Top Gear fans will be offered exclusive augmented reality (AR) content when they purchase UK DVD release, Top Gear The Challenges 6, on sale from June 4th.
The first in a planned series of AR releases on BBC Worldwide DVDs, Top Gear fans will be able to use their smart phones to bring The Stig - complete with kung-fu moves, to life and also generate a 3D aura of The Stig’s helmet that can then be shared with friends on social networking sites.
Using Aurasma’s augmented reality app, the 10-second animation is activated when a user points their Aurasma-enabled smartphone at the DVD sleeve and the sequence of moves has been modelled on the character ‘The Stig’s Chinese Cousin’ which featured in the latest series of Top Gear, broadcast earlier this year on BBC Two.
For those that purchase the DVD, additional content can also be activated via a specially designed flyer inserted in the DVD case. By viewing the flyer through the Aurasma app, users will generate a 3D aura of the Stig’s helmet, which can be positioned to appear as if a person is wearing it. Users can then share pictures of themselves with the famous helmet with their friends via social networking sites such as Twitter and Facebook.
The Stig Helmet will also trigger additional on-screen icons from which users can sign up for more information on Top Gear, enter a draw to win an I-Pad and access special discounts on Top Gear merchandise at bbcshop.com – the online store operated by BBC Worldwide.
Martina King From Aurasma comments: “BBC Worldwide is one of the most innovative companies in the world. We are delighted they have chosen us to bring their DVDs to life in a whole new way that is sure to enthral Top Gear fans.”
Fiona Eastwood, Product Development Director at BBC Worldwide Consumer Products says: “Top Gear is one of our key brands so we’re always thinking about new ways in which we can enhance experiences for its fans. Offering exclusive content through smart phone enabled technology is a great way for users to engage with the brand away from the television set. We hope that fans of the show will revel in the exclusive content within this DVD package, share it and tell their friends about it.”
For more information contact the BBC Worldwide Consumer Products press team:
Reetu Kabra Reetu.Kabra@bbc.com/ 020 7612 3145
Emma Fox: Emma.Fox@bbc.com / 020 7612 3136
NOTES TO EDITORS
BBC Worldwide Limited is the main commercial arm and a wholly owned subsidiary of the British Broadcasting Corporation (BBC). The company exists to maximise the value of the BBC’s assets for the benefit of the licence fee payer and invest in public service programming in return for rights. The company has six core businesses: Channels, Content & Production, Sales & Distribution, Consumer Products, Brands, Consumers & New Ventures and Magazines, with digital ventures incorporated into each business area. In 2010/11, BBC Worldwide generated profits of £160 million on sales of £1158 million and returned £182m to the BBC. For more detailed performance information please see our Annual Review website: www.bbcworldwide.com/annualreview
Aurasma is the world’s first visual browser – a new augmented reality technology that merges the physical world with the virtual. Available as a free app for newer iPhones, iPads and high-powered Android devices or as a free kernel for developers, Aurasma uses advanced image and pattern recognition to recognise and understand real-world images and objects in much the same way as the human brain does. It then seamlessly blends the real-world with rich interactive content such as videos and animations called “Auras”. Auras can be created for printed images, product packaging, clothing, physical places and users can even use the app to create and share their own. Since its launch in June 2011, Aurasma has had more than three million downloads. Over 4,000 partners in markets including retail, fashion, sport, automotive, consumer electronics, entertainment, advertising and publishing are using the free technology in their campaigns, on their products or embedding the technology in their own applications. Aurasma was developed by and is part of software company Autonomy – an HP Company.
Offering exclusive content through smart phone enabled technology is a great way for users to engage with the brand away from the television set. We hope that fans of the show will revel in the exclusive content within this DVD package, share it and tell their friends about it.”