Aurasma Brings Fiat 500 Abarth Ad to Life

Augmented reality brings print ads off the page, and spurs readers to participate in online social behaviors

SAN FRANCISCO, April 19, 2012: Aurasma, the world's leading augmented reality platform, is working with the FIAT brand to bring its print ad to life for the soon-to-be-released and highly anticipated Fiat 500 Abarth.

The FIAT ads will appear on four pages in the NFL Draft Issue of ESPN The Magazine on newsstands Friday, April 20, and were created by Doner, a Detroit-based creative agency. A sleek, black Fiat 500 Abarth is shown on the field of a lit urban stadium filled with nimble, equally sleek football players, all charging toward the vehicle. When the free Aurasma app is held over the ad, the scene springs to life and allows readers to interact with the ad through their phone.

"Aurasma not only engages readers and potential customers in an active way, but also offers accurate measurement of that engagement," said, Jennifer Rapp, Aurasma's general manager. "The idea of successfully converting readers of offline print ads to active, online participants was unheard of. Now it is not only possible, but very effective."

The four-page gatefold will introduce readers to both the ad and the app, followed by a two-page spread and single-page ads in future issues. Simply download Aurasma Lite from the App Store and Google Play to see the ad in action.

ABOUT AURASMA

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 recognize 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 3,500 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.

About the 2012 Fiat 500 Abarth

Building on the excitement of the new 2012 Fiat 500 (Cinquecento), the new Fiat 500 Abarth is designed for track-day enthusiasts and driving purists who want the ultimate high-performance small car with the pedigree of an exclusive Italian exotic.

With its all-new 1.4-liter MultiAir® Turbo engine, Abarth-tuned suspension and brake systems, race-inspired design and technology features not traditionally included on a small car, the new 2012 Fiat 500 Abarth unleashes the brand's legendary performance heritage to American streets. The starting U.S. Manufacturer's Suggested Retail Price (MSRP) is $22,000 (not including destination).