London Fire Brigade

Blipp the Brigade

26 September 2012

London Fire Brigade announced today that it will be the first public sector organisation  to use Blippar, which is an image recognition app, aimed at bringing to life real-world newspapers, magazines, products, and posters.

The Brigade is using Blippar to promote  the World Rescue Challenge, which is the world’s biggest firefighter event. The challenge, which is on 18-20 October at ExCeL London, is  free and open to the public and will see firefighters from across the world compete to see who has what it takes to be the world’s top rescue team. As well as a variety of daring challenges and demonstrations, including parachutists, speedboat rescues and simulated car crashes, the event will also feature London’s Fittest Firefighter competition.

The adverts for the event, which will appear in newspapers and magazines, will be ‘blippable,’ meaning those who’ve downloaded the Blippar app onto their phone will be able to scan the advert, which will spring to life with moving images and sound. The Blippar content will also link through to a short action video about the event. Users will also be able to take a photo of themselves and place it onto a firefighters’ body or the Brigade’s fire dog, Sam, to then share the image with their friends on Facebook or Twitter.

Tori Allerston, Marketing Manager at London Fire Brigade said: “The London Fire Brigade  is at the forefront of using apps and Web 2.0 and is trailblazing this  amazing technology to promote the biggest firefighter event in the world. The Brigade is using Blippar as part of a barrage of marketing tools to get Londoners to the ExCeL so that they can see first hand the devastating impacts of what car crashes and fire can do.

“The London Fire Brigade already has the largest social media presence of any UK local or regional public sector authority in the country and has delivered significant and demonstrable results in cutting fires. It already had great success with its twitter feed, @LondonFire, and the Facebook page is the most successful emergency service page in the country. With Blippar now part of the arsenal the Brigade social media work will continue to go from strength to strength.”

Jess Butcher, CMO and Co Founder of Blippar, said:

''We're delighted to be able to support the London Fire Brigade with this fantastic yet simple blipp idea  - using hi-tech to achieve something fun, interactive and engaging.  We look forward to seeing many more Londoners joining the 'virtual' Brigade through these ads and setting the social networks alight!”


Notes to editors

World Rescue Challenge
More information about the event, including free tickets, can be found here:
Follow all the action on Twitter @WorldRescue2012 using #WorldRescue
For photos and event updates:

Blippar™ is the first image-recognition phone app aimed at bringing to life real-world newspapers, magazines, products and posters with exciting augmented reality experiences and instantaneous content.  The company launched in the UK in the Summer of 2011 and will be expanding globally throughout 2012. For more go to: