Move over QR Codes. Good night SnapTags. Augmented reality is here!


A few months ago, I was looking at the back cover of a box of cereal and noticed something pretty interesting.

There was a complete takeover by the latest Spiderman movie, and (more importantly) there was an app.

If you downloaded the app, you would be able to see an advance clip from the movie.

Intrigued, I downloaded the app, dialed it up on my iPhone, and pointed it at one of the frames on the box…

And suddenly, the scene on the box came to life and I was watching a clip from the movie on the box!

Rather, on the box on my phone.

I had never experienced that before.

There were no weird wiggly lines or ringed logo required to access the video.

No separate browser window.

I just aimed my phone at what looked like a frame from a Spiderman comic strip…and viola!

Mind you, I’m a fan of QR Codes and SnapTags.

I’ve written about them a few times.

I think they’re immensely useful for driving interactions between brands and consumers.

At the time, I had no idea what technology was powering the Spiderman experience on the cereal box.

And while I found it novel, I didn’t explore it any deeper.

But a few days ago, a colleague shared a Ted talks link with me about augmented reality.

The video talked about how brands were exploring ways to integrate augmented reality into their apps.

I realize that my explanation of the Spiderman cereal box leaves much to be desired.

So check out the video from the Ted talk, which explains (and demonstrates) augmented reality with far greater clarity.

The technology Matt was demonstrating was developed by a company called Aurasma, which is one of the pioneers of augmented reality apps.

I definitely see augmented reality as the wave of the future.

The possibilities are literally limitless.

And the opportunities for brands to engage in immersive and increasingly interactive ways are even more limitless.

And I’m not talking about donning a helmet or a pair of glasses – I’m talking about having rich, interactive layered experiences by simply pointing your phone at an object.

But don’t take my word for it.

Keep an eye out for augmented reality coming to an app near you.

If you want to get a jump on the whole augmented reality movement, check out the Aurasma app in the iTunes App store.

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Filed under apps, digital advocacy, mobile, technology

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