Augmented Reality

Augmented Reality

Believe it or not, we’d already planned an article on augmented reality prior to the phenomenon that is Pokémon Go. (Life before Pokémon Go. Who knew?)

Back on planet EP, we’ve been using augmented reality to – well – augment some campaign materials for our clients. Coupled with a smartphone, one set of business cards allow the MD to introduce himself and his company in person. A small flyer incorporates similar technology to transform itself into a full product demonstration video for international clients, dispensing with the need for heavy brochures and excess baggage payments.

Still playing catch-up on AR? Here’s our at-a-glance guide:

What: Augmented reality blends the virtual and physical worlds by using technology to superimpose a computer-generated image on a user’s view of reality.

When: It’s been around for a while.  Early concepts date back to the 1970s and 80s.

Why: Many of us associate AR with gaming, big brands or lifestyle products. It does, however, have valuable uses across a wide range of activities from architecture and archaeology to medical and military.

Where: You can find examples of AR in everything from your IKEA catalogue (bring rooms to life by hovering over pages with your smartphone) to sporting broadcasts (compare today’s competitors against the current world record holder by means of a tracking line on screen). You can also visit the app store and download a certain game…

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