Google’s “Goggles” — a service that matches offline or printed images with online content — is being trialled in outdoor ad campaigns in the UK by French Connection, L’Oréal’s Garnier, Sony Music and Samsung, in partnership with CBS Outdoor.
Billed as an alternative to QR Codes, Google describes “Goggles” as a “virtual search app”. With a “Goggles-enabled” outdoor advertising brands can offer users access to additional online content by taking a photo of the campaign with the “Goggles” app on their Android device or using the “Goggles” section of the Google Search app on an iPhone.
Sony Music and French Connection launch their “Goggles-enabled” ad campaign this week at sites in Westfield Stratford City and Westfield London retail centres.Sony Music used “Goggles” with ads promoting the new album by rock band Kasabian. When users take a photo of the ad using the “Goggles” app they are taken to the band’s mobile site where they can view online content from the band, including a video message from lead singer Tom Meighan.
L’Oréal’s Garnier and Samsung are due to roll out their “Goggles-enabled” campaigns in October. Google is also planning to use the technology to promote its Google “Transit” service on LED poster sites around Westfield. Google “Transit” allows users to plan journeys using public transport on GoogleMaps.
This is the first time in that “Goggles” technology has been used by brands to deliver online content from outdoor sites in the UK.It follows a similar experiment using “Goggles” in the US last year with Disney, Diageo, T-Mobile, and Delta Air Lines.
Mike Hemmings, Head of Strategy and Marketing Communications at CBS Outdoor UK, is reported as saying to Marketing Magazine that brands are now realising the benefits of combining outdoor, for raising awareness, with the mobile web.