Box Autos

Audi has taken the back off its new R8 V10 plus supercar for a new video which allows viewers to see its high-performance 550PS engine in action – and hear it roar.

The film, which captures the excitement of the R8 accelerating at full throttle.

Thanks to augmented-reality technology – used for the first time by Audi – users of the free image-recognition app Blippar are able to view this video by simply pointing their phone at print and poster advertisements of the car, instantly bringing 2D photographs to life.

“The new Audi R8 V10 plus pushes boundaries in terms of performance and innovation. The use of Blippar technology allows people to interact immediately with the car, and get under its bonnet in a way they simply would not be able to do with a 2D advertisement alone. The new video content gives car enthusiasts the opportunity to hear the R8 V10 plus being taken to the red line,” explains Kristian Dean, National Communications Manager for Audi .

“Augmented reality opens up a whole new world of marketing potential, and will only become more exciting as more brands embrace apps such as Blippar. Audi is proud to be one of the first major brands to utilise this new technology – an approach in keeping with the company philosophy of Vorsprung durch Technik.”