Augmented Reality for Marketers: Examples Roundup

With so much buzz brewing in the augmented reality space (and some really interesting advances in technology) I figured I’d do a quick summary of what I’m seeing to-date. I’d like to focus on the implications for marketers as some new examples are launching across a spectrum of CPG, Energy, Automotive and Entertainment categories…

Augmented Reality in Marketing

• Topps 3D Live Baseball Cards
• GE Smart Grid Technology
• Jack Link’s Sasquatch
• BMW Z4 Expression of Joy (UK) examples 1, 2, 3
• Mini Cabrio (Germany)
• Transformers “We Are Autobots”
• Doritos Late Night (must have a bag)
• USPS Virtual Box Simulator
• Volvo Ocean Race 2009 (Malaysia) examples 1, 2
• Zugara Webcam Social Shopper
• Lionsgate “Gamer” Movie Poster

Augmented Reality in Mobile

• The Hidden Park (iPhone game)
• Wikitude AR Travel Guide (Google Android app)
• Nearest Tube (iPhone app - awaiting app store approval)
• TwittARound (iPhone 3GS app integrating with Twitter)
• Layar (Google Android browser)

Augmented Reality in the Future

• Food Tracer (mobile phone app that supplements the retail experience)

What’s Unique?

Topps & BMW both focus on personal interaction between the user and the AR component. While their experiences are simplified, they still enable the user/viewer to interact with the experience by moving objects around the “real” environment of a desk.  The USPS box simulator is one of the most useful AR example because it enables a person to better understand what box is needed to ship a person’s real-life item. And though it’s not active for a retailer or clothier yet, Zugara shows the most potential so far because the user navigates through the experience with their hands (not a keyboard).

Mobile games & apps leveraging AR is extremely interesting because it takes the experience to the street or store (and away from the desktop). We’re starting to see examples of companies providing additional product information on-pack with AR and mobile educational games in parks that leverage AR to teach children about the world around them.

Here’s a couple ideas to get things started:

• Restaurants could use AR to replace tabletop placards with interactive games or menu info while waiting for food
• Consumer Durable goods could use AR to replace basic product info with interactive FAQs (and rely less on in-store staff)

Have a few of your own?