GMA New Media creates 'augmented reality' for magazine

GMA New Media Inc. (NMI) on Wednesday said it collaborated with Top Gear Philippines and BMW for an "interactive" launch of the new BMW X3. Through the wonders of augmented reality — view of real-world elements enhanced by digital information — readers can explore (in 3D format) the versatility of the sports utility vehicle in the March issue of Top Gear Philippines. The two-page spread would enable readers to take the vehicle for a "drive," NMI said in a statement released Wednesday. NMI senior vice president Dingdong Caharian said the firm is bolstering its efforts to improve the use of augmented reality in the Philippines since it "allow[s] the consumer to experience the product without the actual product being there." The statement said the BMW is as excited with the creative possibilities of augmented reality in its marketing initiatives.

BMW has commissioned NMI — a subsidiary of GMA Network Inc. — to produce a series of advertising campaigns using augmented reality and three-dimensional technologies. "In the course of the worldwide 3D hype, we are always on the look-out for the latest technology. Hence, we decided to incorporate augmented reality in the new BMW X3 launch campaign," said Maricar Parco, president of Asian Carmakers Corp. "It's a simple yet ingenious concept that engages the consumer and effectively translates our brand using state-of-the-art 3D technology. You can experience this for yourself," she also said. NMI previously showcased the wonders of augmented reality on Top Gear Philippines' December 2010 issue. "That issue was really a pleasant surprise to our readers," said Vernon Sarne, Top Gear Philippines editor in chief. "It boosted the entertainment value of our magazine by giving our readers another innovative way to express their appreciation of cars," Sarne added. — JE, GMA News