Not long ago, virtual reality was the futurists' "mot du jour" before the underwhelming takeup of VR gloves, headsets and Second Life.
Now, in 2009, I'm sure you've noticed, augmented reality featuring widely in the media. So as an update to for the next editions of my books, this post gives a definition and showcases some examples. I'd love to hear about other examples too - particularly where AR is being used for web marketing.
Definition of augmented reality marketing
It's tricky to define AR since it's new and has many different applications and feedback mechanisms from data capture to user. But here's the one sentence definition of how I see it used in commercial web context - please put me straight!
Augmented reality blends real-world digital data capture typically with a digital camera in a webcam or mobile phone to create a browser-based digital representation or experience mimicking that of the real-world
Examples always work better than definitions, so here are 3 to start.
This was the first augmented reality app I tweeted about a couple of months ago. At 50Mb it's a huge download, but worth the wait if you're buying glasses from your desktop
It's produced by Fitting Box Augmented reality who have worked for a number of retail clients across Europe.
This was recently featured in the IAB Creative Showcase as an integrated product launch marketing campaign.
This is a great, but scary, Minority Report style mashup from Amsterdam featuring canals, Google Maps in what is touted as World's First Mobile Augmented Reality Browser?
So, interesting stuff, any examples of iPhone apps which do similar?
Econsultancy must have been listening - a couple of days after this post, Chris Lake did a more thorough post listing:
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder of Smart Insights and creator of the Smart Insights RACE Planning Framework. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave has contributed his expertise to many of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognized by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. His personal site, DaveChaffey.com, lists his latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask Dave a question.
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