Nicholas Hoult shows off his tech lair in new campaign
By Lauren Johnson
Jaguar has a clever way to take you inside the plot of its latest villain-themed campaign. Today, the brand is linking print ads in Condé Nast's Vanity Fair, Condé Nast Traveler, GQ and Wired magazines to digital content through the Blippar app for Google Glass and mobile devices.
The app is part of Jaguar's "British Intelligence" campaign that rolled out last month and builds on "Villains' Lair," which debuted at this year's Super Bowl.
"As we moved from British Villains into British Intelligence, one of the things we heard from consumers and social media was that there was a strong desire to see more, to learn more," said Joe Torpey, communications manager at Jaguar North America. "From a marketing perspective, it's a great opportunity to start to tell the story about the brand, to really showcase the innovation and technology behind Jaguar."
First, you need to download the Blippar app. Then, when you scan a Jaguar ad that promotes the automaker's XJ or XF model, it will trigger an augmented reality experience on the screen—a multimedia window into what would otherwise be a static print ad. From there, viewers can tour the home of the brand's newest villain, played by actor Nicholas Hoult.
The app pulls in extended versions of TV commercials, a photo gallery, Web video and a look inside the automaker's XJ model. While the content is similar on a smartphone and Google Glass, the interior view of the car seems particularly well-suited for the tech-savvy eyewear since it uses a built-in gyroscope sensor to change a person's view based on the position of his or her head.
Jaguar worked with Mindshare on the campaign, and the print ads run through March.