fashion-memopad
fashion-memopad

Dunhill's New Dimensions

The company is bringing its current — and future — print campaigns to life via an augmented-reality face-recognition app.

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DUNHILL’S NEW DIMENSIONS: Dunhill is on the move, literally. The company is bringing its current — and future — print campaigns to life via an augmented-reality face-recognition app. After downloading the Aurasma Lite app on their mobile devices, Dunhill fans can now hover it over the latest print campaign in any magazine and watch two-minute interviews with the celebrity models — Sir Ranulph Fiennes, Michael Grandage and Rupert Pennefather. The feature also allows readers to click through to Dunhill’s e-commerce site, shop the look or access more information about the company and the campaign. “The image is no longer a dead end, but a route into e-commerce or another media experience,” said Jason Beckley, global marketing director of Dunhill. “It’s the first time we’ve had a 360-degree campaign where you don’t have to use different media for video and print.” Beckley said all future Dunhill campaigns will be equipped with an augmented-reality feature. “We even have Google maps, so you can see how close you are to a Dunhill store. The future possibilities are huge.”

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