4 Kick-Ass Examples Of Augmented Reality In Print

Augmented Reality... it might sound like something from a B-grade Sci-Fi movie, but as the technology grows in popularity, it's likely to become an integral part of the way we interact with real world objects through our smartphones or webcams.

If you don't know what Augmented Reality (also known as AR) is, don't worry, you're not alone. Wikipedia defines Augmented Reality as 'a term for a live direct or indirect view of a physical real-world environment whose elements are augmented by virtual computer-generated imagery. As a result, the technology functions by enhancing one’s current perception of reality.'

What does that mean, you might ask?

I wish I had a better way to explain it, but the reality (no pun intended) is that the best way to truly undestand what AR is and how it works, is simple... watch some video examples.

Below are 4 of the best examples of Augmented Reality in use with printed materials:

Esquire Magazine's Augmented Reality Issue

Esquire Magazine put together a brilliant showcase of how this technology can be used in the publishing industry. Complete with star power (Robert Downey Jr., Jillian Jacobs and more), Esquire proved that a print magazine doesn't have to be limited to just static images on paper.

Audi's 2010 Augmented Reality Calendar

This recent release from Audi shows that you can turn a (boring) promotional calendar into an interactive experience that both engages your audience and showcases your products. Seeing this video actually made me want to go to a dealership and see if I could buy the calendar.

Queensland University of Technology Augmented Reality Direct Mail Campaign

Australian adverstising agency BCM put together this gem of a AR campaign for a Queensland University of Technology direct mail promotion. The video shows how this technology can be personalized as well as used on other objects like a coffee cup, t-shirt and even your forehead.

Nissan Cube Augmented Reality Tradeshow Kiosk

Nissan, along with the help of AR firm Total Immersion, presented the Cube to tradeshow visitors by offering them an Augmented Reality demo of the new car. By interacting with the paper, you could even customize the color and interior of your cube demo.

What's next for Augemented Reality?

Who knows? I sure don't! The possibilities seem endless. I don't think it will be long before this technology is a major part of our daily lives though.

Microsoft will be releasing their Kinect add-on for the Xbox360 in a few months, which is essentially an Augmented Reality controller for the console. I think this will be the general public's first major introduction to AR technology. If the launch goes well, the sky is the limit.

If budget wasn't a concern, how would you use this technology in your marketing efforts?