more, it's a critical part of our planning.
"We should
embrace smarter ways to engage consumers on both screens, especially with categories
such as entertainment, which lend themselves so well to user engagement and the
sourcing of additional content/prizing."
Of course, the same old fears associated with accessing AR
content remain – namely the need to download the app, which is seen as a
barrier to entry. But in this case prior knowledge of the ad is also necessary –
as the spot will only last for 60 seconds, users do not have the luxury of
being able to access the augmented ads at a time that suits them (such as the
press ads run by Waitrose
in 2011).
Despite the above concerns this ad has definitely got the
agency talking today, we are always on the look-out for innovative ways to make
our campagins stand out and many of us will be tuning in tonight with our phazers
set to stun! Enjoy.
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