Google is working with five brands—Disney, Buick, Diageo, T-Mobile and Delta Airlines—to extend some of their offline marketing to the mobile Web via its image recognition application.
About a year ago, the search giant launched Google Goggles, an Android application that lets consumers search the Web for information by taking pictures of paintings, landmarks or products with their mobile devices. As part of a Google Goggles marketing experiment, the five participating brands have “Goggles-enabled” some of their print ads, movie posters and other media.
“This is something new and exciting we’re trying out for the first time—this is uncharted territory,” said Aaron Stein, New York-based spokesman for Google. “The goal was really to Goggles-enable ads that are not online and use Goggles to make it possible for consumers to interact with those brands online.
“Consumers can scan a Buick ad and learn more about the brand through this experiment,” he said. “I think it’s too early to speculate as to what this will turn into, but we’re really excited about this announcement and this is the just the tip of the iceberg.
“The purpose of Google Goggles is to expand the ways you can search from your mobile phone—you can get information in different ways with your phone, input text queries, voice search and with Google Goggles you can do an image search, and this is really just an extension of that.”
Five big brands tap Google Goggles for multichannel image recognition campaigns
Google eyes
Disney, Buick, Diageo, T-Mobile and Delta Airlines are partnering with Google as part of their efforts to make traditional media interactive and more trackable.
When consumers take pictures of these print ads, movie posters and other media with Google Goggles, they will be recognized by the application and users will have the option of clicking-through directly to a mobile destination from the brand.
Google said that it developed Goggles so that people could more easily explore the world around them with a mobile device.
Google Goggles enables mobile search by sight
In this experiment, Google is applying the same principles and the same technology by “Goggles-enabling” advertisements and other media, and offering to link consumers to the mobile sites from these brands.
“People have already been scanning products with Goggles, so we saw an existing demand for this,” Mr. Stein said. “We’re letting people learn more about those brands by enabling movie posters, print ads and other media with Goggles interactivity.”
Brands' use of Goggles
Walt Disney Pictures Goggles-enabled out-of-home posters for its upcoming film “Tron Legacy.”
When consumers take a picture of the poster, they are immediately redirected to the Tron Legacy microsite on the mobile Web.
Consumers are then encouraged to view the trailer for the film.
Diageo said that it wants to provide on-the-go consumers with product information, offers, recipes or other content wherever they may need it, and Google Goggles is one way to do so, connecting various touch points.
Mobile is the one common tool that everyone has with them at all times, per Diageo.
When consumers launch Goggles and take a picture of a print ad from Buick, they are redirected to the relevant content on Buick’s mobile site.
When consumers scan this "Goggles-enabled" Buick ad with Google Goggles, they can connect directly with Buick's mobile experience.
The Buick Lacrosse is one model that the automaker is promoting via the Goggles campaign.
Buick said that it is participating in the Google Goggles marketing experiment to create a richer, deeper brand experience for consumers that view its traditional advertising.
No comments:
Post a Comment