Augmented reality has all the makings of a fad, but marketers who are experimenting with ways to put the technology in front of people are helping its adoption. That’s what Farhad Manjoo argues in his piece for FastCompany.
Manjoo says while scientists are envisioning AR as the first step towards Terminator eyes, the average person is seeing its practical use in marketing campaigns and consumer products. Capably equipped mobile devices such as iPhone and Android phones are helping un-tether the tech from computers to introduce useful applications that work on the go. One example is Yelp’s iPhone app that enhances its business search function by layering useful information, such as restaurant reviews, over the phone’s live camera view of the environment. AR companies such as Layar and Total Immersion are creating games and other consumer applications. Total Immersion is introducing what Manjoo calls the first AR toy, partnering with Mattel to create action figures from the upcoming film Avatar with a feature that lets kids see 3D version of the toys playing in their room.
Manjoo talks to techies and advertisers on the potential and pitfalls for AR. One pitfall is that consumers might see it as nothing more than a gimmick if marketers resort to me-too applications of the tech. Read more at FastCompany.
