Everyday objects can be given a new meaning thanks to modern technology and smartphones. 'blippar', a new app for iOS and Android, has the capability to create an augmented reality layer on, well, anything really. Brands all over the world are looking to cash in on the technology's potential in adding a new level of product involvement. Launching with Cadbury in the UK, blippar users can play games on their chocolate bars to win awesome prizes. And guess what – there's no need for a single package-cluttering QR code. Bonus.
Activating blippar is easy. Once blippar is enabled on your phone and the camera detects a compatible product, your smartphone's screen springs into action – whether it be an animation or video, text information, or games (such as Cadbury's "Qwak Smack", a 30 second game with the opportunity to submit your score and win goodies). Sonia Carter, Head of DIgital of Kraft Foods, summed it up well: "it doesn't seem all that long ago we were all marveling at what QR codes could do but blippar's 'markerless image recognition' technology takes the experience to a whole new level". blippar has also enabled consumers try on a virtual Omega watch from a newspaper advert – you can check out their demonstration with the Daily Telegraph here.
The Green Room Verdict: Is this the end of QR codes? Being able to create a similar effect without a big QR code disturbing creative artwork would be a huge plus. With one in three adults in the UK owning a smartphone, the potential of this technology is massive. We'll be eagerly waiting to see what cool uses of blippar companies come up with next.
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