Automaker Nissan Canada has today begun an advertising campaign in support of it's "Employee Pricing" promotion in association with Postmedia Network. The newspaper campaign makes use of augmented reality technology from Layar. When a consumer points the camera of an Apple or Android smartphone at the ads, the software will overlay additional digital content on the image. Users will see a video and a link to the Nissan Canada webpage. According to the companies, Postmedia and Nissan are the first in Canada to use this software in an ad campaign. The initiative was developed by TBWA Toronto, with media buying conducted by OMD. Participating newspapers include the National Post, The Vancouver Sun, The Province, the Edmonton Journal, the Calgary Herald, The StarPhoenix, the Leader-Post, The Gazette, the Ottawa Citizen, The Windsor Star, The Times-Colonist and The Winnipeg Free Press. The campaign also includes a contest element which can be entered via the smartphone ads or online at <http://www.canada.com/nissan>. Entrants can win weekly prizes of $500 or $3,000 from June 13 to July 10. "Innovation is at the heart of everything we do at Nissan, from designing and building cars featuring technologies unexpected within their segment, to the way we advertise and bring them to market," said Judy Wheeler, director of marketing at Nissan Canada. "As the first to incorporate this creative new technology into our marketing activity, we're able to further engage with consumers who appreciate being entertained and informed at the same time."