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Augmented Reality - The Future of Marketing
Ralph Lauren Augmented Reality Show
High-Tech Retail Marketing Comes of Age
In the age of high speed internet and increasingly sophisticated smart phones, new high-tech digitally enhanced marketing tools and schemes are coming of age using various forms of augmented reality. Through digitally enhanced marketing and augmented reality applications retaliers like Ralph Lauren, Audi, Boucheron of Paris, and Tissot are finding new ways to draw customers into their brick and mortar and virtual establishments. Moreover, organizations like Layar are designing for 4D augmented reality mobile apps for today's growing 4G smart phone industry.
Layar - Augmented Reality Mobile Apps
Audi - Augmented Reality Calendar
What is Augmented Reality?
As seen in the Ralph Lauren video above, augmented reality is the art of altering a scene through computer-aided digitally enhanced imagery. More and more, high end retailers are using augmented reality applications to add an extra wow factor to the retail shopping experience.
For instance Boucheron of Paris runs a digitally-enhanced marketing campaign on their website through which potential buyers can "try on" rings and watches before purchasing them. Simply activate your webcam, go to the Boucheron website, print and cut out a special paper watch and ring, download and install their software, and put the paper images on your wrist and ring finger. From the special markings on the paper watch and ring, the Boucheron software interacts with your webcam and the computer monitor acts like a magic mirror showing the desired ring and watch on your wrist and finger.
Layar - Designing Augmented Reality Mobile Apps
According to their website, Layar is world’s leading Augmented Reality Platform on mobile. The Layar Reality Browser currently has more than 1.6 million users and comes pre-installed on tens of millions of phones from leading handset manufacturers and carriers by the end of the year. Over 500 layers are published on the Layar Platform with over 2000 in development. These layers are developed by the global community of 3000 Layar publishers and producers, and by leading brands and agencies. Layar is located in Amsterdam, The Netherlands. The company is funded and has 32 employees. In April 2010, Layar launched the world's largest augmented reality store. Moreover, anyone anywhere in the world can access Layar's layer design package to create their own augmented reality experience.
Holition - Augmented Reality Retail Applications
Headquatered in London, Holition works alongside visionary brand development teams to bring innovation to the retail experience on a global basis. In addition to creating high-profile points of difference on the web, Holition designers have developed in-store installations used to thrill shoppers in locations across Europe and as far off as Japan.
Their team works with each client to a design an appropriate digital retail strategy through specialist Augmented Reality solutions, 3D video productions, live 3D film and exhibition experiences.