You Should Know About: Augmented Reality

Of all the different topics covered at SXSW Interactive, the discussions on augmented reality (AR) really struck us as the exciting technology of the future. If it’s something you’re not familiar with, first think of the scenes in the Terminator movies where you see what the Terminator sees– the real world with graphical information superimposed on top of it.

But the notion of augmented reality, basically an intersection of the real world and the virtual world, has not just been the domain of science fiction. The Heads Up Displays (HUDs) in fighter jets have been projecting virtual data over the pilot’s view of the landscape for decades. We can even bring AR closer still, because it’s already being implemented in media and advertising campaigns.

Whenever a new technology appears, the first question a brand asks is “how can it be used to leverage my product?” First, it’s important to think of AR as another opportunity to connect consumers and brands– one more tool in the ever-expanding toolkit. With any new social technology (e.g. Twitter), it’s important for brands to utilize it in a way that is authentic, engaging and as unobtrusive as possible. And it’s also important for it to drive sales and further the relationship with consumers.

Here are a few examples over the past year or so.

Virtual Lego Boxes

Lego and German AR developer Metaio created these in-store kiosks where you pick up any Lego toy box, hold it in front of the screen, and see a virtual model of the finished toy come to life. It’s surprising, captivating and a great marketing tool because it shows exactly what the finished product will look like, making the purchase all the more desirable. 

USPS Virtual Box Simulator (https://www.prioritymail.com/simulator.asp)

Have a bunch of stuff to mail but don’t want to guess on the box size, or make extra trips to the Post Office. The Virtual Box Simulator allows you to take a picture (or a video feed with a web camera) and the USPS will superimpose the correct box size needed.

Google Sky Map

Download the app onto your Android phone. Hold up your phone to the night sky and it will identify the celestial bodies you see above you.

And while this is still just a demo, this clip from AR devloper ZugStar shows how this technology could be leveraged for brands in the near future.