Reading through my work on here you will notice Augmented Reality is a subject area I am really interested to make a mark in and have had a few projects and essays focused on what I want to do with it and where I see it going.
It really gets me excited when a year ago I was adamant that it would start to really be taken on by advertisers when most of the real AR projects being done was mostly installation or concept pieces (other than a handful of apps on Smartphone’s designed to locate POIs and a couple games) – and now we are seeing augmented reality really being brought to the masses evoking levels of engagement that brands and advertisers could have only dreamed of a few years ago. This is great and like I said it excites me, as I have a few ideas up my sleeve that I will be developing in my final year and hope that with the growing interest in augmented reality I will really be able to put my mark on it and create really user involved experiences for large audiences.
Here is one of the more recent marketing campaigns ‘Excite Angels’ for the deodorant brand Lynx. They utilised a more simple AR idea - first properly used by Digital Artist and Designer Chris O’Shea (who I have talked about before in my projects) - of displaying a augmented video feed in a public place focused on a static area in viewing distance to said area. In Lynx's case - to place angels into London Victoria station so these gorgeous angels are amongst the commuters. Pretty simple, and admittedly not the best use of augmented reality (it isnt interactive, just video playing when a guy presses a button...its questionable AR...), but as you can see by people’s reactions, very effective and bound to get people talking about the brand.
More and more brands are now starting to use AR, and I look forward to seeing the different ways in which they deploy it to reach out to consumers. I just hope they keep the ideas fresh!