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
