I'm often asked the difference between augmented reality (AR) and virtual reality (VR). Put simply, AR brings digital content into the real world via a screen, whether that is a tablet, smartphone or poster, whereas VR uses a headset to place us in an altogether different and virtual environment.
While VR has been grabbing the headlines, AR has quietly sat In the background, but is nonetheless providing brands with just as exciting ways to share their stories with consumers.
Only this month after 91 years in print, The New Yorker magazine leaped into the future with an augmented reality cover (May 8th). Created by artist Christoph Niemann for the magazine's annual Innovators Issue, the simple yellow and black cover comes to life when viewed through a tablet or a smartphone, turning into a three-dimensional animation that lifts off the page.
L'Oreal is using AR in a bid to boost the company’s e-commerce sales and attract younger shoppers to its products. Launched in 2014, it's Makeup Genius App converts the smartphone’s camera into a mirror and uses innovative technology to allow users to try L’Oreal’s product virtually, share them on social networks and buy them conveniently. The company claims that the app has almost 20 million users globally.
Last year, in partnership with JC Decaux and DOOH.com, Happy Finish placed consumers right inside the new Skoda Fabia in an oversized AR experience that ran on the largest out of home screen in Europe. Commuters travelling through Waterloo Station, London found a stylish experiential space surrounded by iPad’s allowing them to design their own Fabia from 90 different variations. That data was stored and users could then take their seat in front of a Skoda green screen to take control of the linear Skoda commercial, actually putting themselves Live on-screen as the hero, to experience their design build around them right before their eyes.
What's more they get to see their name up in lights alongside their configured Skoda Fabia Hatch 2015. Once the users experience was complete, a picture of the car with them inside was sent via social media for all to share and share again.
The next generation of augmented reality and virtual reality is mixed reality (MR), which uses a transparent headset to bring holograms into the real world. Companies like Microsoft Hololens and Magic Leap are creating technology to transform the way we interact with data, entertainment and information. Imagine, one day in the future, being able to sit in a Globe Theatre in Manchester, watching holograms of live performers, as they act on stage in London's Globe Theatre.
A long time ago, in a galaxy far, far away, a hologram of Princess Leia pleaded, "Help Me Obi Wan Kanobi. You're my only hope!" Well, in a town near you, right here and now, holograms are becoming a lot more sophisticated, and you're going to be seeing a whole lot more of them!
To learn more, why not take a look at our case studies.
