Augmented Reality in 2013

With smartphones and tablets becoming part of our everyday life, we will also see more Augmented Reality apps mixing the virtual and the real world in 2013. Here are some examples from ARworks that recently caught my eye…

Audi Singapore Showroom app

For the opening of their biggest showroom in South-East Asia, Audi created AR experiences that allowed visitors to fly around the showroom building without actually boarding a plane or drive the Audi R18 race car around Singapore at full speed without the risk of getting a ticket. Whats more, they even allowed visitors to personalize their individual license plates and then take photos with the car.

Dakar race in a shopping mall

A real Dakar desert racecourse was built for the new Opel Mokka on a 4mtrs long table that was placed in a shopping mall. Visitors could use the provided iPad’s to race against time and each other. The results were then shared on Facebook and the weekly and overall winners received various prizes.

Christmas Ornament Sling

Deutsche Telekom for their Christmas promotion developed an iPad app where visitors could throw virtual Christmas ornaments containing their personal message onto a huge Christmas tree erected in a mall. A successful hit to one of the real ornaments on the tree, lighted it up through an integrated server application.

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Mickey Mouse brings Disney magic to NYC

Happy Birthday, Mickey Mouse! Walt Disney’s beloved icon turned 83 this month and Disney Parks celebrated at the Disney Store in Times Square with an augmented reality installation.

Disney is also using a Twitter hashtag #DisneyMemories to track the experiences at Times Square and the campaign.

This augmented reality installation seems to be trending with brands wanting to do live events, as National Geographic and Lynx have also used the same style of augmented reality to engage with their audience.

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The future of Augmented Reality

The Augmented Reality technology has come a long way over the last couple of years. Brands from around the world have been actively using it in their campaigns to engage their target audience. Still we are yet to see it play an everyday role in our life’s.

A recent video released by Hidden Creative shows how cellphones or a digital devices can be used to scan ones surrounding and get live information on the spot. The video also demonstrates how augmented reality can overlay objects in a real-life space to help users with renovations by virtually rearranging furniture or configuring the colors virtually…

But before we even get to a future like this, companies like Apple, Google and Microsoft/Nokia, along with their developers, will need to standardize the Augmented Reality experience on their respective platforms. One master app that runs across all the platforms could be the start as right now the app stores are cluttered with a large number of Augmented Reality apps.

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KinectShop – The Next Generation of Shopping

In 2010, Microsoft released Kinect – a controller-free gaming and entertainment experience for the Xbox 360. In this new experience the body is the controller – joysticks and buttons are replaced with the users’ movements and gestures.

It turns out Kinect has many uses beyond games and entertainment. Razorfish’s Emerging Experiences team created KinectShop to demonstrate the use of the Kinect platform in a retail or at-home augmented reality shopping experience.

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Tissot: Augmented Reality Product Experience

Tissot has launched an augmented reality product experience for their swiss watch collection! Even though Augmented Reality is still about generating promotional buzz, this is more than just that, it’s a product experience that has a very clear cut benefit to the user.

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