MAHLE Aftermarket Inc. has incorporated innovative augmented reality technology into its series of SMART PART(ner) advertisements that enables the print material to come to life. Augmented reality has been implemented into advertisements promoting MAHLE Original filters, thermostats and turbochargers, as well as Victor Reinz gaskets.

Augmented reality is, as defined by MAHLE, “a technology that superimposes a computer-generated image on a user’s view of the real world, thus providing a composite view.” Currently appearing in industry trade publications, the new augmented reality ads highlight key features and benefits of the subject product line. Photography placed in the ad serves as the “trigger,” which launches the augmented reality experience.

“MAHLE has always been known as an innovator in the automotive industry, and now this leadership position has taken another step forward,” said Ted Hughes, manager ­of marketing for MAHLE Aftermarket. “A single page ad can hardly do justice to telling the complete story of MAHLE products. The uncompromised quality and innovative design of our products helps to redefine original equipment standards, and that’s where augmented reality comes into play.”

Using the free downloadable Aurasma mobile app, the user simply points their mobile device at the trigger image (photograph of a technician) and the photograph comes to life, which allows the viewer to listen to the technician explain the benefits of MAHLE products in addition to reading about them in print.