Blue Star Group is venturing into uncharted territory with the country’s first augmented reality (AR) marketing services division that will see Aussie brands tap into next-gen technology. Headed up by award-winning creative technologist David Francis, the man behind AR campaigns and experiences for 20th Century Fox, Stockland and Target, Blue Star Interactive will create campaigns involving both online and print communications. Francis says the division will be unique in the Australian market, with the ability to lead customers on a direct path to purchase using mobile and tablet apps.

Augmented reality: interesting potential for brands

A technology showcase will be held in Melbourne and Sydney in February for the start-up with Dave Lorenzini, former Google Earth director, who will speak about the future of our digital landscape and where AR fits in the marketing communications mix. Blue Star Interactive says it will use global expertise to help brands bridge the divide between marketing activities and new technologies as Australia wakes up to augmented reality. Francis says, “Every major consumer tech brand is preparing for the explosion of wearable technology and AR, so marketers need to be ready to take advantage of this next wave.  The way that people perceive and experience the world is going to be shaped by these augmented reality tools. “For marketers today, content is absolutely King. But as readers become users and mobile becomes the first screen, context is now Queen. Augmented reality technology allows us to robustly visualise a clear and defined path to purchase using mobile and tablet applications. And it can collect key behavioural data. “We will deliver contextual marketing through augmented online and print communications, and will combine these to create the most accountable and measurable media channel in the market.”  

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