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10 Smart Examples of Augmented Reality

Joe Maglitta | Date: 08-04-09 | Comments

Blending digital and physical worlds is a hot emerging frontier. Check out these short videos of real business use today.

In centuries past, the ability to conjure moving, talking 3D objects and people in thin air was exactly the sort of showboating sure to get you named court magician. Or burned at the stake. Today, a hot emerging technology called �augmented reality� (AR) allows you to conjure similar dazzling and useful results, with decidedly less risk.

Also known as �blended reality,� the notion of layering digital images, sounds --even smells -- atop the physical world to create a new computer-enhanced experience has been around for years. But only has the recent appearance of ubiquitous, inexpensive new technology � notably webcams, smartphones and AR toolkits� tipped such virtual/physical mashups towards a popularity only dreamed of by its costly older cousin, virtual reality.

How It Works

Emerging AR applications use two basic approaches:

In one, users hold up a specially coded sheet (which they can print) in front of a webcam or video camera and computer monitor. Digital encoding is translated and displayed in a moving, 3D holographic form that can be rotated and otherwise manipulated.

The second, and perhaps hotter, way uses an iPhone 3GS, Google Android or similar new smart device to view the physical environment, say a city street or subway station. Multiple layers of information are then overlaid on the phone�s screen, providing specific information about everything from available real estate, nearby bars and restaurants � even the identity and background of passersby.

For a wider and fuller explanation of AR, check out this helpful piece.

No Just for Monsters Anymore

Many AR demos feature eye-grabbing talking monsters, 3D T-shirts and similar gimmicks, and, of course, games. Nonetheless, business has taken notice. Proctor & Gamble, Best Buy, BMW and Disney are just a few of the fast-growing ranks of corporations putting AR to serious use. It�s easy to see why: Beyond catching oversaturated consumer eyes, engaging, lifelike 3D images hold great promise for marketing, engineering, service and delivery, documentation and more in a wide range of fields from retail to manufacturing, entertainment and many more.

Here are 10 video examples of AR in action to get your own ideas flowing. (Most require sound.)

1. Magazine cover/tech explainer: Popular Science and GE

Last month, PopSci and partner GE claimed to publish the first interactive 3D cover magazine cover. Three windmills pop off the page, build themselves and start twirling. Here�s a good, 38-second video about how it works. The project was built using Unifeye Design software, billed by its German creator Metaio as �the first professional augmented reality software, specifically developed for users in information design.�

2. Interactive card and Website: Topps

Every kid�s dream � favorite stars come to life right on the card! Collector giant Topps does just that, using AR on select Topps 2009 baseball cards. Stars pitch, field and bat in 3D � like a mini video game on your desk. See it in action here, then go to the Toppstown Website and check out follow-on activities.

3. In-store Retail: Lego and Disney

At the downtown Disney store in Orlando, hold special Lego digital boxes up to the in-store AR camera and you�ll see an animated 3D model of the completed set right on top of the box you're holding. Mummy look look mummy oOh mummy I want it I want it can I have it please please please please mummy mummy look look look mummy look�

4. e-tail: Zugara

For all its convenience, online clothes shopping frustrates in one key area: seeing how merchandise looks being worn. Similarly, online merchants fret about low browser/buyer ratios. Enter online retailer Zugara, whose �Webcam Social Shopper� app lets users select clothes, print a special �marker� app and �hold� up articles of clothing up in front of themselves as it tracks their movements. The fit is pretty rough, but as this video shows, it�s a promising start.

5. Package sizing: U.S. Postal Service

Does my package fit in that Priority Mail box? There�s an easy way to find out�

6. Technical service: BMW

Don special cool dark glasses, lean in and you are a Werkstattmeister master mechanic. Begin here.

7. Holographic Business Card

Yes it�s a little gimmicky. But honestly, who wouldn�t want one of these?

8. 3D brochure: Nissan

It takes a lot to get noticed amid the calculated sensory overload of a large auto show. Nissan managed to pull it off with this crowd-wowing live brochure and home version.

9. Online product promotion: Proctor & Gamble

With its new campaign for Always, consumer giant P&G is betting AR is not just a guy thing.

10. Design and Architecture: Boffswana

Demos will never be the same.

Next time: Mobile AP apps