#1 AUGMENTED REALITY
Augmented reality(AR) is a term and application that has been around since the 1990s. To date, it has mainly been used by engineers and researchers to supplement their work and in very simple manners in the visual world for consumers. However, that has started to change with the mainstreaming of webcams and smartphone cameras that allow individuals to unlock AR content and provide a three-dimensional experience for the user, bringing the real and digital worlds together.
Earlier this year, Doritos introduced a line of Late Night chips. To promote the chips a limited-edition AR symbol was printed on the back of the Late Night chip bag. Users visited a special Doritos Late Night Website, lined up the symbol with their webcam and unlocked a never-before-released song and video from popular pop-punk band Blink-182.
For the 2009 holiday season, The Home Depot has released a special AR gift card. When lined up with a webcam, the card shows a continuous stream of possible gifts and saves the gifts in a special section of the Web site for further viewing and information.
Another cool AR application is from Zugara, where online shoppers can try clothes on before they buy them.
There really seems to be no limit to the potential of AR. In addition to those from Doritos, The Home Depot and Zugara, lots of interesting and unique AR ideas are starting to pop up. Papa John’s and Starbucks are using AR to help iPhone users find store locations. The December issue of Esquire featured an AR cover that unlocked an interactive video with Robert Downey Jr. and a commercial from Lexus. GE has featured AR when promoting their smart grid technology. Walmart has used AR to sell tween furniture.
