Augmented realityHelen, Lucy and Philly30/11/11
Introduction• Augmented reality (AR) is an engaging way of combining live video with computer- generated data and visualisations.• AR will have a significant impact on marketers as it can improve on-pack promotions, point of sale, print and billboard advertising.• It can also help significantly when buying online as it helps consumers to literally visualise the products in their home. It gives them a chance to try before they buy…ish.• It’s also good fun for gaming as you will see……
Current trends and examples• The new way to choose the correct photo frame:• An illustration of the evolution of the mobile phone:
Current trends and examples• Tesco has launched an AR programme allowing you to see 3D images of over 40 products online. Use your Club Card or catalogue to activate (plus browser plug-in).• Sony and Bosch have similar programmes that allow you to see Sony TVs in your living room, or to design your own kitchen with Bosch products in place.• In the US, Starbucks have made their red cups come to life with animated characters this winter:
Current trends and examples• First AR game – Blippar’s tie-in with Cadbury:• “Image-recognition-enabled augmented reality is far from a ‘gimmick’ and will fundamentally change how consumers interact with their favourite real-world brands. Blippar has been built to bridge the gap from physical to digital and enable real-time interaction in mobile situations.“ CEO and co-founder, Ambarish Mitra• The Blippar app will also offer ‘blipps’ on everyday objects – e.g., scan your London Transport Oyster card with your smartphone, and times and delays could be displayed.
Future predictions and developments• Nano-tech projection – projections of emails/videos from your contact lenses.• Soon you’ll be able to get yourself checked out using AR via Facebook and Twitter. Scan the room with your phone to find singles in your area! Decide who you want to socialise with!
Future predictions and developments• Once AR is absorbed into our social networking, it will become part of our lifestyle.• Will we dress in virtual accessories? Will these become more fashionable than the real thing?• When it’s integrated this deep – will it be AR or just reality?