Lynx - Angel Augmented Reality Victoria Station Ambush

Now I know I have recently cited an example of activity from the latest 'Angels will fall' Lynx campaign, and do not mean to 'harp' on about it, however this is a fantastic recent example of engaging an audience through augmented reality. The video explains it all, but I really like the way this naturally involves passers by to watch and get involved.


Video - Lynx Excite Angel Ambush London Victoria

The video is explained in further depth on their Facebook page, took place on the 5th March at London Victoria Station, with further activity which happened in Birmingham Bullring 19th & 20th March 2011. Further Pictures below.


Pic 1 - Lynx Fallen Angel Victoria Station Augmented Reality



Pic 2 - Lynx Fallen Angel Victoria Station Augmented Reality


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Star Wars Augmented Reality Game - Falcon Gunner

It's true there is now a Star Wars App games called 'Star Wars Arcade: Falcon Gunner' which puts you in the seat of a Millennium Falcon as you're attacked by an incoming fleet of Tie Fighters coming in at you from 360-degrees. As the player you can use the game view, showing a picture of the Death Star, or the background of your choice using the AR functionality. The game is nicely demonstrated in the video below, and works pretty well against the New York skyline.


Video - Star Wars Augmented Reality: Falcon Gunner


I think this is a really nice example, and will definitely be paying to down load this one. Although this is nothing new and works in exactly the same way as something like the Firefighter augmented reality iPhone game... it's Star Wars, and so is automatically a lot cooler than most things out there.



Pic - Star Wars Augmented Reality: Falcon Gunner


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Iron Man 2: Augmented Reality App, and Stark Expo Microsite

Now I'm a massive fan of Iron Man, and am looking forward to the new film like you wouldn't believe. In anticipation it helps to have things to pass the time, and that's where these latest little gems come in. The first is an augmented reality app called 'I Am Iron Man', which using face tracking, gesture recognition, video capture allows the user to view themselves as Iron Man, War Machine, or view the HUD display. The video shows it in much better detail than I can explain here, so enjoy...


Video - 'I Am Iron Man' Iron Man 2: Augmented Reality App

I think this is a great idea, and personally really like the use of AR to promote movies. Similar to the Transformers: Revenge of the Fallen: Augmented Reality ‘We Are Autobots’ Campaign, this really is a nice way to build hype and momentum for the film's release and is just a bit of fun people can play with and send to their friends. You can find it here if you want to give it a go yourself, www.iamironman2.com.

This brings us on nicely to the Iron Man 2 Stark Expo microsite which taken from the film allows you to explore the environment, check out the sponsors, and view technology videos of the latest gadgets and gizmo's. The 'viral' videos are built into a Stark Expo branded player and really embraces the film in a pretty cool way.


Video - Iron Man 2: Stark HUD 2020

You can visit the Stark Expo site here: http://www.starkexpo2010.com


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Enjoy!

Tiger Beer Augmented Reality App - Helps you Celebrate Chinese New Year 2010!

Well it's nearing Chinese New Year once again, the year of the Tiger, and what could be more fitting than beer brand Tiger creating an augmented reality iPhone app to help all those revelers celebrate this weekend. In association with Dazed and Confused magazine, according to iTunes this app is 'your expert guide and precision compass to electrifying festivities'.


Video - Tiger beer iPhone app demo

Features include everything you'd expect from an AR app like this, as we have seen similar apps from Stella Artois, and other such as Urban Spoon etc. It therefore uses AR to point you in the direction of all the top hotspots, and includes reviews for the best events, restaurants and bars, with previews of each venue’s offering with exclusive Dazed and Confused reviews.


Pic - Tiger beer iPhone app

I think what sets this app aside from others out there is a neat little game, which although simplistic, does make this app feel a lot more rounded, adding a bit of standout to the others in the App Store. Definitely worth checking (App found here) out as it is free, and fun to play around with.

Enjoy, & Happy New Year!!


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Thanks to Lee for pointing this in my direction!

Augmented Reality - Do you believe the hype?

I just thought I'd share an article I wrote at the end of last year for my agency's The Insight E-newsletter about Augmented Reality and whether brands should be buying into the hype in 2010. As usual feel free to share your thoughts, I'm always happy to hear and chat through any opinions out there similar or dissimilar to my own.


Augmented Reality - Do you believe the hype?

Augmented Reality (AR) is the term used to describe a live view of a physical real-world environment whose elements are merged with virtual computer-generated imagery, and was certainly a big talking point of 2009, especially in a media sense, where it seemed AR kicked things up a notch and stepped into the media limelight. In 2009 we saw Blink 182 playing inside crisp packets, Transformers fighting on DVD cases, and BMW's racing around our desks leaving a trail of paint behind them in their wake. What's more we finished the year by inviting AR into our homes for children to play with on the living room floor due to the release of the Playstation 3 EyePet, a Tamagotchi style computer game tipped as a Christmas 2009 smash.


Pic 1 - Playstation 3 EyePet

It certainly does appear like augmented reality is here to stay, and will become even more mass market as consumers get used to the idea of seeing and hearing about the technology, as well as more importantly being given a reason to interact with it (and come back for more). Giving the user a reason to interact is perhaps the most crucial piece of feedback most AR campaigns would have received last year, and although it is all well and good pushing AR campaigns upon consumers, to warrant the £25,000 to £60,000 production cost of most campaigns will on average occur, brands are going to need to work harder to achieve the PR and success that was perhaps easier to achieve in the first half of 2009.

2010 will be the year, I think, where AR will really find its place in mobile, and as we have seen in 2009 with the multitude for apps which are already using AR (such as Yelp, and Wikitude), it seems that AR has found an environment where a wider collective of users can experiment with the technology as well as spread the word easily among the smart phone community. We have already seen existing apps adding augment reality updates to their existing services, such as Urbanspoon, and TFL’s London Bus and Tube apps, and there are apps in development giving advertisers the opportunity to showcase events and offers within applications, allowing users to not only see and view reviews of venues, but purchase tickets or save coupons.


Pic 2 – Bionic Eye Application

Agencies specialised in the development of augmented reality also foresee POS as also being big in 2010, with consumers being able to view products before purchasing, and bringing something new to the shopping experience. We have already seen some impressive examples of this in the US with Lego offering children the chance to see their much anticipated toys come to life before purchasing.

So should you be using augmented reality this year? The truth is that even though the sceptics are saying it’s just a fad, and the bloggers are pleading for long term usability, there are still advertisers bucking all trends. What may seem like silly AR competitions are still grabbing attention, simple test budgets are still catching the early adopters eye, it seems that there are still a multitude of barriers to be broken with no right or wrong rules outside of the normal guidelines to early web fashions, and so if the idea fits, and well communicates the campaign objectives in a way which will offer something to the user, I’d say give it a go.


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Firefighter augmented reality iPhone game hits iTunes

Firefighter 360 is the latest augmented reality iPhone App from Presselite, creators of the Tube and London Bus apps, recently upgraded with their AR updates. The user must use their iPhone (and hose... Provided) to put out the fires which can appear in any 360 degree direction, and save the women which also appear.


Pic 1 - Fireman 360 augmented reality iPhone app

Not only is it pretty cool putting out the fires on commuter's backs while killing time on the train, but it again demonstrates that AR doesn't have to be simply for the techy folk among us. I must admit that although this is certainly not the best example we have seen (I do prefer examples such as Kia's 'Go Hamster Go'), AR based games have been near non-existent on the iPhone which seems like a massive opportunity for growth next year. So yes although it hasn't got the best graphics, but it certainly is laugh, and for 59p is worth a dabble.


Pic 2 - Fireman 360 augmented reality iPhone app


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Esquire’s Augmented Reality Issue Hits US Stores

Esquire Magazine has released their Augmented Reality issue which has landed on shelves this week. The special issue includes certain pages which feature the AR coding, allowing the reader to interact with the title. As usual the users just need to install the software from Esquire’s website, hold the mag up to their webcam, and their away. Robert Downey Jr. is even on board to introduce the issue. As in any great example of something this neat, there is a YouTube video explaining it in more depth, so check it out below.


Video - Esquire’s Augmented Reality Issue

I think this is a fantastic way of showing their readers that they understand what's happening in the world around them, in a very quirky and fun way. The level of interaction is very cool, and isn't just the run of the mill stuff we see all the time. A very nice example.


Pic - Esquire’s Augmented Reality Cover Robert Downey Jr.


Via - Digital Trends

Augmented Reality DVD for Transformers Revenge of the Fallen

Okay so we've seen creative uses of Augmented Reality on phones, magazines, packaging, and now DVD's. For the DVD release of Transformers Revenge of the Fallen, we will see what is believed to be the first DVD and Blu-ray to use the technology offering the viewer something a little above and beyond the movie alone.

Video - Augmented Reality DVD for 'Transformers: Revenge of the Fallen' release


By placing the the packaging at your webcam a 3D puzzle will be launched, which when solved unlocks a whole host of augmented reality features involving the films hero Optimus Prime (as shown above). “The Optimus Prime Experience” will be located at the following here upon the release of the DVD: “The Optimus Prime Experience”


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Top 10 Augmented Reality Advertising Campaigns… so far - PART 2

When I posted my previous Top 10 (Top 10 Augmented Reality Adveritising Campaigns… so far) there were almost immediately a host of new examples, and that trend has certainly showed no signs of slowing. There has however started to emerge a new trend which is far more beneficial to the end user, and that is that more and more brands are conjuring up useful ways to integrate augmented reality within their campaigns, with mobile playing a very big part in this. It has also occurred to me while collecting these examples, that while AR still remains quite gimmicky, it can be much more than that (as is hopefully shown in the below examples).


10. Financial Times
Okay, although this might not be the most creative use of AR, but to be showcased on the front cover of the FT, and be followed up with a full page article looking at how the twin challenges of digital media and the recession are forcing advertising agencies to rethink the way they do business, I think it just goes to show how far AR has come this year alone. Although the technology may have been around for a few years now, the fact that it is gathering this much momentum is quite exciting (and so worthy of a place in the top 10).





9. IBM
There have been many examples of events offering programs within mobile applications to help people get around, however I think this may be one of the most innovative created by IBM for this year’s Wimbledon. It involved an app for T-Mobile's G1 which provided information via AR for users to view stats related to the matches, as well as see what’s on sale in the stores and receive real-time Twitter feeds.





8. Paramount - Transformers: Revenge of the Fallen
To celebrate Transformers: Revenge of the Fallen due released in the UK in June, the ‘We Are Autobots’ Augmented Reality campaign was launched giving the user the opportunity to play the role of Optimus Prime, as well as find hidden messages from Bumblebee which giving users the chance to see exclusive Decepticon footage from the new film via AR. A great way of generating a bit of extra buzz around this much anticipated movie release.





7. Doritos-late-night
This example by Doritos offered consumers the opportunity to select one of two bands (Blink182 or Big Boi) to play a concert for them on the back of the packet. Again one of the more gimmicky example on this list I’m afraid, but still a nice continuation of the previous Doritos example from my previous post, allowing users a chance to grow familiar with the technology.





6. Mattel – Avatar Toys
Announced by Mattel at this year’s Comic Con to follow the much anticipated Avatar movie, a series of toys will be released, each incorporating augmented reality, marking it the first time AR will appear in a retail toy. The i-Tag technology created by Total Immersion will allow consumers to bring their toy to life, and battle others giving a new dimension to their experience.





5. Wrigley’s - 5 Gum
This example for the launch of Wrigley's 5 chewing gum in France, allowed users to mix together their own music using a number of AR symbols. Three symbols representing the different flavours linked to a certain track, with the distance from the main marker determining the volume and effects for each track. This was not only a very innovative user of AR, but I think encompassed the messaging and attributes of the brand.





4. Yelp / Lastminute.com
Once again I have had to tie to similar examples together. Both are, for me, two very good examples of AR on mobile providing a very useful function, but are available free and fully available apps in the Apple App Store.

Yelp
Review site Yelp offers an application that shows users where to go from restaurants to bars and so on. The excellent thing about this app however, is that the AR feature is actually hidden in the app, and only accessible if you shake three times (the phone not you). By doing this you unlock the Monocle feature which overlays the reviews onto the image shown via your camera on your 3Gs iPhone.





Lastminute.com
Something of an ‘under the radar app’ the NRU (pronounced near you) offers a similar experience to the Yelp application, using the features of the phone to not only direct users to the nearest bars and restaurants, but as you would expect gives Lastminute.com full reviews if you tap any of the available options in your area.





3. Glasses Direct
This is a very useful and helpful use of AR, which allows users to visualise the product before purchasing, more importantly it allows them to do this without needing to leave the comfort of your own home.





2. United States Postal Service - Priority Mail
This is another great example of useful ar, giving users the ability to check the size of their packages before sending, saving the user time, but also giving the customer a pleasant experience which they will in turn
associate with the brand.





1. KIA Soul
The “Go Hamster Go!” game released a couple of weeks ago marked the first use of augmented reality in a social media environment. Now I know that it was an Auto brand that topped my last top 10, with the BMW Z4 example, but I'm afraid Kia soul will have to top this one for me. Not only is this really enjoyable use of AR, but it is also in my view a fantastic example of how augmented reality is being integrated within the media environment.






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Kia Soul - 'Go Hamster Go' Facebook App

This is a very cool app which has been put together by Total Immersion for the Kia Soul. The 'Go Hamster Go' Facebook App uses augmented reality in a very clever and viral way. For once players do not need their mouse, or keyboard come to that, as your head is the controller during this game. According to their press release the “Go Hamster Go!” game marks the first use of augmented reality in a Kia application for a social media environment, and can be found at www.facebook.com/kiasoul under the Go Hamster Go! tab.



Pic - Kia Soul - 'Go Hamster Go' Facebook App


Each hamster is wearing a coloured t-shirt mirroring a Kia Soul colour, which when the user drops a hamster into the vehicle, the vehicle morphs into that colour. The exit window lists the final score – and the cool features the user managed to add to the Soul. Users can post their scores on the Soul leaderboard and can challenge friends to compete and beat their scores.



Video - Kia Soul - 'Go Hamster Go' Facebook App


I really like this example, not only is it innovative and fun, but it is simple and is sitting on Facebook! The user is not expected to go elsewhere, or dragged to a brands website, they can play just a click away from their profile... genius. Plus you have the added viral element of Facebook, which is where I would expect this app to excel.


HT to Barry and Total Immersion for the info


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Transformers: Revenge of the Fallen: Augmented Reality ‘We Are Autobots’ Campaign

As you may be aware this week saw the Worldwide Premier of the Summer smash that is Transformers: Revenge of the Fallen due for release in the UK on June 19th and internationally on June 24th 2009, a film I have been dying to see for months now. In order to whet the appetite for everyone waiting to see it, as well as generate further buzz about the release Paramount Pictures International along with Total Immersion have developed the ‘We Are Autobots’ Augmented Reality experience.



Video 1 - ‘We Are Autobots’ Augmented Reality experience


Shown in the video above the ‘We Are Autobots’ Augmented Reality campaign gives the user the opportunity to play the role of Optimus Prime, as well as find hidden messages from Bumblebee which giving users the chance to see exclusive Decepticon footage from the new film.



Video 2 - Transformers: Revenge of the Fallen Movie Trailer


I think this is a great site which generates a bit of extra buzz around the movie release, as well as giving moviegoers the chance to engage with the film with the incentive of discovering additional information. Admittedly there has been a few comments recently about the actual added value of AR, and what it can offer users, but its still nice to see these examples out there, with brands experimenting, and having a bit of fun with the technology.


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Top 10 Augmented Reality Advertising Campaigns… so far

Now I know that this is without doubt going to change, and possibly require updating at some point (as we are talking about the current hot topic), but I just wanted to capture some of the best examples of Augmented Reality that I have seen integrated into a wider brand campaign. So please agree, disagree, send me your suggestions, etc etc.


10. Night at the Museum
This example uses AR to bring the characters of the movie to life, in such a way that grows the experience away from just a trailer prior to release, especially for a young audience who can still get away with buying into the whole magic of the film.




9. Doritos
The Doritos Sweet Chilli campaign uses the packaging itself to engage the consumer, driving them to a website where they can release their own Tamagochi style creature, and then interact with other users.




8. Eminem - Relapse
The reason I like this example is that although it may not be the most complex of the ten I have chosen, it uses a competition to drive users to engage with AR, which in most cases is normally the best way to get people to actually give it a go in the first place.




7. Lego
This is a very simple use, but I love it, using augmented reality to offer point of sale interaction with the consumer is brilliant. Plus its Lego, and who doesn't like Lego!




6. MINI & IQ
These are two very similar ideas which allow consumers to simply hold the car in their hands and look at it in every angle. The reason I have selected both is that I really like the way that the MINI example used an outside back cover of a magazine to promote the AR functionality. The IQ example on the other hand demonstrates how with a bit of tweaking you can make the outside of a car a bit more engaging.

MINI - Convertible


Toyota - IQ



5. Nissan - Cube
There are a few examples of automotive brands using AR in this list, but this is the only use I saw that uses the technology to show the exterior and interior of the car, within an interactive brochure. where consumers can actually select colours, and packages etc, to tailor a 3D model of the car they are interested in.




4. Fanta
This is an augmented reality game which can be played anywhere, in which two phones connect via Bluetooth before playing a game of tennis using an actual 'court'. To play, users download a free app, run it, and serve away using the phone's camera to look at the court and hit the ball as it comes their way.




3 . Pokemon - Trading Cards
This gives users the opportunity to use cards to battle each other in a very simplistic way, that looks amazing, this could easily be used to engage consumers online to further enhance their experience.




2. Oasis
Oasis have been the latest brand to integrate the technology within its latest RubberDuckZilla campaign offering four Augmented Reality Games for users to play with, although only two currently available, the remaining two are to be tied with media partners, once again giving the technology an opportunity for the consumer get up and give it a go.




1. BMW Z4
Probably one of the sleekest uses I have seen, fitting in perfectly with the rest of the campaign. Users can turn their desk (or in fact anywhere) into a canvas for the BMW Z4 to drive around controlled by the users keyboard.




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RubberDuckZilla: Augmented Reality Game

Ok so, Augmented Reality seems to definitely be one of this years hot potatoes, with Oasis the latest brand to integrate the technology within its latest RubberDuckZilla campaign. There are four RubberDuckZilla Augmented Reality Games in total, with two currently available 'Massive Aqua Rampage' and 'Rainavoid' (with the following games available next month). You can see Poke London, the guys responsible, playing the games in the video below.



Video - Augmented Reality Rubberduckzilla Demonstration


The campaign is the latest example of Oasis activity to follow the awesome Godzilla type ad (shown below), which definitely sets the scene for the Retro AR games, as well as introducing everyone to the strangely adorable Tokyo destroying rubber duck.



Video - Oasis Rubberduckzilla TV advert


The remaining upcoming games are apparently tied in with media partnerships, so I will update this as and when this lands. Enjoy!


Update - Friday 12th July 2009:

Since writting this post earlier in the week, the campaign has extended in to The Sun newspaper where RubberDuckZilla, and the Augmented Reality Games have gone mainstream. Today a total of around 7.8 million readers (based on total adult readership) will see the Augmented Reality symbol (shown below), and be encouraged to experiment with the games.



Pic - The Sun RubberDuckZilla feature: Augmented Reality Game


You can continue reading about the activity in The Sun on Nick's blog here: The Sun newspaper featuring RubberDuckzilla Augmented Reality.

BMW Z4 “An Expression of Joy” - Augmented Reality

Here is a brilliant idea which uses a reasonably new technology in an extremely interesting and innovative way. As part of the new BMW Z4 “An Expression of Joy” campaign BMW have released an augmented reality tool which takes its idea from the TV ad featuring artist Robin Rhode in which the BMW Z4 drives over a huge canvas painting as it drives (shown below).



Taking this idea of “An Expression of Joy” one step further, the augmented reality tool allows the user to create their own virtual piece of art (shown below), by taking the BMW Z4 for a spin around their desk treating it as the canvas. Once the user is happy with their masterpiece they are able to submit them to a gallery on Facebook. For anyone wishing to try this out, the tool can be found here - Create your own Expression of Joy



I really like this idea, as the 'Create your own Expression of Joy' Augmented Reality tool seems like a completely natural extension of the campaign. Admittedly the technology is such that your computer needs to be fast enough to handle this program, but it definitely shows what is possible and the way in which things could be moving towards. Another slightly earlier example of augmented reality was shown at the end of last year in this print ad for new MINI Cabrio in Germany, which again proves how easy it is to integrate the technology into a media campaign.



Update: A comment on YouTube claims that, 'The music for the UK version of the BMW Z4 “An Expression of Joy” advert, according to the official statement from the BMW Marketing Department, is that the song is untitled and was written by the Marketing Department specifically for the advertisement. Unfortunately, there seems to be no plans to release it as a single'.