Brands trial Google Goggles outdoor ads

Google: trials 'Goggles' outdoor campaigns
Google: trials 'Goggles' outdoor campaigns

French Connection, L'Oréal's Garnier, Sony Music and Samsung have become the first UK brands to trial "Goggle" technology for outdoor campaigns, in a partnership with CBS Outdoor.

Google Goggles is described as a "virtual search app" that matches the offline image against a library of images, providing brands with an alternative to QR codes.

Brands that have "Goggle-enabled" their outdoor ads will allow users with the Goggle app on their iPhone or Android device to access extra content online by taking a picture of the campaign.

The scheme launches this week with ads from Sony Music and French Connection at sites in Westfield Stratford City and Westfield London retail destinations.

Sony Music has created Goggle-enabled posters promoting the new album by British rock band Kasabian. When users take a picture of the poster using the Goggle app they will be taken through to the band's mobile site where they will be able to view exclusive content from the band, including a video message from lead singer Tom Meighan.

L’Oréal's Garnier and Samsung will also roll out similar activity in October. Google is planning to use the technology to showcase its Google Transit service on LED poster sites around Westfield too.

This is the first time in the UK that Goggles technology has been used by brands to deliver exclusive content from outdoor sites.

Mike Hemmings, head of marketing at CBS Outdoor UK, said that brands are now realising the benefits of combining outdoor, for raising awareness, with the mobile web.

It follows a similar experiment using Goggles in the US last year with Disney, Diageo, T-Mobile, and Delta Air Lines taking part.

Last month Cadbury became the first brand to use similar image recognition technology from Blippar, which also aims to be an alternative to QR codes.

Users who download the app were able to hover smartphones over a Cadbury's chocolate bar to play a virtual Spots v Stripes game on their devices.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands