Today's series of five Hill `n' Dale ads advertising the upcoming sale of Lady Eli as hip 111 November 5 at Keeneland are the first in the TDN presented in “augmented reality.” Users can download the LifePrint Photo App on iOS or Android devices from the app store. With the app open, users point their device at their computer monitor, tablet, iPad or printed copy of the TDN and watch the stretch run of her five Grade I races—one per ad–as the photo animates within the frame. The ad concept was developed by LGB, Hill 'n' Dale and Keeneland. “As an agency, we have always looked to be at the forefront of the curve,” said Lance Bell, president and CEO of LGB. “In today's world, it is extremely difficult to get someone's attention. We are inundated with data and our brains are conditioned to discount information, rather than embrace it. But if ever there were a horse that deserved a special level of attention to showcase her exceptional qualities, it is Lady Eli.” The ads appear in Sunday's TDN. Augmented reality is an interactive experience of a real-world environment where objects in the real world are augmented by computer-generated perceptual information.
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