Monday, July 25, 2011

Augmented Reality Technology: Panasonic Uses Aurasma to Bring New Camera Campaign to Life





CAMBRIDGE, England and SAN FRANCISCO, July 25, 2011 /PRNewswire/ -- Aurasma, the world's leading augmented reality platform, today announced that Panasonic, one of the largest electronics manufacturers in the world, is using Aurasma to bring the new Lumix G3, 'Small Camera, Epic Shots' campaign to life.

The Panasonic creative puts the new camera in the hands of two professional UK photographers in different locations in the USA. By downloading Aurasma Lite and pointing the device at the creative, the static image is animated and viewers are instantly able to follow the photographer around their designated and inspiring location.

The Lumix G3 campaign was produced by creative agency Brave and has appeared in the Telegraph Magazine, the Independent Magazine and the Guardian Weekend, as well as most major photography magazines and POS. For the first time, Aurasma has allowed Panasonic to overlay engaging, additional content to print advertisements, in the context of the page.

"Aurasma is one of the most exciting technologies I have seen for years," said David Bonney, Advertising and Sponsorship Manager at Panasonic. "Photography is all about telling a story visually, and we have been able to deliver that experience to our consumers, by bringing a static image to life, and unfolding the journey behind it."

"We have experienced a whirlwind of activity since Aurasma Lite was launched," commented Martina King, Managing Director at Aurasma. "Panasonic is at the very cutting-edge of what is possible today, and we are delighted that Aurasma has allowed the company to tell a unique, visual story that really engages its targeted audience."

Go to www.aurasma.com for more information.

About Aurasma

Aurasma is an augmented reality platform that uses advanced image recognition technology to merge the physical and virtual worlds. Using a smart phone or tablet computer, Aurasma is capable of recognizing objects in the real world and overlaying this view with an interactive layer of the virtual world.

Aurasma was created using industry-leading technology from Autonomy (LSE: AU. or AU.L). It is currently in use by over 150 partners including film studios, TV chains, online retailers, media agencies, newspapers, magazines, museums and billboard advertisers and has already been installed on over one million smart devices globally.