EPISODE I
As we step into the world of web 3.0 the use of Augmented Reality has become the new trendy medium in advertising. Augmented Reality (AR), is the term for a live direct or indirect view of a physical real-world environment whose elements are merged with, or augmented by virtual computer-generated imagery- creating a mixed reality. Though this definition may seem foreign and full of techie jargon, the concept has been around for decades. Think back to the Star Wars days (The original trilogy obviously!) when Princess Leia sent her desperate holographic message to Obi Wan Kenobi. The hologram that R2-D2 carried was augmenting the physical world around him, creating a mixed reality.
How AR works:
To use an AR site you must have the correct hardware. The site cannot function without the aid of a web camera. The next piece is the trigger. Most sites have a trigger that is either printed out, download to your Smartphone, or sent from the company directly. Then you download the software or plug-in, (most are flash based, with the more involved ones requiring specialized plug-ins). With all of these steps completed, you show your web camera the trigger and the video on your computer screen will present you holding a hologram rather than the trigger. The web camera recognizes the trigger that is printed out and replaces it on your computer screen with a 3D image (like a green screen). Companies are using this technology to extend trialability and allow tech savvy consumers to interact with their products within the comfort of their own homes. (Example)
L7 Creative is always developing methods to bring success to our client’s campaigns. As an agency we are interested in the use of AR because it brings a new dimension to our clients brands through an exciting new medium.
Check back on September 28th for the next installment:
Episode II will explore the integration of AR in successful advertising campaigns. We will road trip with our pizza box, become a Transformer, visit the USS Enterprise, and learn how Best Buy is bringing new life to their print media.
Tags: Advertising, AR, Augmented Reality, Branding, Creative, L7 Creative, Marketing, San Diego Advertising