Telefonica Digital has signed a global partnership with augmented reality platform Aurasma. Under the terms of the deal, Telefonica will integrate Aurasma’s technology into the range of media services Telefonica offers brands and advertisers. The agreement will see Telefonica drive distribution of Aurasma's technology across its footprint, starting initially with the UK through O2.
Aurasma's technology recognizes images and objects, allowing interactive digital content such as videos, coupons, competitions and 3D animations to be unlocked from various type of media, including outdoor billboards, print adverts, products, physical locations and in-store materials. Since launch in June 2011, the company reports it has attracted over 8,000 commercial partners to its platform and reached more than 4 million downloads of its app.
Also as part of the deal, Telefonica will seek to increase the distribution of Aurasma’s app through its mobile customer base, as well as implement augmented reality in its own marketing campaigns.
The partnership will initially be rolled out in the UK through O2 and offered to brands through O2 Media. The two companies will work together to introduce innovations around augmented reality and mobile into the UK market. The capability will be rolled out to other Telefonica markets in due course.
