Augmented Reality – It’s Out of This World
Alright, so it’s only imaginary ‘out of this world’ but new augmented reality technology is being used much more by advertisers to blur the line between the real world and the virtual world. If you’re not hip to augmented reality (or AR), blogger Nick Brucher explains that AR is “based on holding a 2D image up to a webcam and then seeing a 3D image on screen.” Advertisers initially began offering consumers AR experiences through specially designed micro sites. For example, BMW developed this site so their consumers could experience using a Z4 coupe painting a canvas in a TV spot.
AR is now being integrated into both mobile and print executions, too. Mobile applications include things like AroundMe which allows consumers to locate restaurants, bars, museum etc., wherever they are simply by holding up their smartphones and VegasReality, designed by MGM Mirage, which merges real Vegas and virtual Vegas and delivers new ways to explore hotels, restaurants etc.
Print publications are making their magazine issues more dynamic by integrating AR. In the most recent issue of UK’s Grazia – readers were not only able to read about the dynamic front woman of Florence + Machine they were also able to make her sing and dance around.
One of the most dramatic integrations we’ve seen recently is being executed by JC Penney in partnership with Heart’s Seventeen.com to create a virtual dressing room. The days where consumers have to roll the dice and gamble on a piece of clothing they’ve purchase online are, in some instances, a thing of the past. Shoppers will automatically be fitted during the live-video stream (no symbols or pieces of paper here), and motion capture technology then enables users to “try on” different clothing articles they like by simply pointing at the screen. Here’s a video on how the dressing room will work:
Demo via Nick Burcher
Innovative magazine publishers and brands are turning to AR more and more and we think it’s awesome. AR allows readers to go beyond the pages and actually interact with the content. And, especially when it comes to the fashion industry, we’re seeing more and more of the players in the industry not only creating clothes, but creating innovative web content – and consumer experiences – as well. Teri Rogers wrote about that over here, and if you’re interested (and she’s always interesting), go check it out.
Bottom line, any time you can engage consumers on a deeper level it’s a big benefit. In the context of online shopping, AR enables consumers to better visualize what an item will look like on them – and can actually enhance the shopping experience – and most, important, help close the sale.
