Create “meaning” with Augmented Reality cellphone apps.
Augmented Reality Apps should add value:
This will probably be one of the shortest articles on the blog, because the video above is worth the viewing time of 9 minutes. I am a big follower of Guy Kawasaki and his approach to business and ethics in general. This is why, whenever there is something that has the possibility of making meaning, or adding value to life, and if it can be done with the creative use of technology, the message is worth spreading.
Advertising and Marketing Agencies have gone to town with the latest “toy” in their ever increasing battle to “engage” consumers. This time its Augmented Reality. Mention about the way AR is currently being used, to university researchers in this field (the ones who have a passion for AR and it’s possibilities) and you will see them wince and cringe at how it’s being abused in it’s current form of aim-the-camera and watch the 3D object dance apps.
While there is nothing intrinsically wrong with how AR is being used right now, it is about time Creative and Digital Agencies use it in a manner and context that can add value via this technology. Some people had envisioned greater things for AR other than just pointless amusement, such as helping professionals in the medical field, Heritage and architecture, civil and public security and if ever for amusement, then it should be in places such as museums and classrooms – Edu-tainment.
Augmented Reality Health Hazard Visualization app:
The video at the beginning of the article above is what creative departments in Marketing Agencies should be looking at, and developing an app for the Apple App store. The application could show pollution levels, or other geography related health hazard data visualization in real-time. This would allow people to aim their camera at their surroundings and visualize with graphics, the plumes of sulphur smoke and other poisonous gases that are in their vicinity. Maybe when people can constantly see these invisible killers via AR and their smart phone cameras, action will be initiated in the interests of protecting children and future generations, and keep current topics such as Global Warming and health risks etc, alive.
Granted that overnight, this cannot lead to the shutdown of the sources of pollution, but it could put pressure into finding innovation and best practices to curb the output of toxins. This use of AR is far more beneficial to consumers. It is up to the companies dabbling in commercial exploitation of AR to fund and create these applications.
Once such AR apps are downloaded by thousands of everyday life conscious consumers… Sponsorship and branding will follow! without the ad agency needing to find a client.