Ford drives forward with augmented reality to promote new Mustang car

Ford is hoping to drive up interest in its latest Mustang by showcasing the car using augmented reality technology that allows users to see the model in their driveways

Ford has launched a new augmented reality app to drum up interest in its latest Ford Mustang model.

Touted as an “industry first”, the app, created by Blue Hive and augmented reality specialists Kudan, allows users to visualise the car in their driveways.

Utilising ‘j-tracking’ visual marking technology, the app creates an image of the latest Mustang, scaled to life-like size, within whatever location a user points their smartphone or tablet. Users can then walk around the car and interact with it to trigger engine noises.

Augmented reality has risen in prominence among brands over recent years, with Facebook acquiring virtual reality headset maker Oculus Rift for $2bn in March 2014.

Rival carmaker Fiat, meanwhile, unveiled its own augmented reality campaign back in December with an app allowing users to experience a digital ride in the Fiat 500X alongside magician Dynamo.

However, Blue Hive’ creative director Richard Last insists the Ford Mustang app (now available on iOS and set to launch on Android in late January) is a unique proposition opposed to “traditional augmented reality apps that require a printed image to activate them.”

“As well as being a fun and interactive 3D configurator, the ‘Virtual Ford Mustang’ app lets you customise and photograph your life-size Mustang anywhere you want, anytime you want,” he says. “It’s also a breeze to share it with your network and show off the car you’ll soon be driving”.

The app is aimed at customers who’ve pre-ordered or expressed an interest in the new Ford Mustang, which is set to launch later this year.

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