I’m still pretty sceptical about the mainstream appeal of Augmented Reality. Yeah yeah yeah I always blog about it but I’m a geek okay
There seems to be too much faffing – what with downloading software, printing stuff out, turning on your web cam, etc etc. But I’ve recently come across two very interesting AR outdoor campaigns. This seems like a great idea to me. Consumers get all the rich experience, minus all the faffing.
In this example, passerbys become a part of the film Coraline leaving them with a lasting impact (and button eyes!). Besides Augmented Reality, the signage also utilises audio, gesture-based interactivity, video, and holographic displays. Found via.
This was an outdoor advertising campaign for the TV series Vampire Diaries. It appeared in Los Angeles and New York and utilized augmented reality to make your reflection disappear (just like a vampire!), leaving background figures, cars, etc still in plain view. It also featured Bluetooth. Found via.
What I like about both of these campaigns is that they use sophisticated technology, but in a way that has mainstream appeal. The people in these videos have probably never heard of Augmented Reality, and quite frankly that doesn’t matter.
I’m warming to Augmented Reality but only when it’s either a) Useful (such as this USPS and IKEA), or b) entertaining (but easy to interact with).
This is a simple but cool idea. Take a film, and make an interactive movie experience by allowing people to text message in the next line of the movie. A great example of people sharing digital experiences in the real-world.
A project by TXTual Healing.
Following my ickle post on David Lynch on Mobile Movies, which I love, today I stumbled upon David Lynch on product placement. Another genius clip.
I’m not sure if this is ‘bloody’ brilliant or just plain creepy.
“To promote the exclusive thrillers and horror films on 13th Street, the toilet of a nightclub in Hamburg was specially prepared. Just after entering the room, the light suddenly goes out and the room is bathed in Black light. And now a bloody crime scene becomes visible on the floor and walls: “See what others don’t see. 13TH STREET. The Action and Suspense Channel.”
Certainly memorable but perhaps a little too invasive?!
Agency: Jung von Matt, Germany.
Found via Stuff that is relevant.
2008 – still not the year of the mobile. Surprise. This is pretty darn amusing…
Courtesy of ExperienceCurve.
Okay, well not the real Loch Ness monster…now that would just be silly wouldn’t it!
The Loch Ness monster has surfaced in Tokyo Bay – created using a water screen and water jets. This is the latest in movie marketing gimmicks, this time to promote The Water Horse. So are movie promotions getting more exciting or just over hyped?
We all enjoyed the ARG campaign for Cloverfield movie, and the hype has indeed made it a box office success, but if you read the reviews they tend to start something along the lines of… “it was never going to live up to the hype”. The films ‘herky-jerky’ camera work requires a lot of commitment from the audience, and it’s just not everybody’s cup of tea.
Before a movie hits the big screen, it’s tricky business striking a balance between sparking genuine buzz and generating over hype in movie marketing. Nonetheless, it’s a tough industry to crack and I’m thoroughly enjoying the innovative and often brave campaigns we are beginning to engage with.
Consumers are demanding more and more and are living in a highly charged media mix culture. Let’s face it, we’re bored with flashy movie websites with wallpapers and screensavers. That all seems all a bit lame now. As our expectations rise, I expect nothing less than real world Loch Ness monsters, complicated hunts across multiple platforms, and even bloody limbs in public places. Are you excited? I am…