Programmatic Lunch

HP teams up with Oath on AR mobile campaign

Tyrone Stewart

Computing company HP has joined forces with Verizon’s digital media subsidiary Oath to create an augmented reality (AR) mobile experience centred on HP’s printing offerings.

The campaign, created by Oath’s Ryot Studio and in partnership with Omnicom Media Group’s PHD, focuses on HP’s Instant Ink’s Free Printing Plan and HP Envy Photo printer. The experience enables users to select photos from their device via an ad in the Yahoo Mail app and place them in printable picture frames. They can then see how photos printed and folded into different frame styles would look in their homes or other locations, all through their smartphone’s camera.

“We are excited to work with Oath on this piece of content as it is a great way to combine the modern technology of augmented reality with the traditional nostalgia of printing physical photos, which can now be done with professional quality at home,” said Laura Davies, marketing manager at HP. “The two worlds don’t often meet and we feel that this is a unique partnership with engaging and relevant content that we hope people will enjoy.”

Oath began rolling out its AR mobile ad unit internationally – alongside a native ad format, a coupon-focused ‘utility’ format and a social format – back in February. The AR format is currently being tested within the Yahoo Mail iOS app through the Yahoo Gemini platform. Oath says it will expand to other mobile apps in the future.

HP is also distributing videos and editorial to support the campaign through Yahoo Gemini and video platform BrightRoll.