Jessica Butcher, co-founder and chief marketing officer at Blippar, said: “The blipps are there to educate customers as they explore the new Leon, making the experience much more interactive and memorable.”

Dealers and manufacturers can track how, where, when and for how long users interact with content through Blippar’s dashboard management system.

When Mercedes-Benz launched its new B-Class, it gave iPads to its UK dealers to explain the car’s key technology features with videos and animated diagrams.

Augmented reality apps are also being used by manufacturers in areas such as brochures for new models. Audi’s Vision app unlocks the static pages of the German brand’s model range brochures, triggering additional content such as video, sound, hotspots and additional pictures and text.

Hugh Fletcher, national digital manager for Audi UK, said: “Audi Vision is the most innovative digital project we’ve undertaken to date, and applying this technology to our brochures is just the beginning.

“In the coming years, we’ll be using the Vision platform across a broad spectrum of marketing channels, augmenting printed matter, digital content and other materials used by our Audi dealerships to allow customers to really get under the skin of our cars.”

Volkswagen technicians in Germany are also using augmented reality apps to help service cars, using VW’s MARTA (mobile augmented reality technical assistance) system for service information.

Previously, VW’s service technicians could only call up digital repair guidelines using the application. Now, they can use tablets to call up the MARTA system, which “labels” the individual parts and elements with text. After the system has been “initialised” (during which the vehicle’s silhouette is matched up to a camera image of the real vehicle) the individual context-dependent work steps are shown on the employee’s tablet.

 

How much does it cost?

While manufacturers have money to invest in the more complicated augmented reality features, which come at a cost, consumers can use the app and its features for free.

For example, dealers could include blips on their promotional materials and adverts, linking to the dealer’s website, videos of the car in action or an email contact form. Dealers may also consider running seasonal campaigns that link back to specific information. Running a winter tyre campaign? Include a video explaining what sort of difference they can make to average stopping distances.

 

Tablet stats

YouGov’s quarterly Tablet Track study shows 29% of the UK adult population have access to a tablet at home.

Of those who own a tablet, 11% are looking to buy a new one in the future. A fifth (19%) of those who don’t own a tablet are likely to get one. More than  a third (35% or about 2.2 million) expected to get one over Christmas.

The study shows tablet penetration is increasing steadily. Almost three in 10 (29%) UK adults have access to one of the devices in their home, an increase from 26% in Q2 2013. 28% of households have more than one device.