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Ball hails brand boosting power of 'augmented reality’ cans

By Rory Harrington , 21-Nov-2011

The metal can – for so long a dependable mainstay of the sector – is increasingly being employed as a platform for augmented reality technology that helps brand owners add an extra dimension to their offerings, said Ball Packaging.

Speaking from the show floor Brau Beviale 2011, Larissa Laternser, manager of consumer communications, explained the company is working with food and beverage manufacturers to exploit what it considers to be the huge potential of the technology.

Targeted often at younger consumers, she is convinced augmented reality can be used effectively as a bridge between the virtual and real worlds – with the aim of boosting brands and increasing sales.

Swiping a smart phone over containers with the technology produces a limitless range of virtual images that can be utilized as the ultimate 21st century marketing tool - helping to increase impact at the point of sale and tap into the power of social media, she added.

Laternser said that only a fraction of the technology’s potential is currently being exploited and that the future impact from augmented reality will only be limited by the imagination of packaging manufactures and brand owners.

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