Leo Burnett - Cultural Fuel

While there have been some interesting AR cases in the last year or so, it still felt like playing around with a new technology for technology’s sake. What is much more interesting in the future when it comes to AR and marketing applications, is when the product becomes the interface for more complex interactions as well - as opposed to an extension of traditional storytelling.

Adidas recently announced that it would create sneakers with embedded AR codes which would turn your shoe into a game controller. This holds the potential of adding more dimensionality to AR and brand experience than most of the stuff I’ve seen so far. We’ll see how well it’s done.

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Augmented ID is a TAT concept that visualizes the digital identities of people you meet in real life. With a mobile device and face recognition software from Polar Rose, Augmented ID enables you to discover selected information about people around you. All users control their own augmented appearance, by selecting the content and social network links they want show to others. Modifying your augmented ID is easier than fixing your hair in real life and, of course, TAT Cascades will make sure you look great!

(via missmoss)

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Seriously fun!

Fashionista - The New Webcam Social Shopper

It’s the best of shopping and video gaming!

Thanks, Miles!

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After the recent surge of AR apps for the iPhone 3Gs, now a more artistic and creative idea has hit the apps store. Explore parts of the city that were never realized. Architectural visions that stayed in the drawers now visible on your iPhone in real time. Name of the app: BLDGBLOG.

via Gizmodo

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We recently were awarded the Deutsche Filmmuseum account, when I saw this creative projection implementation for the Amsterdam Filmmuseum. Kudos to W+K!

via http://www.todayandtomorrow.net/2009/09/11/augmented-sand-sculpture/

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Thanks to Alina for sharing!

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Give it a try if you have webcam…

Find out more here

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Very much in the style of “Back to the future”, the new Star Trek movie also includes some Nokia product placement in the very beginning of the movie, including the well-known Nokia ringtone (with a futuristic twist). Nokia, together with Verizon, goes a bit further on their website www.joinstarfleetacademy.com.

Visitors (…) can enter the “interactive video display center” to build the augmented-reality experience. It involves printing out a PDF document reading “incoming message from Starfleet Academy.” Then, using his or her computer’s Webcam, the site shows the viewer holding the sheet and the trailer plays on top of it and moves along with it.

Smart use of technology for this very technophile target of Trekkies.

Via Adweek

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Augmented Reality has been discussed for a while, but it not until now that practical application are slowly hitting the mainstream of brand communications. Costs have sunk, processor speed has gone up and applications have been written that makes it a possibility for everyone to try out.

However, application of AR are often for the sake of using the technology and not so much driven by real utility that improves or literally augments people’s experiences. Here is a good case from Lego that actually makes a lot of sense: you can see the assembled toy truck by holding only its packaging up against the camera.

Via Notcot

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Software developer and artist Julian Oliver brought game of skill to a new level. It’s called levelhead and looks thrilling.

via www.blog.makezine.com

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