Still in its infancy, augmented reality technology is quickly becoming an integral aspect of some marketing campaigns.
Adidas’ new line of sneakers comes with an augmented reality (AR) barcode on the tongue of the shoe. When held up to a webcam, the sneaker triggers a celebrity-filled virtual game world and becomes the actual controller for the video games. The December issue of Esquire magazine had an AR barcode on its cover and contained links to interactive content and ads. (Brandweek, 2/15/10)
As the technology improves and new capabilities are created, more companies will recognize the importance of offering interactivity in advertising. Expect this technology to become ubiquitous.
Eric Zavolinsky
