In partnership with London based ad agency archibald ingall stretton, we enhanced O2’s latest PRIORITY campaign with image recognition. The campaign is offering its customers the chance to win exclusive New Year’s Eve tickets for The O2 (Elton John, 2 Many DJs and Hed Kandi are playing!). Utilising kooaba’s image recognition technology, the campaign encourages customers to interact with the ad campaign using their camera-phones.

Posters, press, TV and in-store ads showing the word “PRIORITY”, with the letter “I” as a door which aims to highlight the mobile operator’s focus on its customer and the exclusive experiences they can receive from O2.

O2 customers are invited to take a picture of the door in the ad and send it to a shortcode number. After a few moments, the image is returned to them, but with the door in “PRIORITY” revealing either a Christmas scene, or an image of The O2 – the latter signifying that the customer is a winner.

Geoff Gower, Creative Technologist at archibald ingall stretton, said: “This is really exciting stuff and exploits the very latest technology. It’s a completely new way of interacting with traditional media and adds another layer of depth to the current “PRIORITY” campaign. Users can snap the ad execution wherever they see it – online, in the press, on TV or in-store.”

See how it works:

The original ad:

The revealed ads:

…and an example of a lucky winner:

Congratulations!

In cooperation with Sony Computer Entertainment we enhanced their marketing activities for the latest PS3 blockbuster Little Big Planet with mobile image recognition. Their interactive print campaign presented itself as a hide-and-seek game. Each day during one week Switzerland’s largest free daily newspaper 20 Minuten printed one of those “lost” Sackboys on a random page:

Readers were asked to find Sackboy, take a picture of it with the camera of their mobile phone and virtually send it back to Little Big Planet. One of the lucky participants was rewarded with an around the world ticket!

We did not only get regular photos of Sackboy but very creative ones too. Have a look:

Please find more details on the campaign in our Mobile Marketing section.

This example shows how to successfully higher consumer engagement by making a static print campaign interactive. Instead of just page forward when consumers see an ad they actually interact with your product, take a picture of it (which usually stays in the album of their mobile phones) and get a personalized response directly onto their mobile phone – the most personal media.

And by the way: don’t miss out to buy the game – it’s so much fun!