Archive for July 28, 2009
Augmented Reality: My Kind of Reality
Augmented Reality (AR) campaigns have been popping up at a steady pace in the past year, whether they are ad / branding campaigns, apps, and even business cards; in fact, “rampant pace” may actually be the better way of putting it.
The first AR I witness and tried out was General Electric’s “Plug Into the Smart Grid” campaign where it immediately caught my attention, and I started to think it was one of the best thing created ever since the invention of sliced bread!
Being a natural fan of tech, this reaction was quite expected; especially considering how well the technology worked, but when the professional hat came on, I also realized the vast possibilities of advertising and marketing that was attached to this new technology, whether it be in the online, mobile, and indeed, in the out of home and digital out of home worlds. In fact, Augmented Reality could be one of the rare, “once in a blue moon” options that can really tie all these medias together. That is indeed a feat in itself.
There are 2 main components needed to pull off an Augmented Reality campaign:
1) The computer generated map (I believe a process called “Chroma-Keying”)
2) A digital display with a camera that can read the Chroma-Key, and a computer that can process and display the outcome / resulting 3D visual of the Key.
In staying on the theme of this particular blog, the 1st component could be delivered by mobile devices or simple handouts (whether by Point-of-Purchase, or street teams, etc.) The 2nd component also seems very viable in terms of the digital signage world as well (whether they are digital signage with webcams / media players with the necessary programs installed, or kiosks built for these specific purposes).
So far, Augmented Reality campaigns have been mostly delivered by web and mobile medias (and a bit by OOH media), but as stated above, there is no reason to think that this technology cannot be fully integrated into the digital out of home media space, and provide brands and agencies with a new and fresh way to capture and engage the consumers to develop lasting and memorable campaigns in addition to creating interesting content. Entertainment, product demos, branding, sweepstakes are some of the things that come to mind.
Of course, with many things in the DOOH, it will take some time and investment, but the ROI may just be all worth it. Until that day comes, here are some inspirations:
BMW’s Mini Cooper AR campaign
Transformers Movie AR Campaign
Experience The Enterprise – Star Trek Augmented Reality
United States Postal Service AR Campaign
*Update*
Coraline (Movie) Out of Home / Digtial Out of Home AR Campaign (thanks to @stephenrandall!)
