Augmented Reality is increasingly commonplace, particularly in marketing – but with its Beam Me Up campaign, UK digital agency Realise came up with the first example of what its calling reverse augmented reality.

In order to promote Star Trek re-runs on the CBS Action channel, Realise developed an AR app using the Aurasma platform. When combined with a custom designed set, the app could make a person virtually disappear – in Star Trek terms, they could be beamed up.

At Londons Destination Star Trek convention last October, the Beam Me Up experience attracted 6,114 engagements and 2,833 app downloads over the three days of the conference.

“Progressive technology provides us with the opportunity to awaken new audiences and deepen our engagement with existing viewers by creating, in this case, the ultimate fan experience,” said Danielle Tomkins, senior marketing manager of CBS Chello Zone Channels. “A first in EMEA, this Star Trek initiative brings the technology used aboard the Starship Enterprise that much closer to a reality for our viewers.”