• by Laurie Petersen , August 16, 2013

Pioneer Electronics wants to make waves with an augmented reality campaign that brings its car stereo equipment print ads to life.

“We took a look at the industry and realized car and audio marketers basically were all doing the same thing,” Diana Leano, assistant brand manager for the car electronics division, tells Marketing Daily. “We wanted something different and unique. Something flexible enough for us to highlight several different products at one time.” 

After downloading the Pioneer AR Experience app by texting “Pioneer” to 27126, one can point a smartphone at featured hotspots on the ad to bring up 3D images of the products and the option to get more information.  

The experience extends to the car. Pointing the phone at the dashboard and swiping the device screen allows one to test drive the equipment and see how it looks in one's own vehicle. 

My Dash photos can be shared through social media.

“The experience itself is unique,” Leano said. “We hope it’s something people will want to share.”

Black-and-white “See What You’ve Been Missing” print ads started to hit newsstands this week. The ads run in August and September issues of industry, trade, automotive, consumer electronics and lifestyle publications such as Dealerscope, TWICE, DUB, Hot Rod, Four Wheeler, Performance Auto & Sound, Super Street and Geek Magazine. 

One can also get the print ad at pioneerar.com. The app features a dealer locator to make it easy to buy. Ads were created by Anyone Collective in Pasadena, Calif.