Augmented Reality: it’s like real life, but better.
Augmented Reality (or AR) is a term that has been in the mainstream public consciousness for decades. Despite all of the promise, it is only now, since the rise of powerful smartphone technology, that AR is finally a mainstream reality. This document aims to outline some of the many opportunities that AR can now offer organisations and brands of all shapes and sizes.
Put simply, AR is the term used to describe an enhanced view of real life by overlaying computer-generated content. This computer-generated ‘virtual content’ can be almost anything – video, 3D models, dynamic web content – and it can be triggered by an image, a location or a combination of the two.
For a more detailed description of AR, view this-plain talking explanation by Common Craft:
Key benefits of Augmented Reality
When the number of major brands using AR in their marcoms increases as rapidly as it has done in the past 6 months, you know that it is a technology which has finally come of age:
“We were blown away by the technology and we’re certain consumers will be. With one in three UK adults owning a smartphone the potential market for initiatives like this is huge and we are proud to be bringing this incredible technology to the masses.”
Sonia Carter, Head of Digital at Kraft Foods
“With the high penetration rate of smartphones… we hope to drive this [AR] forward with innovative features and functionalities synonymous with the Volkswagen brand to allow our customers to connect with us at a deeper level.”
Jamie Lee, General Manager of Marketing Communications at Volkswagen Group Singapore
“Bringing the artwork to life on the CD cover for The Ting Tings is hugely exciting. Aurasma’s augmented reality opens the door to a more interactive relationship with the consumer via otherwise two dimensional means.”
Kelly Bush, Senior Marketing Manager Sony Music UK
Augmented Reality can provide a number of key benefits to brands and organisations:
Augmented Reality for all
AR has a number of practical applications for organisations across different industry sectors. Some examples of industry specific applications include:
Augmented Reality: the stats
We believe that AR is set to become a key way for forward-thinking organisations to add value to their product and service offering in 2012 and beyond.
The range of research activity undertaken in the past 12 months adds real credibility to this belief and is the primary reason that Engine Creative has developed a creative AR service offering for the benefit of existing and future clients:
Engine Creative is an award winning integrated creative agency and world leading Augmented Reality campaign provider. They are an official Aurasma partner and have also created the world’s first fully Augmented Magazine for Top Gear (View case study here) and most recently brought to life life the cover of The Tings Tings latest album (View blog post), allowing fans to witness the band sing their upcoming song ‘Hang It Up’ by simply pointing their smartphone at the cover.
Let’s make it a reality.
For more information on how Augmented Reality could be integrated into your communication strategy, please call Matt Key on 0845 454 1000 or fill out this contact us postcard.
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