Augmented reality allows users to overlay digital information on the real world. LocFinder uses augmented reality to help users find where they parked or navigate to meet-up points. Yelp overlays user reviews on buildings using augmented reality. Businesses are using augmented reality in marketing campaigns, like Nike launching a new football boot in Hong Kong by allowing users to point their phone at posters to see videos. Augmented reality brings physical objects to life by adding virtual information and interactions.

1. Augmented RealityIvan Vukovic11/23/09COM 495

2. What is AR?

3. How does it work?

4. LocFinderLocation finder compass integrated with augmented reality

5. Find where you parked your car, how far away your house is, or how to get to a point where you plan to meet someone.Operated by wikitude.me

6. Geo-tagging the world

7. Launched Summer ‘09Yelp Overlays Yelp member reviews onto buildings

8. The second iPhone application to utilize augmented reality after Metro Paris

9. Presents information about restaurants/commercial locationsUtilizes “layers” to allow users to filter what it is they are looking for

10. Has over 230 layers, only 26 of which are aimed at tourists.What can you integrate with it?

12. Because of some of the challenges on mobile, it has allowed advertisers to keep messages fairly simple, with a single frame, and that tends to resonate well with the audience. In fact, mobile advertising is 3X-to-5X more effective compared to online advertising.Bruce Braun, CEO of Agent-M, moderated the “Measuring Mobile—Exploring the Metrics” panel at ad:tech New York

13. What are businesses doing with this?Examples:Nike ‘T90’ football boot launch in Hong Kong, Q3 2008, McCann Erickson Hong Kong and The Hyperfactory. Fanta‘Play’ tennis game in Europe, Q1 2009, Ogilvy UK and The Hyperfactory. The Ford Ka launch in Europe, Q1 2009, Wunderman. WWF China, Q2 2009, BBH China and Qdero.

14. Bringing objects to life