Again ShortList have responsive advertising on their front cover. This time it’s an augmented reality (AR) campaign powered by Zappar. Scanning the cover of ShortList using Zappar brings up an AR layer with the option to view the trailer or play a simple pea and cup game. On completion of the game the user is driven to a mobile optimised site to enter a competition.
Although the AR worked well and the pea and cup game was nice, the campaign could have been improved by a clearer call to action to scan the cover (the CTA was on the back cover only) and having a compelling mobile microsite like the Uncharted 3: Drake’s Deception example.