Augmented Reality, say what?
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Sounds like something out of a Steven Spielberg movie? Don’t worry you are not alone in your thinking, this is brand new technology that has finally stepped out of the box. |
It’s being written about more and more, especially by marketing people and in the last month it has been mentioned at least 5 times an hour on Twitter. So what is Augmented Reality and why should you care?
The basic idea of augmented reality is to superimpose graphics, audio and other sense enhancements over a real-world environment in real-time. Sounds pretty simple. Besides, haven't television networks been doing that with graphics for decades? Well, yes in a way but all television networks do is display a static graphic that does not adjust with camera movement. Augmented reality is far more advanced than any technology you've seen in television broadcasts.
Why should you care?
Is augmented reality going to be the Next Big Thing? A lot of people think so, as all the increasing talk is helping the topic rapidly gain more exposure. This along with various agency and products starting the use augmented reality makes it clear that this is definitely something to watch.
In the last month the first Augmented Reality (AR) iPhone app specifically for the US has been released on the iTunes App Store. The undisclosed new feature allows iPhone 3Gs owners to shake their phones three times to turn on a view called "the Monocle." This view uses the phone's GPS and compass to display markers for restaurants, bars and other nearby businesses on top of the camera's view.
One brand that has successfully made use of augmented reality technology are MINI with a recent campaign in Germany. This campaign has managed to create a truly interactive media piece out of a 2-dimensional magazine ad. Using AR tracking technology, as you hold the ad up to your computer’s webcam, you’ll see a 3-D model of a MINI Cabrio convertible that moves as you turn the sheet of paper around. All you need is a copy of the ad, a webcam, and a web browser to view the 3-D AR effect. The ad appeared recently in three German automotive magazines: Auto, Motor und Sport, Werben & Verkaufen and Autobild.
Other brands that have successfully used AR technology in campaigns include Procter & Gamble with a new campaign for the feminine care brand Always and BMW when they launched the new Z4 earlier in the year.
How important will this technology be? How will it impact our lives? What implications should we as marketers consider?
Its early days still. But just seeing who’s already doing what, and how developments are rapidly moving, this is something we ought to keep an active eye on.
To find out more about this exciting technology and how it can be used effectively in your next campaign, please complete the form below: