One of my all time favourite films of the last ten years is the futuristic action movie Minority Report. I remember watching in fascination as our hero John Anderton passed through a shopping centre of the future. The whole sequence was brilliant. Billboards and advertising changed as people walked past, tannoy systems in shops welcomed you back and asked how your last purchase was working out. It was both a scary and tantalising view of the future.
Minority Report was released in 2002 and only eight years later Augmented Reality (AR), the blending of the real and virtual world, has exploded into popular culture. Some of the highlights include iPhone apps that use the camera to overlay directions to your nearest Starbucks, and interactive kiosks demonstrating yet to be manufactured products at trade shows. For business in general, and retail in particular, it seems that the opportunities are endless.
I have a t-shirt at home with a slogan "RL has rubbish FPS". Translating, this means that real life isn't as good as virtual. Sadly my t-shirt is right, the real world is still light years away from the possibilities of Minority Report. Where are the interactive billboards? Where is the personalised voice?
However, with smart phone adoption going stratospheric, developers are finding new ways to supplement real life. For retail, my current favourite augmented app is Google Goggles. Goggles allows you to take a picture of a product, logo or landmark and look it up on the web.
Surfing the web via real life items is a revolutionary concept. Not only will this allow you to look up online pricing while arguing with the sales person in your local garage, but it also means that you can discover more about the sculpture and its creator while on a museum trip, just by taking a photo.
The ecommerce world is getting in on the act too. Several major online clothing companies are rolling out the "Magic Mirror" feature. It allows you to try clothes on via your webcam from the comfort of your own home. This Christmas Hugo Boss also trialled an impressive online and offline marketing campaign based around a game of blackjack, using both the real tangible items and virtual pixelated content. And we’re just at the start of the possibilities.
Why don't you see for yourself and give one of the following augmented experiences a go:
I am not yet expecting my embarrassing shopping habits to be blurted out over a loud speaker as I walk into Tesco. But some aspects of the future have definitely arrived already. Brace yourself for the ride, it’s going to be exciting.
Ben Dyer of Actinic
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