British footwear retailer Clarks is experimenting with augmented reality for the first time in a bid to close the gap for consumers between its print ads and e-commerce.

Following in the footsteps of Dunhill, Net-a-Porter and the British Fashion Council before it, the brand has partnered with image-recognition technology company Aurasma to make its spring/summer 2012 campaign come alive.

Using the Aurasma app (available for free from iTunes and for the Android), consumers will be able to point their cameras any any Clarks advert to see one of four different videos that accompany it. They will also be able to click through to the Clarks website to continue browsing.

Roy Gardner, head of category at Clarks, said: ‘We’re proud to be the first footwear brand to offer this experience to our consumers in the UK. Aurasma technology enables us to provide fantastic insight into the Clarks brand at a time when we are embracing new and innovative ways of inspiring and
engaging our consumers.’

UPDATE: M&S has also teamed up with Aurasma for a special Valentine’s Day campaign – read more here.