In line with a marketing strategy designed to appeal to a younger, digitally-aware consumer, Tissot used Holition’s irresistibly attention-grabbing Augmented Reality experience to generate stand-out in a way not possible through traditional point-of-sale techniques or through web-based publicity.
To maximise the impact of this unique approach to point-of-sale engagement and brand engagement online, a major PR initiative was swung into place to create real buzz around the initiative.
Holition designed and deployed a bespoke Augmented Reality application for Tissot, allowing consumers to experience the T-Touch collection online in full interactive 3D.
A branded tip-on was designed and printed for insertion onto a Tissot print advertising campaign across a variety of media, including GQ and T3, driving readers onto Tissot’s website to experience the Augmented Reality application for themselves.
The activity was accompanied by a data-capture mechanism, allowing Tissot to build a B2C database for future marketing projects.
To take the experience direct to consumers, the Augmented Reality application was affixed to a window at Selfridges department store, in one of Europe’s busiest shopping districts, allowing consumers to try on Tissot’s virtual T-Touch collection while standing in Oxford Street.
Julian Oliver provides new and alluring approaches to augmented reality. Augmented reality means creating virtual ad-on’s to what is already there. Recently Oliver started working on new forms of utilizing public space that is already dense with advertisements. Just imagine seeing art all around Times Square instead of advertisements for sport shoes and soft drinks. Or imagine some one entering one of those advertisements for soft drinks and thus adding new message and meaning to what it was before. You could be the one who decides what you want to see or be invited by a – preferably famous – curator to look at his selection.
In a spectacular presentation on TEDxRotterdam Julian Oliver takes a different view on reality.
The image that you see here is from a short film called “Augmented (hyper) Reality: Domestic Robocop”. It is a short film by Keiichi Matsuda, a Masters student at the Bartlett School of Architecture in the United Kingdom. I think he deserves top marks for his effort to show us what the future could be like.
While we’re all salivating over what may be the next phase of computer interfaces in the form of the Apple tablet, we might as well look to the future of interface dynamics likely to follow: augmented reality. Keiichi Matsuda, a Masters student at the Bartlett School of Architecture in the UK, created this short film called “Augmented (hyper) Reality: Domestic Robocop” to show us what the world might look like in a future home embedded with augmented reality interfaces.
Filled with advertising panels that come to life, the user’s concept kitchen is something out of “Alice In Wonderland” with talking appliances and portals to outside landscapes right at your fingertips. If this kaleidoscope vision is indeed the future, we may all need to increase our internal RAM. Check out the video
Google Goggles, the tech giant’s mobile app for searching just by taking a picture, is finally making its debut on the iPhone.
Google Goggles launched as an Android app in Google Labs in December of last year. The app processes pictures taken with the phone and recognizes the text within it, creating search results for things like books and business cards. It also recognizes landmarks, paintings or other historical objects. Earlier this year, Google Goggles gained the ability to translate text in photos.
Now that Goggles is 10 months older and able to recognize more objects with increasing accuracy, the search giant has decided that it’s time for iPhone users to have the power of visual search in their pockets as well. The functionality is being added to the newest edition of the Google Mobile App for iPhone.
Goggles essentially works the same as its Android counterpart: It recognizes things like landmarks, logos and book covers, but isn’t able to recognize food or animals. Clearly, though, the company is working on that functionality; if Google can nail it, Goggles would definitely become a must-have killer app.
Goggles isn’t available for every iPhone user, though; it’s enabled for English-speaking users only at the moment, and because it needs a camera that can auto-focus, it only works on an iPhone 3GS and iPhone 4 running iOS 4.0 or better.
What do you think of Google Goggles? iPhone owners, do you think you’ll use Google’s visual search product? Let me know in the comments.