Here’s a fascinating example of building demand for your future consumers through play - the Toyota Backseat Driver. It’s a smartphone application that allows you to drive a virtual car while riding in a real car - and the virtual ride is linked by GPS to your actual driving route, including the passing of virtual landmarks. Playing the game earns you points to customize your virtual car.
Check out the video from 13th Street Universal, where they explain their latest campaign to ‘involve their audience like never before’. This is one of those promotions that seem to have everything but the kitchen sink thrown in - augmented reality, smartphones, location-based experiences, real-world interaction, scavenger hunt/gaming mechanics and social networking.
I like the tech, and the experience sounds highly engaging, but I’m left wondering: how does this idea achieve any scale? The depth of experience can’t really be shared effectively with video units like this, and they’re clearly not going to send every potential audience member to Berlin. Perhaps they are counting on PR coverage to get people to tune in to a more generalized version they’ll release later? Or they imagine that the winners will be influential enough with their friends to spread the word? Or maybe they are only picking winners with high Klout scores?
I’m assuming that you set your phone on the ad and then load a website to see the video (they left out this detail in the video). It’s a nice way to build intrigue around your app, but a little mono-intentional.
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.
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!
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.