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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Arkaden Fashion Photo Project

Arkaden is a shopping mall in the centre of Gothenburg, Sweden. To increase their digital presence and to engage with their customers, they developed an online action based on the insight that their target audience loves to take pictures and create their own content.

So the team at Arkaden decided let go of the controls and let their customers shoot the fall campaign. One lucky winner was elected for her picture, which was then published in newspapers and outdoor ads.

Writing about this project also reminded me of the online photo casting done by Playboy Magazine in March 2010. Check that out here.

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