There’s a new technology in town. Augmented Reality, or AR, allows consumers to interact with 3-D images, similar to holographs, using their computer’s web cam. A well-known early example of AR is the yellow lines sports networks use to mark the first down line during football games. Lately, however, a handful of marketers are experimenting with AR in their advertising efforts as a dynamic and intrusive element designed to enhance creative ideas. GE, Papa John’s, and the Postal Service are just a few of the brands experimenting with this up-and-coming technology.
See Augmented Reality in Action
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I think the AR technology is great, but it is still a novelty. After several big brands start using AR then it immediately loses the cool factor. I think the thing to keep in mind is that more and more people have webcams. This means we can engage people on a new level through this visual device. I urge not to get stuck on AR, but to take a step back and think about how we can use all the many possibilities of the webcam for the next user experience. Some other ideas that have been played with are motion detection and verbal commands.