The popularity of the augmented reality campaign can be judged by the fact that its video on Youtube has already garnered over 42,000 views in two days. Those who experienced the augmented reality have also started uploading their own videos, creating a multiple effect.
Visitors at the Auto Expo get a chance to experience the augmented reality technology first hand; they can interact with a virtual cheetah, standing on the area marked out on the floor. A big screen over the XUV shows a cheetah walking in and standing next to the visitor. When the image is captured, it shows the visitor, the car, and the cheetah, with a watermark on the image -- Me with the cheetah! -- XUV500.
As part of the campaign, Hungama has also created a website and WAP site for Mahindra, which gives users a virtual tour of Mahindra's stall at the Auto Expo. The website also has links to social media destinations of various brands, shares functionality, and an inquiry form.
Besides this, iPad applications, digital brochures, and cut-out applications have also been created by Hungama.
Hungama had earlier used augmented reality for the 7Up Allu Arjun campaign.