In a first for BBC Worldwide Australasia and for Roadshow Entertainment (Australian distributors of BBC Worldwide DVDs),

Top Gear fans will be offered exclusive augmented reality (AR) content with the DVD release, Top Gear: The Challenges 6, on sale in Australia from August 2nd. The first in a planned series of AR releases on BBC Worldwide DVDs, Top Gear fans will be able to use their smartphones and tablet devices to bring The Stig – complete with kung-fu moves – to life that can then be shared via social networking sites.

Partnering with Aurasma and using their augmented reality app, the 10-second animation is activated when a user points their Aurasma-enabled smartphone or tablet device at the DVD sleeve and the sequence of moves has been modelled on the character

‘The Stig’s Chinese Cousin’ which features in the latest series of Top Gear.

“Roadshow Entertainment continues to explore innovative approaches that connect fans with the content they love. BBC Worldwide are leading the charge in digital engagement and we are excited to be working closely with them to bring initiatives like this one to life. As the installed base of ‘smart’ devices continues to grow, connection with our customers through this channel is critical and we look forward to continuing to pursue this approach with our content partners.”

Neil Wilson, Digital Marketing Manager, Roadshow Entertainment.

Martina King From Aurasma

comments: “BBC Worldwide is one of the most innovative companies in the world. We are delighted they have chosen us to bring their DVDs to life in a whole new way that is sure to enthral Top Gear fans.”

Fiona Eastwood, Product Development Director at BBC Worldwide Consumer Products

says: “Top Gear is one of our key brands so we’re always thinking about new ways in which we can enhance experiences for its fans. Offering exclusive content through smart phone enabled technology is a great way for users to engage with the brand away from the television set.”