Augmented Reality: top ten campaigns so far (part two)
LONDON - Thanks to growing interest from brands, hot new augmented reality apps are popping up all the time. Zed Media's Alex Smith has selected another ten examples of the best AR campaigns to date.
Augmented reality apps are proving popular with brands
More and more brands are conjuring up useful ways to integrate AR within their campaigns, with mobile playing a very big part. For many, AR remains little more than a gimmick, but these campaigns show it can be much more.
10. Financial Times
This might not be the most creative use of AR, but to be showcased on the front cover of the FT, and be followed up with a full-page article looking at how the twin challenges of digital media and the recession are forcing advertising agencies to rethink the way they do business, goes to show how far AR has come this year alone. Although the technology may have been around for a few years now, the fact that it is gathering this much momentum is exciting.
There have been many examples of mobile apps created to help people get around major events, but the one created by IBM for this year's Wimbledon is one of the most innovative. The AR app allowed users with T-Mobile's G1 to view stats related to individual tennis matches, as well as see what merchandise on sale and receive real-time Twitter feeds.
8. Paramount - Transformers: Revenge of the Fallen
To celebrate Transformers: Revenge of the Fallen, which was released in the UK in June, the ‘We Are Autobots' AR campaign was launched giving users the opportunity to play the role of Optimus Prime, as well as find hidden messages from Bumblebee allowing them to access exclusive footage from the film. The app proved to be a great way of generating a bit of extra buzz around this much anticipated movie release.
This AR campaign from Doritos offered consumers the opportunity to select one of two bands (Blink182 or Big Boi) to play a concert for them on the back of the packet. This is one of the more gimmicky examples in the list, but Doritos is embracing AR as a way to engage its consumers.
6. Mattel - Avatar Toys
To follow the much-anticipated Avatar movie, Mattel has announced plans to become the first manufacturer to launch a series of toys incorporating AR. The i-Tag technology created by Total Immersion will allow consumers to bring their toy to life so it can do battle against others - adding a whole new dimension to their experience.
5. Wrigley's - 5 Gum
This example for the launch of Wrigley's 5 chewing gum in France, allowed consumers to mix together their own music using a number of AR symbols. Three symbols representing the different flavours linked to a certain track, with the distance from the main marker determining the volume and effects for each track. This was not only a very innovative userof AR, but encompassed the messaging and attributes of the brand.
4. Yelp /Lastminute.com
Once again I have had to tie two similar examples together. Both are two very good uses of mobile AR and offer great functionality free via the Apple App Store.
Review site Yelp has launched an app that shows users where to go from restaurants to bars and so on. The excellent thing about this app is that the AR feature is actually hidden in the app, and only accessible if you shake your phone three times. By doing this you unlock the Monocle feature which overlays the reviews onto the image shown via the camera on your 3Gs iPhone.
This is something of an ‘under the radar app' that offers a similar experience to the Yelp app. It uses the features of the iPhone to not only direct users to their nearest bars and restaurants, but as you would expect, gives full Lastminute.com reviews if you tap any of the available options in your area.
3. Glasses Direct
This is a very useful of AR app, which allows consumers to visualise the glasses they are thinking of buying before they purchase them. More importantly it allows them to do this without needing to leave the comfort of their own home.
2. United States Postal Service - Priority Mail
This app gives users the ability to check the size of their packages before sending them. It saves the customer time but also gives them a pleasant experience which they will in turn associate with the brand.
1. KIA Soul
The ‘Go Hamster Go!' game released a couple of weeks ago marked the first use of AR in a social media environment. Not only is this really enjoyable use of AR, but it is also in my view a fantastic example of how the technology is being integrated within the media environment.
This article was originally published on Alex Smith's blog, Funkadelic Advertising.
This article was first published on marketingmagazine.co.uk
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