Interactive promos push The Newsroom for Foxtel

Foxtel has come up with a new, interactive way to promote its content by using ‘augmented reality platform’ Aurasma to plug The Newsroom which premieres on Monday.

Aurasma uses an app on for 3G and 4G devices that enables content to play on phones and tablets when it scans a print ad bearing an Aurasma logo.

This weekend Foxtel will roll out ads for The Newsroom in newspapers with an Aurasma logo. If a user has installed the app on their phone or tablet they can scan the ad and interactive content will begin to play on their device.

Aurasma enables clients to display video promos, interviews, extended trailers and behind the scenes footage.

Start using the App from this weekend with print ads for The Newsroom from Foxtel’s SoHo channel. Simply download Aurasma Lite free from the App Store or Google Play Store, launch the App and point your device’s viewfinder at the printed image of the star of the show, Jeff Daniels. See this print ad come to life by watching the promo and experience The Newsroom immediately.

Chantal Walker, Foxtel Director of Marketing said, “We’re incredibly excited about bringing print to life in this innovative and simple way. Foxtel has the perfect product to capitalise on the Aurasma technology giving Australians a taste of our shows and channels by offering additional content in our marketing. We’re all about a better entertainment experience.

“The award-winning drama you can only see on Foxtel, The Newsroom will be our first augmented reality marketing release, followed by showcase’s Boardwalk Empire Season 3. We plan to include exclusive video, cast interviews and even more content in our marketing strategy in the coming months demonstrating that it’s all about better – not more – TV.”

Available on smart devices, Aurasma was created using technology capable of recognising images, symbols and objects in the real world and understanding them much like the human brain does. Recognised images then trigger the delivery of digital content in real time, including videos, animations, audio or webpages.

Aurasma Lite is compatible with Apple iPhone 4, iPhone 4S, iPad 2, iPad3 and select high-powered Android smartphones and tablets.