European carrier Telefónica’s innovation division, Telefónica Digital has entered into a global partnership with augmented reality platform provider Aurasma, with a view to integrating the technology into a range of media services Telefónica offers to brands and advertisers.

With a focus on advertising in the UK, Telefónica claims the deal is one of the biggest between a global telecoms company and an augmented reality provider to date.

Aurasma claims its technology recognises images and objects, allowing interactive digital content such as videos, coupons, competitions and 3D animations to be unlocked from virtually any type of media, including outdoor billboards, print adverts, products, physical locations and in-store materials.  Since its launch in June 2011, the company has attracted over 8,000 commercial partners platform and reached more than four million downloads of its app.

Augmented reality offerings will sit alongside other technologies including location-based marketing and mobile coupons, as well as in Telefónica’s own marketing campaigns.

“Augmented reality has the potential to fundamentally change advertising, transforming current static formats and introducing new levels of interactivity,” said Shaun Gregory, global director of advertising at Telefónica Digital.