GMA New Media, Top Gear Phils., BMW partner for augmented reality projects

MANILA, Philippines - GMA New Media Inc. (GMA NMI), Top Gear Philippines and BMW have joined forces for the interactive launch of the new BMW X3.

Through the wonders of augmented reality (AR), readers can explore the versatility of the BMW X3 in 3D as featured in Top Gear Philippines’ March 2011 issue.

The two-page spread includes a marker that would trigger the AR experience on the microsite www.bmw.com.ph/X3ar and enable readers to take the vehicle for a drive.

Augmented reality provides a view of real-world elements that are enhanced by digital information, such as text, images, and videos.

GMA NMI, a multimedia technology solutions company, is taking the lead in advancing the use of AR technologies in the Philippines. 

Dingdong Caharian, GMA NMI senior vice president, said, “AR is not just a better way of seeing the brand. Its main objective is to allow the consumer to experience the product without the actual product being there.”

BMW is as excited with the creative possibilities of AR in its marketing initiatives. Its local distributor has commissioned GMA NMI to produce a series of advertising campaigns using AR and 3D technology.

“In the course of the worldwide 3D hype, we at BMW are always on the lookout for the latest technology, hence we decided to incorporate augmented reality in the new BMW X3 launch campaign,” said Maricar Parco, president of Asian Carmakers Corp.

“It’s a simple yet ingenious concept that engages the consumer and effectively translates our brand using state-of-the-art 3D technology. You can experience this for yourself,” she added.

One of GMA NMI’s first forays into AR was the launch of the BMW Z4 in the December 2010 issue of Top Gear Philippines.

Vernon Sarne, Top Gear Philippines editor-in-chief, said, “The augmented-reality feature in our December 2010 issue was really a pleasant surprise to our readers. It boosted the entertainment value of our magazine by giving our readers another innovative way to express their appreciation of cars. I’m glad we did this with GMA NMI.”

Also in December last year, GMA NMI developed and launched an AR editorial spread for Preview. In the interactive video, actress Solenn Heussaff presented outfits inspired by four fashion cities.