Interactive Print beyond the QR Code

Posted by on 21 Jul 2012 | Category: Industry Trends

Following on from our article A beginners guide to QR Codes, posted earlier this month, there are a number of new tools available that continue to bridge the growing connection between physical print, places and objects and the digital world.

Currently, the most common method for bridging print and objects with online services is by scanning 2D barcodes like QR Codes, Microsoft Tags or Datamatrix barcodes via a smartphone or tablet device.

The other method has been by making print and objects digitally interactive through Augmented Reality via a home computer, store kiosk or mobile phone.

But now there are a number of new “super scanning” apps available from companies like junaio, Digimarc, Google Goggles and Layar by IBM, that are quickly blurring the lines between barcode scanning, augmented reality and online information.

junaio

Digimarc

Layar

Google Goggles

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A quick super scanning app comparison (Current as at 21/7/12, gathered from websites and YouTube):

 

QR Code scanning

Object recognition

Audio recognition

Augmented Reality

Online or Realtime information

junaio

Y

Y

Y

Y

Digimarc

Y

Y

Y

Y

Google Goggles

Y

Y

Y

Layar

Y

Y

Y

 

junaio

junaio is a step towards the idea of "The Augmented World" with the capability to recognize images, barcodes and QR codes to unlock the digital infomation around us. Hit the "SCAN" button and point your camera at whatever it is you wish to get information on, provided it can be found in one of junaio’s channels, databases or connected partner platforms.

 

junaio on iPad 2 – Augmented Reality 2.0

 

junaio – 3D mobile augmented reality community

 

Digimarc

Digimarc Discover is a reference platform for information, entertainment or assistance related to the content we are most interested in. Using the built in camera and microphone, digital devices like mobile phones can "look and listen" and recognize content we want to experience further.

 

Digimarc Discover for Print Publishers

 

Pinterest-enabled Publication, House Beautiful

 

Layar

Layar is an easy way to add digital content to print media. It’s a self-service web application that lets publishers infuse static pages with interactive experiences.

 

Layar – Impactful Augmented Reality in Your Everyday Life

 

How to Use the Layar Creator

 

Google Goggles (also known as Google Search on iTunes Store)

Instead of using words, take a picture to search the web.

 

Google Goggles Labs – Marketing Experiment

 

And of course the glasses themselves: Project Glass

Audi: Augmented Reality Calendar

Posted by on 02 Jul 2011 | Category: Industry Trends

Source – http://printmediacentr.com/2011/07/audi-augmented-reality-calendar/ 

Brief Explanation:

A car calendar without cars! The calendar showed only high-quality landscape photos. In order to experience the cars, the user had to download an iPhone app. Using augmented reality, one could then bring out the cars onto the landscapes, with sounds, animations and all!

Describe the brief from the client:

The brief was to develop a calendar for Audi clients. The calendar should differ greatly from other car calendars and position Audi as innovative and modern.

Description of how you arrived at the final design:

When Audi introduces a car calendar, that calendar has to be just as innovative as the brand itself. Audi should not merely say “Vorsprung durch Technik” (Leading through technology) but prove it as well.

audi_augmented_reality_calendar_ibelieveinadv-412x290

Brief Explanation:

A car calendar without cars! The calendar showed only high-quality landscape photos. In order to experience the cars, the user had to download an iPhone app. Using augmented reality, one could then bring out the cars onto the landscapes, with sounds, animations and all!

Describe the brief from the client:

The brief was to develop a calendar for Audi clients. The calendar should differ greatly from other car calendars and position Audi as innovative and modern.

Description of how you arrived at the final design:

When Audi introduces a car calendar, that calendar has to be just as innovative as the brand itself. Audi should not merely say “Vorsprung durch Technik” (Leading through technology) but prove it as well.

Indication of how successful the outcome was in the market:

25,000 calendars were sent out. So far, the app has been downloaded 23,448 times. This means that most of the people who received a copy of the calendar have downloaded the app to experience “Vorsprung durch Technik” in a new dimension. Audi received numerous response mails from enthusiastic clients. Just one person obviously didn´t get it. He wrote an e-mail saying thank you for the lovely landscapes.

Advertising Agency: Neue Digitale/Razorfish , Germany

Managing Director: Sven Kuester, Sascha Martini

Creative Director: René Lamberti, Fabian Roser

Art Director: Kathrin Laser

Copywriter: Stephan Deisenhofer

Concept: Steffen Staeuber

Copywriter: Alexander Ardelean

Designer: Bartosz Elsner

Designer: Florian Uihlein

Interactive Designer: Jens Lembke, Julien Pietri

Programmer: Dennis Hantke, Dirk Tech

Technical Manager: Mathis Moder

Technical Director: Paul Schmidt

Account Manager: Kristina Klein, Dorte Luecker

Animator: David Loehr

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