Case Construction Equipment has released the "Case Experience AR Application" that brings its products and solutions to life on mobile smartphones or tablets through augmented reality (AR) technology. The free app lets customers engage with Case products through interactive and 3-D features, videos, animations and voice-supported text on mobile devices.

"Small- to mid-size businesses don’t have time for gimmicks," said Athena Campos, director of marketing, Case Construction Equipment — North America. "Their growth objectives require the right equipment and support to do more work, more efficiently. The Case Experience app simply provides a way to debunk myths and quickly communicate the productivity advantages that Case machines, selective catalytic reduction technology and dealers deliver. We’ve chosen AR as one method of connection with our customers through a simple multimedia experience."

AR technology is the process of superimposing digitally rendered images onto real-world surroundings, giving a sense of an illusion or virtual reality. The use of the technology is rising with the popularity of smartphones and tablets. AR applications are found in a range of industries from the medical field to the military.

The first use of the "Case Experience AR App" is now available on print advertisements for Case’s selective catalytic reduction (SCR) technology available on the F Series wheel loaders. Through the application, customers can see how SCR works to deliver a 12 percent increase in fuel efficiency along with faster acceleration, quicker cycle times, and less downtime.

"The ’Case Experience AR App’ demonstrates the power and simplicity of SCR technology for generating peak, fuel efficient engine performance while converting NOx to harmless nitrogen and H2O emissions,” said Campos.

The application can be downloaded from casece.com/ar, Google Play for Android devices, and Apple iTunes for the iPhone and iPad. The augmented reality print ads can be viewed on the Case Construction Web site and in several construction industry magazines.

Pointing the tablet or phone camera at one of the two AR ads with the black and white QR code at the bottom brings up a 3-D, interactive view of how SCR technology works. Touching the separate markers or images on the device screen launches several voiceovers that explain why SCR is better for customers’ operations and the environment. Users also can touch the Case logo at the bottom of the screen to sign up for more information or to request a product demonstration.

"While we’re a brand that’s been around for more than 170 years, Case products and dealers have been the best kept secret," said Campos. "Moving forward, the industry will see more meaningful uses of technology and interactive communications that help simplify our customers’ lives."

The "Case Experience AR App" is optimized for the iPhone 5, and is compatible with the iPhone 3GS, iPhone 4, iPhone 4S, iPod touch (generations 3, 4 and 5) and iPad.

It requires an operating system of iOS 5.1 or later.

For more information, visit www.casece.com.

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