Four brilliant augmented reality campaigns

Four brilliant augmented reality campaigns (MIT's sixth sense project)Augmented reality (AR) may sound like something that you get to do in a dark basement with a William Gibson novel and a pair of virtual reality goggles. But the true promise of augmented reality will integrate the digital world into our offline world, and ultimately transform mundane experiences into meaningful, holistic ones. Imagine walking into a supermarket and seeing all of the nutritional and pricing information projected into thin air, or overlaid onto products; touching a logo on a box of cereal would trigger a digital reaction and enable you to use your fingers to scroll through information or content right on the cereal box.

We’re not there yet, but we’re closer than you think.

In the next nine months, mobile applications will make tremendous leaps toward integrating augmented reality into our lives. Today, there are multiple image recognition applications like SnapTell or Barnes & Noble’s Bookstore app that trigger a reaction when you take a picture of an object, logo, or barcode. Instead of pushing you to content on a website, these apps will increasingly pull in information that will be overlaid onto products via the screen’s camera function. Wikitude is an example of an application already doing this — simply hold up your phone and it will tell you what places of interest, restaurants, and shops are in your vicinity, based on the direction you are facing. Overlaying the data onto products (and people!) will be a natural evolution. Pattie Maes of MIT’s Sixth Sense Project describes it as “seamless, easy access to information” using our bodies to navigate the content in intuitive, natural ways. Continue reading “Four brilliant augmented reality campaigns”

What will be heir to the Twitter throne?

What will be heir to the Twitter throne? (iStock/Twitter)(Originally published in iMedia Connection)

There is no easy answer to the question, What will be the next Twitter? Yesterday, it was Friendster and then MySpace; today we are hooked on YouTube, Facebook, and, undeniably, Twitter — our friendly neighborhood microblogging buzz juggernaut. So who has staying power and what is next on the horizon for big digital breakthroughs?

In the past, there was an apparent distinction between one-way media and collaborative media. Today, the lines have been blurred. Imagine complete communication with your social circle, no matter what website you are visiting, what project you are working on, what game you are playing, or which TV show you are watching. This is the true promise of social media.

There is a lot of innovation that will take place over the coming years, and we will see new tools enter the market that have the power to make individual viewing experiences social. In the meantime, no marketing campaign or engagement these days can be created and sustained without considering the potential of making a social connection.

At the IPG Emerging Media Lab, we have identified five players that we feel will truly carry the promise of social media forward. But first, a look at the platforms that are bringing social functionality into their core reason for being. Read more.