Cambridge Business: An Aurasma Update

It has been almost two years since Cambridge Business last featured Aurasma, the leading augmented-reality platform, and since then there have been significant developments.

In late 2012 Aurasma released version 2 of their platform – the most significant update since the product launched. Twinned with this release was an announcement that their customer base had reached more than 16,000. In many ways the release can be seen to mark the company’s transition from a start-up within Autonomy to an established and innovative business group within HP.

By summer, Aurasma’s customer base had grown to 20,000, with more than 12 million views per month.

The most recent update and current version of the platform, Aurasma 3, was launched this year and allows users to share their AR experiences through Twitter or Facebook. In the last six months Aurasma has doubled in size yet again and now has more than 50,000 customers. There is also a noticeable trend towards repeat business with major brands returning to Aurasma as a now standard part of their digital and mobile campaigns. Cosmetics giant Elizabeth Arden is a good example. Talking about their sixth Aurasma campaign, Lori Mariano, senior director of global fragrance marketing, said:

“Including Aurasma in our first two Taylor Swift fragrance campaigns brought tremendous results. We like Aurasma’s ability to dynamically update digital content without the need to update the printed
packaging or direct mail pieces. This extends the shelf life of our marketing material while keeping fans coming back for more digital information from Taylor by Taylor Swift.”

Over here in the UK, Budweiser launched their third Aurasma campaign as part of the company’s activities surrounding the World Cup and has once again achieved excellent results. This campaign can still be found on special edition Budweiser packaging.

Many companies now see augmented reality and Aurasma as an integral aspect of their broader mobile marketing strategy. Digital agencies have been
instrumental in helping to bring about this change and Aurasma has developed close working relationships with a number of leaders in this field.
One such company is Nimbletank, responsible for a number of hugely successful AR campaigns, including the global promotion surrounding the release of the Rolling Stones album GRRR! – arguably one of the most famous implementations of augmented reality to
date.

In September, we will be speaking to Aurasma general manager, Annie Weinberger, concerning the company’s constant innovations, the future of augmented reality, returning customers and their successes, and some recent campaigns.

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