The wikipedia definition of augmented reality takes a minute or so to understand “Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data.” In a nutshell: digital overlay to real stuff.
This technology used to be pretty hard to come by, it was expensive and out of reach for most developers and brands, however, as time and money has been invested in the platform it’s becoming increasingly popular and is being used in incredibly innovative and engaging ways. At the CJ innovation day last week we were privy to a new publisher who has developed augmented reality into an exceptional new kind of publishing software. Imagine being able to take a photograph of the high street you’re about to walk down to do your shopping and being presented with the special offers, deals and discounts at shops, restaurants and bars all the way along the road. It would make shopping around and disappointed purchasing because you found a better bargain two shops down a thing of the past. This is soon to be a reality, an augmented reality, with ‘Virtual Mob’.
Jaws also dropped around the room when Virtual Mob, as if by magic, presented a 3D car from a piece of paper. They then opened the cars doors, changed its colours and even took the car for a test drive. It certainly showed the impact some of their branding campaigns can have.
In my opinion, the best element that virtual mob offers is augmented reality paired with geo location; there are so many features of mobile marketing which can help consumers and geo location is one of those that can turn a passer by into a customer and helps to bridge the online / offline gap. We plan to have augmented reality on the CJ network in the next couple of months and are looking forward to hearing more about virtual mob.