Postmedia Adds a New “Layar” to Consumer Engagement

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By: Press Release | Postmedia

June 7, 2012 (TORONTO) – Nissan’s Employee Pricing ad campaign “jumps off” the pages of Postmedia daily newspapers* on Friday June 8 with the Canadian debut of Layar’s augmented reality (AR) technology with interactive print. The Nissan ad is activated with digital content via Layar, making the printed ad interactive when it’s viewed by readers with their Android or iOS (Apple) mobile devices.

“Postmedia is leading the way in the future of advertising programs with new and fun solutions such as Layar,” said Yuri Machado, Vice President, Integrated Advertising, Postmedia Network. “This is yet another innovative tool available to advertisers that extends their print messages to tell their story to a large and engaged audience.”

Created by TBWAToronto and placed by media agency OMD, the Nissan ad with Layar enables users to see a special video and link to Nissan Canada’s webpage. Layar’s AR app allows the creation of layers and applications that recognize real world objects and display digital experiences on top of them via smartphones. When a user aims their device over the Nissan ad that matches the one added to the Layar database, Layar can quickly return the associated digital content. The Layar Creator is an easy-to-use tool to bring digital content to printed pages. Postmedia and Nissan are the first in Canada to use the Layar Creator on its ads.
 
“Innovation is at the heart of everything we do at Nissan from designing and building cars featuring technologies unexpected within their segment, to the way we advertise and bring them to market,” said Judy Wheeler, Director of Marketing, Nissan Canada. “As the first to incorporate this creative new technology into our marketing activity, we’re able to further engage with consumers who appreciate being entertained and informed at the same time.”

In conjunction with the program, Nissan Canada is sponsoring a contest for a chance to win $3,000 or $500 in weekly prizes. From June 13 – July 10, 2012, readers can enter through the following channels for their chance to win:

View the Nissan augmented ad with the Layar app in Postmedia newspapers with an iOS or Android device and tap the contest entry button to fill out the form

Visit www.canada.com/nissan and fill out the online entry form

*Postmedia daily newspapers include the National Post, The Vancouver Sun, The Province, the Edmonton Journal, the Calgary Herald, The StarPhoenix, the Leader-Post, The Gazette, the Ottawa Citizen and The Windsor Star as well as The Times-Colonist and The Winnipeg Free Press.

About Postmedia Network Inc.
Postmedia Network Inc., a wholly owned subsidiary of Postmedia Network Canada Corp. (TSX:PNC.A, PNC.B), is the largest publisher by circulation of paid English-language daily newspapers in Canada, representing some of the country’s oldest and best known media brands. Reaching millions of Canadians every week, Postmedia Network engages readers and offers advertisers and marketers integrated solutions to effectively reach target audiences through a variety of print, online, digital, and mobile platforms.

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