Blippar

Why the phrase ‘augmented reality’ should be retired

I’m going to nail my colours to the mast. I think augmented reality (AR) technology is already big and can be massive.

The only thing is, I don’t think its best use is in augmenting reality, per se.

Where AR apps have a big future is the creation of a ‘physical world domain’. That’s a phrase used by Ambarish Mitra, CEO of Blippar. It essentially means using objects as the physical keys to information or rewards online.

Blippar signed up with Pepsi and Coca Cola recently and this feels like a game changer. With QR codes failing to be implemented properly in many cases (with bad placement, instructions, URLs, or landing pages), the company could be well-placed to own the discovery and reward space.

FMCG (fast moving consumer goods) feels like a proving ground for this technology (and all reports of the number of scans are good, so far), with immense numbers of units providing marketing real estate to rival any other ‘channel’.

So why might it be so powerful as a tag or key, but not as augmenter?

Argos adds digital layer to its print catalogue with AR

Last week I wrote an article that asked whether Argos is doing enough to integrate digital technologies into its print catalogue.

The retailer has a number of QR codes dotted throughout the magazine as well as ads for its click-and-collect service, but I felt that it could do more to embed extra content within its pages.

As it turns out, Argos has actually been trialling an interactive catalogue in the north east of England that uses Blippar’s augmented reality technology.

Argos was nice enough to send me a copy of its special edition, so here’s a look at how the technology works…

Chiquito and Bulmers jump on AR bandwagon

Mexican restaurant chain Chiquito and cider brand Bulmers have become the latest brands to launch augmented reality (AR) marketing campaigns.

AR marketing is fast becoming a common marketing tool, and last month we highlighted seven clever uses of the technology, but Chiquito is one of the first examples we’ve seen of an AR game aimed at children.

Placemats at the restaurant chain contain a kids’ food menu and a video game that can be accessed using AR app Blippar.

In the game creatures emerge from the placemat and the player has one minute to hit as many as they can.

Seven awesome augmented reality campaigns

Augmented reality ads are slowly making their way into the mainstream, with more and more brands using the technology to engage consumers with hidden digital content.

We’ve reported on several major brands using AR for marketing campaigns, including Waitrose, Nestle, and Tesco.

However, while marketers are all too keen to trumpet their AR trials, stats around consumer engagement are like hens’ teeth.

But following on from our post highlighting six successful uses of QR codes, we have found one or two examples of successful AR campaigns.

Kit Kat uses AR app Blippar for Euro 2012 promotion

Nestle has unveiled a new augmented reality (AR) promotion on its Kit Kat wrappers that allows customers to play virtual football using their smartphone.

By scanning the packaging with free AR app Blippar users can access the Euro 2012 table football game where they have to build a high score by saving as many shots as possible.

All scores will be posted to the game’s league table and one person will be chosen at random to win €2,012.

The Guardian uses AR app Blippar to promote iPad edition

The Guardian ran its first augmented reality (AR) print ad on Saturday featuring an embedded competition and video content to promote its iPad edition.

Readers were able to access the digital content using AR app Blippar.

If using an iPad, the ads also linked the user directly to the App Store so they could download The Guardian iPad edition.

Blippar: a QR code killer?

We wrote about Blippar back in May before it launched, but now the app is out there and major brands are on board, we can see how well this alternative to QR works. 

This week, Tesco has been running ads in several national newspapers, with ‘Blippable’ content for users with the iPhone or Android apps. 

So is Blippar a better alternative to QR codes, or does it still suffer from some of the same drawbacks? 

Can Blippar make QR codes redundant?

Blippar, which launches in a few weeks, is a new augmented reality mobile app, which aims to make it easier for mobile users to interact with offline advertising. 

The apps use image recognition to launch interactive content on the user’s phone, so an image or logo on the ad is the trigger to launch content on the phone.