Archive for February, 2009

02
Feb
09

Watch the Superbowl 2009 adverts online

It’s a minority of people that follow the NFL in Australia. Strange then, that we take such an interest in the superbowl commercials.

Whilst the U.S were being shown mutli-million dollar creative strategies from Doritos, Bridgestone and GE, I was being shown ads from the local chirpractic mattress warehouse… it’s just not quite the same. If you also missed the 2009 superbowl ads because of where you live, you can (of course) check them out on youtube via the adblitz channel

01
Feb
09

Augmented Reality: Rich User Experience Examples in Marketing

I must admit, it was only around 4 months ago that i first came across augmented reality when reading about the Vuzix AR goggles/glasses, but apparently it’s a fairly well defined field already. It’s definitely an interesting concept for marketers – there has never been such a rich connection between the digital world and the real world, and augmented reality is already opening up new ways for companies to deliver super-rich experiences to their customers. It’s hard to imagine people wearing Vuzix goggles down the street anytime soon, but the possibilities offered by video camera enabled smart phones, or the webcam on your home computer, are already being explored (the Nokia N95 seems to be the preferred device in these campaigns so far). Here’s a few examples of marketing campaigns I’ve come across while boning up on AR:

MINI

A simple way to drive traffic to a website, the Mini example uses AR at perhaps it’s most basic – simply laying a 3d model of a Mini over a piece of paper users print from their computer or pull out of a print publication. If you want to try this at home, go to http://www.mini.de/de/de/webcam/index.jsp – the instructions are in (I think) Dutch, so good luck. (thx to Shane Morris for showing me this one)

FORD

Augmented reality seems to have really taken off in Europe more than anywhere else so far. Ford Europe stepped things up considerably in comparison to Mini with their Go Find It campaign. As part of this campaign, QR Codes were planted around various European locations, the idea being to drive people out onto the streets to discover new street art and while they are at it, check out a 3d model of the Ford Ka using their mobile phones. Street art has been hot for more than a minute now with Gen Y’ers, who are the Ford Ka’s target market, so this is a pretty interesting way to reach their potential customers. Integration with print ads, a ‘Where’s Wally” style TVC (watch it in hi-def and see if you can spot 80 Ford Ka’s), social media outreach and a dedicated micro-site makes Ford’s campaign stand head and shoulders above Mini.

LEGO

image

Lego are apparently rolling the above augmented reality ‘Digital Box’ out in retail locations. I’m not really sure what value this ads to the product, but knowing the number of geeky adult males who still play with Lego who will also find this AR kiosk amazing, this should help increase Lego’s cult status with the geeks.

LASTMINUTE.COM / NRU

Not sure why Lastminute.com chose Richard the homeless-looking dude to be their model for this video, but their mobile phone application, NRU (pronounced ‘Near you’) is probably one of the most promising ways of using augmented reality. AT the moment it’s not, strictly speaking, augmented reality… the really interesting developments with services like these will come when they start laying mapping / GPS data over the top of real world images being captured through the camera’s video camera, rather than just a black and white grid. AR and mapping will be big.

 

VIRTUAL BILLBOARDS AND THE FUTURE

Awesome video from Demo ‘07. Yeh thats right, 07.

OTHERS

  • GE are reportedly planning on using AR in their upcoming campaign to be launched during superbowl (super slick website is at http://PlugIntoTheSmartGrid.com)
  • BBC used it to launch their new series ‘Merlin’ in late 2008
  • Fanta used it for a “Virtual Tennis” app, that seemed a bit slow to be much fun, but shows a bit more imagination than some of the examples above.
  • Games – there’s a whole new breed of video game, particularly on mobiles / the N95, utilising AR technologies.

Of the above, the Ford campaign has shown the best integration into an overall campaign, and to mind represents the best example of use in marketing thus far (although the lastminute.com app will be awesome if they can layer the data over maps). However, they all still feel like we’re only scratching the surface – the mind boggles at how augmented reality can be used moving forward. I’m thinking there won’t be many 3d modelers / animators without augmented reality enabled business cards within 12 months. Product support just became easier too (example). And think about the retail possibilities. AR will definitely be a growth area in 2009-10 – just wait ‘til it hits the iPhone in earnest.




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