Billabong Rides Augmented Reality Wave In New Poster Campaign (Video)

Billabong "Life's Better in Board Shorts" Poster Campaign from Zappar on Vimeo.

I fully admit I might be the only person in, er, indeterminate adulthood who wears Billabong.

And to that I will defiantly say I feel even better about that proclivity now that the brand is riding the augmented reality wave to sell board shorts.

Using the Zappar app, users can scan poster ads to access a much richer brand experience.

Will even people half my age actually do this? Hard to tell.

I think content will need to be more than just brand reinforcement, as seems to be the case here. Users will seek original content of value to the customer - and/or the ability to access special offers and to place a purchase on the spot.

EConsultancy also points out that the app itself leads to a microsite that is not mobile optimized, which could derail the whole thing for users.

Still - a step in the right direction for a brand for whom taking that step is a must.

I can't wait to see how they evolve their efforts in the days and weeks ahead.

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