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.


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

COD 5 Nazi Zombies IPhone Game

Yes that's right, as if destroying the record books wasn't enough for the Call of Duty franchise with 'Call of Duty: Modern Warfare 2', Activision has now released an iPhone game version of the hit DLC shoot 'em up 'Call of Duty: World at War: Zombies' available on iTunes from yesterday.


Pic 1 - 'Call of Duty: World at War: Zombies'

Not only is the game getting some very positive reviews, but it is fully multiplayer over Wi-Fi, and there are also promises of future downloadable content releases. We have already seen a big shift by the gaming industry for high quality versions hitting iTunes with the likes of Rock Band and Need for Speed, and so it will be very interesting to see how this area of mobile develops in time.

Spotify iPhone App preview

It's nearly upon us. Quite possibly one of the most anticipated music apps, and from what I've seen, and heard, in my view one of the best. Set to be available for premium subscribers via the App Store.



Video - Spotify iPhone App in action


As Spotify continues to grow, now at 2.15M UK unique users alone, the Spotify application will allow users to listen to individual songs, full albums, or even create playlists, which users can store songs to listen to offline.

Abbey Clancy T-Mobile Sing-along

As part of the follow up activity to the 'Life is for Sharing' Trafalgar Square Karaoke on the 30th April this year, T-Mobile have invited folks from all over the UK to have a go at singing along themselves and upload their videos for everyone to see (erm... and hear). The video below shows Abbey Clancy marching round a gym to Britney's 'Hit Me Baby One More Time' using voices from the Trafalgar Square performance.



Abbey Clancy 'Hit Me Baby One More Time'

Samsung UltraTouch '38 Cute Animals' Viral

Ever wondered if there was a way in which you could entertain a baby animal with a mobile screen, if so this could be the video for you. To show of the high quality screen of their latest phone, the Samsung UltraTouch, Samsung have seeded this video showing a handful of cute animals using the screen for their own benefits. I've also discovered this is impossible to watch without smiling.


38 Cute Animals, 1 Cool Screen, 8 Different Uses


I have to say my personal favourite is #2,346 Evil Hedgehog Control screen.

Pepsi - Dear Mr. President: Refresh Everything

As a nice way to enforce their brand values in a way which is current and in the front of everyone's mind, Pepsi have created their 'Refresh Everything' website giving users the chance to upload a message for the new President in any way they want to.



Pepsi say on the site, that there will be a number of fun experiences to allow people to engage with their 'Refresh Everything' guiding spirit, starting with the opportunity to 'speak your mind as a new president prepares to refresh the nation'. A number of celebrities have already got involved including Lady Gaga, Eva Longoria, and Will.I.Am.



There has also been a YouTube channel created for users to upload their videos and leave messages, the best of which will be uploaded to the site, as well as a Facebook page, and Mobi site.



Via Adverblog

Microsoft Tag – The future of Mobile??

The Microsoft website poses the question, ‘What is Mobile Tagging?’… A very good question, I mean it looks like a colourful version of the QR codes we’ve been seeing for a few years now.

So could this be the future of mobile?

In short… yes it could be. The main difference with Microsoft Tag, lies within the technology of the code itself. The technology powering Microsoft Tag, or High Capacity Colour Barcodes (HCCBs), was invented by Microsoft Research. It was designed with the limited cameras on most mobile phones, with advanced image-processing techniques resulting in the ability to decode even out-of-focus barcode images.



As explained by Microsoft the computer imaging of HCCBs employs different symbol shapes in geometric patterns and multiple colours to provide more information in less space.



This means that the HCCB’s are much better suited for use on packaging and advertising where available space is limited. Other advantages include the fact that the new codes are completely compatible with the latest smartphones, and once the Microsoft Tag reader has been installed allows for much more information to be sorted on each code. There is also the promise of much richer consumer analytics data, and further scope for creativity within campaigns.

At the moment the service is in Beta, and is free to use, so anyone can create, download, or use the Microsoft Tagging service. For example here is an example of Funkadelic Advertising in Microsoft Tag form…

Pepsi Max drives consumers to mobi site via QR Codes

This morning whilst carrying out my morning browse around the web, I noticed a new campaign by Pepsi which seems to be pushing QR codes to the UK public via online display. The banner ad shown below features the QR code with a message to click through and find out more.




Pepsi Banner Advert


Once on the site the user is educated as to what QR codes are, and how they work. There are also pointers on how to enable your mobile to recognise QR codes, and the benefits of doing so. In the case of Pepsi, the benefits to visiting their mobi site are games, videos, and other free content.



It is good to see another example in the UK of a brand trying to push consumers to use mobile to engage with their brand, but I can’t help but think that we as advertisers should be doing more. Although in the current economic climate it is challenging to encourage brands to ‘try something new’, there are brands which are proving that mobile can be a cost efficient media, and an effective branding tool.


http://www.comscore.com


The use of the mobile Internet has seen massive growth since the release of the iPhone in the UK, in early November 2007 (above), offering unlimited online access as part of their monthly package, and has shown how a simple technological movement can have such an effect on users browsing habits. As we are already seeing brands capitalise on this trend, it could again illustrate why it is so important for brands to test mobile sooner rather than later.


Related stories:
Street Art, QR Codes and Google Maps

Will Harry date Sally? – You decide!!

Yahoo have just launched the first UK interactive mobile series, based on the very simple idea of boy meets girl, boy fancies girl, and then thousands of people voting to decide upon their future together.

The series points out how a person’s life can be enhanced by the mobile phone, and the technologies now available. The first episode is available form willharrydatesally, but will continue only on mobile, with viewers voting on the direction of the series, contributing their ideas, and even scripts.



This is a great idea, although I have read many a past effort to launch mobile series with little success. I guess only time will tell, and with Yahoo in the driving seat, and the continuous launch of newer, faster mobiles, it has every chance of being a hit.

RSPCA launch Tamagotchi-style mobile game

The animal welfare charity, RSPCA, have launched a mobile based game allowing users to care for their very own virtual pet. Mobidog, hopes to raise awareness of responsible ownership, by teaching children everything that is involved when caring for a real pet, feeding, walking etc, in a fun and informative way.



The RSPCA website hosts a number of relevant pdf guides for anyone seeking additional information, and links through to other projects such as their previously launched desktop cyber-pets.



On first impressions the Mobidog game itself seems a bit dated, even for a mobile application, however the supporting website is informative, and the game is addictive. This is a very nice idea for allowing parents to show their children what is involved with taking care of a pet, and should hopefully give reinforce the RSPCA's important message.

Samsung "Follow your instinct" Video

Samsung and digital shop Fjord have launched an interactive video series using
YouTube's new "annotations". The viewer is invited to choose their own adventure,
deciding the fate of a young urbanite armed only with his trusty Samsung Instinct phone.

This is executed in a smooth way, giving users something they haven't seen before
on YouTube, and so although we will have to wait and see if it is a hit with the
desired audience, it certainly gives advertisers something to play around with.

Street Art, QR Codes and Google Maps

The voice of the street have provided a service for street artists. Combining street art, QR codes and Google Maps the service allows street artists to communicate with the viewer and visa versa. More on this video…


The Voice of the Street from Leif on Vimeo.

This has been mirrored in a similar way by the rarely seen internationally famous street artist Banksy, who has completed a mural in a disused railway tunnel near Waterloo Station as part of the Cans Festival earlier this year. The large image of a knife wielding hoodie shows a small QR Code which decodes to Banksy’s entry in Wikipedia.

"All you can eat" Virgin competition

To follow on from the latest Virgin Mobile "All you can eat" online, TV and print
ads, Virgin has launched a competition coinciding with the campaign giving users the opportunity to get their ad on TV.

The competition gives users the chance to win the ultimate road trip adventure, $5000 cash, a Canon HD digital video camera, a phone, as well as the ad appearing on TV! There are also tons of runner-up prizes.

The competition has a nice fit with the other elements of the campaign, and the simple functionality of the flash site allows for an enjoyable experience. I also like the fact that the winning ad will appear on TV, and although this has been carried out by other brands before, never before have i seen it executed in such i way.

www.whathappensnext.com