SMG Red has announced the creation of a new augmented reality smartphone app designed to show off the features of KIA’s Optima car. The app is being created as part of KIA’s sponsorship of the 2011 Australian Open and is available for both Android and iPhone. The app creates a 3D virtual model of the KIA Optima when the user points their phone’s camera at a KIA logo, either in print or on a television screen. SMG Red and collaborating mobile developer Mnet Group believe the KIA app will be the first mobile augmented reality advertisement ever in Australia.
SMG Red and Mnet created the augmented reality app in partnership with Initiative Media. Once the KIA Optima animated is triggered, users can customize their virtual Optima by selecting its colors and other options. Users can even turn the virtual car’s lights on and off. The animation will continue to play even if it is moved away from the KIA logo that triggered it. In addition to being part of the Australian Open coverage on the Channel Seven network, the app will also be mentioned in New Idea Magazine and at Yahoo!7 Online.