American Express Gets Festive with Talking Tags

Augmented Reality is hot among brand marketers, and American Express was inspired to test a seasonal spin on AR.

AmEx card holders in Australia were sent a Talking Tag to include with gifts for prank-playing partners, naughty friends, nice siblings, and wolf-crying colleagues. The tags direct recipients to an augmented reality experience customized just for them.

Scan the card via webcam and a pair of lips appears with a customized Christmas message in eight different voices ranging from a grandmother to a pluumy-voiced British aristocrat, informing the present-holder if they’ve been naughty or nice.

Created by Ogilvy Sydney, gift-givers can also print out their own gift tag and choose their own message.

Other brands riding the AR sleigh this holiday season include Starbucks and Nike.