Augmented reality is an emerging technology that superimposes computer-generated images on the real world with the help of a cell phone camera or special video glasses. With the recent explosion in smartphone sales and usage, creatives have been challenged to go beyond the boundaries to develop innovative and cutting-edge marketing ideas tailored for the mobile space. Alongside location-based marketing, many brands have focused on augmented reality applications to create the “wow” factor and engage consumers with interactive experiences.
According to ABI Research, the market for augmented reality (AR) in the US alone is expected to hit $350m (£218m) in 2014, up from about $6m (£3.8m) in 2008. It will be very interesting to see which brands jump on board this game-changer and how they employ this technology in their marketing mix.
Watch this video to see how National Geographic comes to life with its augmented reality campaign:
https://www.youtube.com/watch?v=srbDZjUQwlo