Ahead of its final rebrand to Bauer Media, ACP Magazines has rolled out a major television-led campaign and consumer competition to promote its augmented reality app, Viewa.
The campaign features several television spots showcasing various titles including Dolly, Zoo Weekly and NW, which will launch over the next three weeks, and have been created by Hackett Films.
It will also see point-of-sale and print executions.
The push will offer consumers the chance to win $1,000 daily until 7 January 2013 by purchasing an ACP title and downloading and using Viewa.
The augmented reality app launched in June 2012 across selected magazines and now features across the ACP's broader consumer portfolio, with the publisher claiming it has been downloaded over 250,000 times. The technology was developed by the publisher in collaboration with Visual Jazz Isobar and Mocom, and is suitable for use with iOS and Android smartphones and tablets.
Brands including Domayne, Harvey Norman, Unilever, Revlon and Paramount Pictures have advertised in ACP titles using Viewa.
Rival Pacific Magazines also launched a similar app earlier this year called Genie, while Fairfax has also joined the fray with its AirLink technology.
ACP Magazines publishing director Gerry Reynolds said: “Since its soft-launch in June, thousands of readers have discovered how Viewa brings the pages of their favourite magazines to life, delivering an instant and direct connection to rich, layered and relevant multi-media content.
“The high return visit rate and average session time of 20 minutes demonstrate how transformative Viewa is to the magazine experience – and how engaging magazines are.
“This extensive consumer promotion will introduce Viewa to an even wider audience, deepening the relationships consumers already have with our brands and attracting new readers with a compelling mix of print and interactive digital content.”
ACP was bought by German publisher Bauer in September 2012 for $525 million. It was sold by former parent Nine Entertainment Co in a bid to lessen some of its debt.
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