Augmented reality (AR) is a fairly new technology that allows people with mobiles or web cameras to seemingly turn ordinary objects, like a piece of paper, into a 3 dimensional living model. A few agencies in the DLG have already experimented and gone live with this for some of their clients. Widespread use however, has been limited by the amount of people who have web cameras, and most projects have been small scale. Until now.
Eminem has joined in, allowing fans to create competition AR art, as part of the launch of his new album. This initiative is likely to be the one remembered in time as the first major AR campaign, as it has great potential to virally go around the World. You can click the link here to see a video demonstrating how it works.
http://www.therelapse.co.uk/3dartcomp/
Author: Darryn Melrose, AIM Proximity
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