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As the "digital age of advertising" begins to consume us, many traditional agencies are seeking a deeper understanding into what it all means, what can they do to be a part of it, and how can their clients benefit from this new way of thinking.
HCK2 is no exception.
We assembled a team (from all of our disciplines - creative, interactive and public relations) to study, analyze and strategize on how digital marketing can be best used to extend our clients' messages and offer a more dynamic, real-time and targeted way to penetrate the market.
The first digital idea we'd like to share is Augmented Reality.
According to a beloved Wiki site, Augmented Reality is "is a term for a live-direct or indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input, such as sound or graphics. As a result, the technology functions by enhancing one’s current perception of reality."
A couple of examples:
- The yellow "first down" line seen in television broadcasts of football games shows.
- Swimming telecasts adding a line across the lanes to indicate the position of the current record holder.
- A museum exhibition usingprojectors and screens to insert "objects" into the real environment.
So how can this apply to marketing and advertising? Well one example is Nissan at the 2008 LA Auto Show, where it unveiled the concept vehicle Cube and presented visitors with a brochure which, when held against a webcam, showed alternate versions of the vehicle.
Additionally, location-based mobile apps have grown in popularity - simply holding up your phone to a street and seeing what bars, restaurants or other businesses are around you. Or "how-to" guides and "assembly-required" help for products have been widely used.
To help you start thinking about how Augmented Reality can fit into your marketing objectives, check DigitalBuzzBlog's top 10 augmented reality samples.
Remind you of anything?