Augmented Reality (AR) is a term for a live direct or indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input, such as sound or graphics. It is related to a more general concept called mediated reality, in which a view of reality is modified to enhance one’s current perception of reality. For any of you (luddites) who still haven't seen some of the things brands can do using AR, we've compiled a few examples below.
The first example isn't really AR at all. It is however the first example of mixed/ augmented reality in the midst of an otherwise formally conventional feature film, but also in relation to the recent proliferation of text treatments in motion graphics work. The overlaying of text on screen in this scene from David Fincher's Fight Club bears an uncanny relationship to recent experiments with information graphics in augmented reality research. It also offers a clever and self-reflexive meta-commentary on the conventions of product-placement that is increasingly common in contemporary feature films. (See below)
Multiple “Jesus” sightings (in inanimate objects) had occurred in rapid succession in the Netherlands with growing coverage in the news.
To capitalize on this buzz, on the Friday before Easter, Nestle’s agency in Amsterdam (UbachsWisbrun/JWT) seeded fake news content (with pictures) to the country’s largest news websites.
The story identified that a Dutchman had found the image of none other then Jesus Christ in his Kit-Kat bar. Kit Kat wanted to play on its 'Have a break, have a Kit Kat' tagline within this context. Have a break in the Netherlands means "give me a break" or "enough is enough". Instead of creating an ad, they created a sighting of Jesus in a Kit Kat.
A credible fake email was created and sent from a person who had apparently just taken a bite out a Kit Kat and found, to his utter disbelief, an image of Jesus. Within four days the Jesus Kit-Kat was on more then 100,000 websites around the world.
Facebook has released an ad conversion tracking tool to a limited set of advertisers. As Facebook describes the service, “Conversion tracking allows you to track activity that happens on your website as a result of someone on Facebook seeing or clicking your Facebook Ad.”
The new service will allow Advertisers the ability to assign a specific value to an action on their own websites and effectively determine the ROI of their Facebook advertising campaigns. This also promises to save a lot of time for advertisers who currently need to dump their data into spreadsheets and cross-reference that data when tracking ad spend ROI (return on investment). Once the ad conversion tracking tool is fully released to all, Advertisers will be able to track conversions, tag conversion values, and a SKU codes. Also, rather than providing the type of conversion funnel tracking provided through Google Analytics, Facebook is recommending that, “advertisers use a series of SKU codes for each page on your site”.
Facebook has realized that the more tools they can provide to advertisers, the more likely advertisers will be to spend money on the platform in the future. And then there was light. ;)
Chevrolet, exclusive automotive sponsor of SXSW music, film and interactive festival for the next three years, will use its freshman presence to get ideas on best practices and emerging technologies in social media. More important to Goodbuzz, Chevrolet is also using the show to test three social-media applications.
The first is a mobile location app from Austin-based Gowalla that tells a cell phone user's contacts where he or she is. When Gowalla users check in at various locations in Austin, they will get text messages with offers from Chevrolet and SXSW, such as a free ride in a new Equinox for those who use Gowalla when they get to the airport.
Chevrolet will also use Quick Response (QR) codes to tout the three vehicles it is featuring at the show. When mobile phone users photograph QR codes on the display vehicles, they will open a microsite detailing vehicle features. Users who download the Chevrolet iReveal Augmented Reality AR application, available in Beta form, will be able to unlock three-dimensional models of Chevrolet vehicles. The application will provide key specifications of the vehicles, and insert the virtual image of the car over the actual streetscape viewed through the smart phone camera lens.
Finally, Chevrolet will run a team-based road rally called "See the USA in your Chevrolet: A SXSW Road Trip," in which teams will drive to Austin from various places like New York and San Diego while completing missions selected by followers on Twitter, and using social media and user-generated content to record their trips.
The GM division will have a Chevrolet Volt Recharging Station for digital devices and a fleet of Camaros, Equinoxes, Malibus, and Traverses for conference attendees. Chevrolet will also offer rides to and from downtown, to exclusive events, and restaurants. “The idea is to contribute to what people are there to do rather than brand all over the place." All we can say is "Go GM!" ;)
PREMIER LEAGUE football's biggest stars have entered the realm of Augmented Reality (AR) in 2010 thanks to a new deal between Topps Europe, the publishers of Premier League sticker albums and trading cards, and AR pioneers Total Immersion.
For the first time, Premier League football collectors' cards include an Augmented Reality (AR) element, with Wayne Rooney, Theo Walcott and Frank Lampard featured on three special collectors' cards. Football fans can watch each player showcase special moves in AR animation and even challenge them in a free-kick game via the Topps' website.
The Topps Total Football 2009/10 series features more than 450 collectors stickers, including the three 3D Live stickers. To use the interactive animation technology, fans log on to the website and select the player on the sticker. Once the programme has started, users simply place the sticker under their web cam and the player comes to life.
Once activated, each of the AR players can be rotated around and their movements controlled with a single keystroke.
To accompany the 2009/10 Total Football series, Topps have created a special collector album with an augmented reality front cover.
