Augmented Reality is Over-hyped and Abused

Augmented reality has seen a huge rise in recent months , the problem however is that it is meant to be a technology that is based on utility and yet it is overrun with gimmicks. It is able to create innovative and sustained engagement between its brands and its consumer but it is becoming more difficult to achieve that, even though it should be becoming easier! A high percentage of people will still not download browser plug-ins or software online, no matter how cool the app is.
What we should take away from this is that it may seem cool and cutting edge at the time but unless it serves a real purpose it probably won’t do well. We must think about why the user would bother, why do they need this?

Augmented Reality Campaigns Round-up

We love Augmented Reality.

Here's something useful for brainstorming brand campaigns - see here a neat round-up of some of the latest and greatest AR campaigns, developed either for commercial or more artistic purposes.

- Sam

General Electric Launches Exciting Augmented Reality Campaign

General Electric has launched an attractive campaign for consumers to find out more about alternative energy sources. To advertise the Smart Grid technology, part of its Ecomagination campaign, the electricity company is informing and educating users via a digital hologram, found at www.plugintothesmartgrid.com

It’s a neat example of a seemingly traditional industry utilising innovative modern technology to bring an idea to life. Augmented Reality allows users to play around with 3D models of wind power and solar energy with only a webcam and a solar panel marker, which can be printed out from the website, found on GE print ads, or used from an iPhone. Check out the demo here and have a go for yourself.

- Sam

Augmented Reality and LBS Developments

Check out www.mobvis.org and ‘demos’ for some interesting technological developments in Location Based Services and Augmented Reality.

After taking a photo with your mobile phone, Mobvis technology allows for accurate location recognition, placing hyperlinks on certain items it can provide information about, such as local shops, transport stops and timetables and cinemas. The interesting thing is that to date GPS capabilities have not been quite so accurate and highly focussed, but Mobvis allows for highly targeted information display as its search is limited to what is displayed in your mobile viewfinder.

As Mediapost points out, the technology could act as an “incredible interactive guide.” Going one step further to suggest a GPS enabled city infrastructure, “Assuming city buses are equipped with GPS and telemetric units, it could also tell you how long you have to wait for the next bus.”

Impact on search

The technology certainly has implications on search, and how and what users search for, as it in effect allows people to ‘navigate their own reality.’ It would give incredible insight into peoples’ search habits and how these are impacted by their physical location.

Mobvis are currently testing the technology in three European cities.

- Sam