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Augmented Reality examples

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.

3 examples of augmented reality for web marketing campaigns

1. Glasses Direct - augmented reality in retail

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.

2. BMW Augmented Reality Automotive Campaign

This was recently featured in the IAB Creative Showcase as an integrated product launch marketing campaign.

3. Layar Augmented reality browser

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 and Content Director of Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our sample templates here. Please connect on LinkedIn to receive updates or ask me a question. For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights. Dave is a 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 recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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