People who view the outdoor, print and TV ad can use the Google app to capture an image and get extra content. For instance, if you scan a scene from the TV spot, you can download a video of YouTube star Maria Aragon.
Bus shelter ads in New York, Los Angeles, Chicago, San Francisco and Seattle also lead to the song “Bring Us Closer Together” by indie rock group Hooray For Earth. Digital ads also unlock custom content from Funny or Die. Deutsch LA created the campaign.
Google launched Goggles in late 2009. Since that time, few marketers have used the app in their advertising and marketing communications. Last year, though, Google ran a pilot program with Buick, Disney, Diageo, Delta Airlines and T-Mobile using Google Goggles to translate advertising messages. In March, Michael Singer, director of mobile ads for the Americas at Google, told Mashable that Google was still assessing the data from those campaigns and figuring out the next stage of Goggles’ beta.
