Augmented reality is a new tool being employed by Fiat to draw in potential buyers and boost the firm’s marketing reach over the coming months.

Marketing Week reports the vehicle manufacturer is hoping to increase interest in its new 500X model by joining forces with popular illusionist Dynamo and combining real-life footage with computer-generated imagery (CGI) to create a new augmented reality ad campaign – the first of its kind in the UK automotive sector.

A virtual reality experience is how the new campaign is described, as it allows members of the public to feel as if they are in the car alongside the charismatic magician as it takes a tour of a number of imagined locations.

Individuals wishing to undertake the new 500X augmented reality experience for themselves will be able to do so at a number of roadshows being put on by the company in partnership with agency Krow in the new year.

In addition, the campaign includes a short film that is available via a new app to smartphone users.

Combining live action film with CGI, real-world effects and an immersive environment, the new campaign aims to give a unique experience to the public that they may not have had before when test driving a car.

“Most car marques, if they have used virtual reality, have created a fairly standard driving experience,” Fiat announced in a company statement.

“We have developed an immersive experience where Dyanmo takes the viewer on a magical journey with the car. We have combined photo real CGI and real-life footage in a 360-degree 3D experience to create something that’s never been seen before from a car brand.”

Set to be officially unveiled at an event in London in January, it may not only be in automotive circles that the new 500X makes waves in the months ahead, but marketers could also be taking note of this innovative technological campaign.

Fiat uses CGI and real-life footage in ‘industry first’ augmented reality push, Marketing Week

Posted by Robin McCrink