Pharma insight on digital marketing, social media, mobile apps, online video, websites and interactive healthcare tools
by Dominic Tyer
Allergan is using image-recognition smartphone app Blippar to bring print adverts for its OTC dry eye treatment Optive Plus to life.
Advertisements run this month in Ophthalmology Times Europe and in Ocular Surgery News will offer an augmented reality experience to readers who have downloaded the Blippar app.
Mark Wilson, marketing director, ocular surface disease, ophthalmology, Allergan, said: “Allergan's ads reach ophthalmologists in a new and more engaging way, demonstrating how our product actually works, all by hovering a smart phone or tablet over a still image in a journal.
“In this case when the doctor points his phone at the Blippar enabled ad, three buttons appear allowing you to make the choice of immediately watching the mode of action animation, viewing the molecular structure or going straight to the optive.co.uk website and of course reviewing any of the relevant references for our product Optive Plus.”
Allergan was assisted on the campaign by Publicis Life Brands Resolute, who said the technology has “massive and enriching potential in healthcare communications” with potential applications in product packaging and patient information leaflets.
Blippar, which launched in the UK last summer, is the first image-recognition smartphone app to bring augmented reality and instantaneous content to real-world newspapers, magazines, products and posters.
Augmented reality provides a view of a physical environment, augmenting it with computer generated input based on sounds, video, graphics or GPS information.
[View the above Blippar video if it does not display on your device]
Blippar's free app has already been used by major consumer companies like Unilever, Nestle (whose Kit-Kat campaign is shown above) and Samsung, and last year entered the healthcare arena via a cheeky poster campaign by breast cancer charity Coppa Feel.