Adidas Group company TaylorMade Golf is giving magazine readers the chance to play with a new club by using augmented reality to interact with the brand?s ad.

Readers of Golf Digest and Golf Magazine who download a new mobile application from TayloreMade are able to unlock a virtual experience involving the brand?s latest golf club while viewing a print ad appearing in these publications. This is the first time that TaylorMade Golf has leveraged augmented reailty to tell a product story.

"We felt augmented reality allowed the consumer to engage the product in a new/different way," said Brad Holder, senior director of U.S. marketing for TaylorMade, adidas Golf and Ashworth brands.

"The augmented reality platform also allowed us to get this product into consumer hands before its retail date," he said.  

"We want to connect to the consumer where they are consuming content and researching new products, and that is happening on mobile. It is a growing part of our media mix."

Immersive experiences
While the R1 driver is not available until Feb. 1, augmented reality enables TaylorMade to provide golf fans with an immersive experience with the driver from their mobile device wherever they are.

Magazine readers who download the R1 mobile app and point a smartphone or tablet device at the print ads will see a virtual golf club on the screen.

Once the R1 comes to life, users can spin the clubhead with a swipe of their finger to view it from all angles, pinch to zoom in as well as virtually tune the driver based on individual needs and preferences by adjusting the loft, face angle and shot shape of the virtual R1.

Users can also select launch conditions and then watch a simulated flight path by selecting the ?test swing? option on the app.

The app can be downloaded from the Apple App Store or from Google Play.

Driving awareness
By leveraging augmented reality, TaylorMade is able to drive awareness for the interactive features of its new club with its targeted audience. The new club offers three adjustability technologies allowing it to be tuned 168 different ways.

TaylorMade-adidas Golf Company is headquarters in Carlsbad, CA, and sells golf clubs, balls, clothing and accessories under the TaylorMade, adidas Golf, Adams and Ashworth brands.

"We?re learning in the space, trying to create innovative experience, trying to understand the consumer behavior, how they consumer and share," Mr. Holder said.

"Regardless of medium, at the end of the day it?s about the golfer going out and trying/buying the product," he said.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York