While we did hit on a bit of augmented reality in our SXSW Dispatch, we’ve seen so many great applications in recent months that it seemed like the right time for a massive AR roundup! (It also seemed like the right time to officially add an Augmented Reality category to the Technology menu above.)
As we’ve stated before, the practical marketing applications of AR are increasingly nudging the gimmicky applications out of the limelight. Similar to the post office example in that link, Samsung’s using augmented reality to help you determine whether their TVs will fit on your wall. Once you see that shiny piece of technology laid out in your living room, it sure is hard to resist, right?
Augmented reality is also enhancing the online shopping experience. Fashionista (demoed in the video above) gets us closer to a Jetsons-like existence by making a “virtual fitting room” a reality. Users can virtually try on clothes and ask friends for instant feedback via social media, bringing a social element to the often-solitary experience of online shopping. (Speaking of social, the same company is also integrating AR with videoconferencing, which should really bring client presentations to life.) Ray Bans offers a similar service that lets consumers see how they’d look in shades.
While many AR applications have been created for the consumer sitting at their home computer, a number of enterprising in-store marketers have realized the potential of AR at retail. We previously showed a demo of LEGO’s in-store kiosks, but across the Pacific, the Japanese cosmetics company Shiseido has created a “mirror” for trying on different makeup combinations. We expect to see more examples of this in the coming year – we’ll share ‘em when we see ‘em.
Straddling both the in-store world and the home environment, Adidas has done an amazing job providing consumers with an immersive augmented reality experience (see the video to the right). Markers on the tongues of the shoes bring consumers into a world of games and impressive 3D landscapes, providing Adidas with an opportunity to engage their consumers at kiosks in-store and long after the shoe purchase.
There are obvious applications for print advertising, too. Presumably, you’ve heard about Esquire magazine’s augmented issue, but Calvin Klein took it to somewhere far more explicit with their campaign in GQ. Let’s just say that if you’re a fan of underwear-clad men shoving their junk in your face, have we got a campaign for you! (Which leaves us wondering: shouldn’t that ad be appearing in Cosmo instead of GQ? Or are we missing something?)
Need more examples? Oh, we’ve got ‘em.
- We’ve now seen a couple of beer brands (here and here) augmenting location data to help their consumers find bars serving their beers. It’s bordering on gimmicky, though – we’re hoping alcohol marketers get a little more clever in the coming months.
- There’s potential for event marketers, too. Louisiana’s Voodoo Experience used AR to direct festival attendees to performances, attractions and services.
- Doritos went huge (literally) with their AR execution in Brazil.
- The magical nature of AR has obvious implications for entertaining kids, as Brights & Stripes have released a clothing line that doubles as an AR-toy for kids.
- Or, if you’re an adult who enjoys acting like a kid, augmented reality will enable you to turn your face into Optimus Prime’s mug.
- A number of musicians have recognized the value of targeting a more tech-savvy niche. A recent John Mayer CD featured an AR marker on the cover that brought up an interactive music video. (The Lost Valentinos got in on it, too.)
- To promote the chain’s 25th anniversary, Papa John’s printed a marker on their pizza boxes that took consumers to a game featuring the founder’s Camaro.
- Hallmark is now offering AR-enhanced greeting cards.
- GE makes wind power a lot more fun.
- If you’ve got about eight minutes, check out how Bing’s planning to augment their maps. You’ll be impressed!
If you see other examples worth sharing, send ‘em our way!
