Esquire. Spicing up print with Augmented Reality.

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Posts Tagged ‘Augmented Reality’

Esquire. Spicing up print with Augmented Reality.

November 17th, 2009 • Experimental
Tags: Augmented Reality, Business, Cool, Experimental, Ideas, Lifestyle, Market, Print, Strategy, Tech, Tools, visual

Okay…Augmented Reality. About a year ago three words which simply had to be said by someone in a digital creative brainstorming was Flashmob, Social Media and QR code, with the latter being replaced in 2009 by Augmented Reality (“Creatives Bingo”).

To be honest…currently I only see few interesting use cases for it (the way it is used by brands nowadays). No, dear brands. I am not interested in an animated version of my cereals box. And no I won’t hold print ads into my webcam in order to see ads.

Don’t get me wrong. I believe, it’s a great technology. Augmented Reality can work – in the moment it delivers added value. Something which is more than just a moveable 3D-version of ads, ads, ads. Take Layar for example, a mobile browser which intertwines AR, mobile and knowledge. Or Invizimals, a pretty cool looking toy for the PSP. And maybe….just maybe….magazines and newspapers might create new, cool experiences intertwined with their print content as well through AR… One year after their 2008 E-Ink issue Esquire has published its first AR issue together with the Barbarian Group.

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Hi, I am Gerald Hensel and I am your host tonight.

Davaidavai is a blog about the stuff which drives my professional life. Digital ideas, social media, advertising in and beyond the 1s and 0s that seem to have taken control of pretty much everything… I work as Strategy Consultant for Blast Radius, Amsterdam. To check out what I do beyond davaidavai, simply follow this link. And don't forget to send me a message in case there is anything left to say.

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