Technology: Autonomy turns to Mischief

Mischief to promote 'visual browser' technology Aurasma to brands and consumers.

HP-owned software firm Autonomy has called in Mischief to publicise its latest technology, billed as 'the world's first visual browser'.

Aurasma uses image and pattern recognition to identify images and objects in the real world, blending them with interactive content such as videos and animation called 'Auras'.

As the retained UK agency for Aurasma, Mischief will run a press office and handle brand activation and consumer campaigns.

Mischief CEO Mitchell Kaye said: 'Our job will be educating people about Aurasma's story, achieving press coverage for the brand, leading to companies signing up to use the technology.'

Mischief was hired following a competitive pitch. The account will be led by Kaye and creative director Daniel Glover, reporting to Tamara Roukaerts and Martina King, joint MDs of Aurasma.

The agency will promote Aurasma directly to consumers through user-generated content, while communicating the benefits of the software to brands.

Mischief aims to target a broad audience of smartphone and tablet users from children and students to families and professionals.

Aurasma is sponsoring the shirts of Premiership football team Tottenham Hotspur this season. Fans can point their Aurasma-enabled mobiles at the shirts to launch footage.

Earlier this month, Aurasma announced that it is working with the UK Government and Tech City to create a series of apps.

At the launch of the partnership Prime Minister David Cameron said: 'Aurasma is about to change the way we see and interact with information.'

UK firm Autonomy was bought by HP for £7.8bn in October.

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