Last year Augmented Reality (AR) was in its infancy, but this year is proving to push the boundaries producing creative and engaging features. AR spans across various mediums, iPhones, maps, games, websites and even tattoos (http://www.youtube.com/watch?v=6XSB70J6a98).
This blog is a continuation from @JocelynKirby article, “The Future of Mobile – apps, AR and more”, concentrating on creative and intuitive AR virals. Virals need to be engaging and unique to spread the word of a brand. AR is an exciting technology and can create a great buzz.
Here is a collection of my personal favourite creative and fun viral augmented reality pieces (in no particular order):
Adidas Augmented Reality Sneaker – http://www.arvertising.com/news/2010/02/adidas-originals-arvertising/
Adidas turn their Sneakers into an Augmented Reality device. Adidas are introducing AR into their products, by embedding the AR barcode into the tongue of the sneaker. The user can then use the AR to play games and share their winnings with their friends.
Cadburys Creme Egg - http://www.cremeegg.co.uk/
Cadburys, (despite now being part of the American plastic cheese empire, known as Kraft), are well renowned for their campaigns and are utilising AR to promote Creme Egg specifically for the Easter period. Not yet live, the AR piece encourages the user to launch the Creme Egg into Newtons Cradle. The user can then enter a competition. Definitely one to keep an eye out for.
Doritos Sweetchilli - http://www.doritos.com.br/sweetchili/site/
To promote Doritos new flavour, an AR symbol is printed onto the back of the packet. When activated on the site, a 3D monster is born. The user can interact with the character and share with friends. A great example encouraging consumers to visit their website.
Eminem - http://www.therelapse.co.uk/3dartcomp/#/elapse
To promote Eminem’s new album, an AR based competition was created. Competitors use AR to graffiti a giant E, and the best artwork wins a prize. This is unique as the user can customise the object by drawing onto its surfaces.
Burger King $1 Campaign - http://www.youtube.com/watch?v=YhSc9TlCDBI
Who says AR has to remain in websites? AR is starting to emerge in banner adverts. Burger King $1 campaign is the first in its kind, not only because it is integrated into a banner but the AR device to activate the banner is a $1 note. Impressive stuff!
Esquire Magazine - http://www.esquire.com/the-side/augmented-reality
Augmented Reality magazine. Impressive use of combining both AR and video.
BMW Z4 - http://www.bmw.co.uk/bmwuk/augmented_reality/homepage?bcsource=vanity
This viral supports the vibrant Z4 TV advert, allowing the user to control the car leaving colourful wheel markings. Who knew driving a 3D Z4 leaving paint trails would be so much fun!
So there you have it! This is no means a definitive list, but shows what is currently out there and provides food for thought for future possibilities. Augmented Reality is a powerful tool to increase awareness of a brand.
Richard Fenn
@rfenn
Designer/Motion Graphics
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