Augmented Reality. Ever heard of it? I hope you did… because it’s almost over! The Next BIG THING around the (marketing) block in augmented reality is coming: “ANW”, Articulated Naturality Web! Beyond my intelligence. If I understand it well, ‘Articulate’ is a system that has natural language to interact with visualizations. The result : location-relevant online information, anywhere, anytime.
That is technically very very impressive stuff, as you can see here:
A glimpse of the impact of AR/ANW on daily life:
What’s marketing got to do with this? you might ask. Well, we’d better gear up and find ways to exploit this new technology …
- Grassroot campaigns
Take a big screen, and project AR/ANW to create stopping power!
- Storytelling
Now any packaging can have an AR booster that can tell the brand story, give information to the consumer, educate, etc.
- P.o.s. materials
Want to get your message across in point of sale… AR can bring a lot to the party. Bring that message “to life” so to speak.
- Screens
Attract people in a new, engaging way. On whatever screen, in whatever location.
- Mobile
There will be a gazillion application on mobile, as the short video above has demonstrated. Use them, for your brand!
- Advertising
AR elements can really lift your brand, and let it be seen as innovative, breakthrough, futuristic.
The video below speaks for itself, and will show you were the possibilities are going. Imagine your brand in some of those information/data frames:
Conclusion
Articulated Naturality Web is the future of mobile life and potentially the future of advertising. Augmentation of the world around us with layers and layers of information, all in our fingertips. Awesome! Question is: which brands will be the early adopters of the technology?
Here are some first fun marketing exploitations of AR:
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Almost forgot! Fascinated by AR, I uploaded a small AR experiment of my own on YouTube. Take a look http://www.youtube.com/watch?v=F5YsmJ5BlR0
Hi Kurt,
A piece of AR of particular interest to me (and fellow Marketer’s) is Blippar: http://blippar.com/
It’s an amazing Augmented Reality App available on iPhone that takes real world objects, brands, magazines whatever you like, and brings them to life.
Mercedes have just used the technology as a cornerstone of a competition they ran to win a C63 Coupe http://www.thedrum.co.uk/news/2011/11/14/blippar-creates-content-mercedes-benz-campaign.
Soft drinks brands such as Lucozade are using similar technology to activate partnerships they have with musicians, providing unique content on-pack via a image recognition and AR overlays.
http://www.thedrum.co.uk/news/2011/11/22/lucozade-energy-releases-augmented-reality-campaign-featuring-tinie-tempah-and-plan
FHM Magazine also ran an interactive issue, bridging the long discussed gap between print media and digital.
Its immensely exciting the direction in which this technology is heading…as soon as one of the AR App manufacturers gets pre installed on iPhone or Android the volume of interactive content is bound to increase massively.
Thanks, ian
Hi Ian. Great perspectives. Thank you for sharing! KURT
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