Ad recognition app to feature in FT super-yacht campaign

A super-yacht print ad in tomorrow's FT will be the vehicle for the latest ad recognition technology to challenge QR codes, Aurasma.

The print ad is an existing ad that will now feature a prompt for readers to download the AurasmaLite app to iPhone 4 or iPad 2 to watch action from a race sponsored by the client, Wally Yachts, and the FT.

Once the app is installed and running and the phone is pointed at the ad, video content will start streaming to the device. 

The content initially plays as an augmented reality overlay to the device's camera, but a double tap will transform it to full-screen.

Wally Yachts is currently in the middle of a six-month advertising campaign with the FT. The ad and digital content was created by Jago Partners.

Aurasma has been developed by technology company Autonomy, which video search engine Blinkx emerged from.

John Hunt, chairman and CEO at Wally Yachts, said: "Nothing compares to the drama of the Wally fleet racing on the ocean and this weekend, for the first time ever, readers of the Weekend FT will be able to watch the FT Wally Grand Prix Series come to life by downloading the free Aurasma App."

Aurasma has been downloaded by around 500,000 people, through a range of different apps that integrate the technology.

Paramount Pictures has embedded Aurasma into the Super8 app for the film of the same name.

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