Sometimes a new technology will suddenly hit a magic “tipping point”, and all of a sudden you read about it everywhere – news sites, blogs, conferences, your friends, etc.

These days, it looks as though Mobile Augmented Reality has reached that tipping point and has now become one of the hottest topics in the mobile arena.

It’s already clear that mobile AR will have many applications in the area of mobile advertising and marketing, so we thought it would be a good time to take a more detailed look at the current state of this exciting new technology and the ways it can be used to create consumer engagement.
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A new service called Google Goggles has been launched by Google labs. It is intended to let consumers use the camera on their phone as an input for search: simply point the phone’s camera at an object, and then receive back information about that object.
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It has been just a year since Nike launched their PHOTOiD campaign. This campaign allowed consumers to use their mobile phones to choose colors they liked from the world around them, and have these colors incorporated into a customized pair of Nike running shoes.

This was one of the first campaigns to exploit visual interactivity to engage consumers, and although the campaign is no longer active, it is still a great example of creative use of innovation for marketing. more»

Looking around the world today, it seems as though everything is becoming digital – music, photos, video, ads, TV, books, etc.

And it is clear that the mobile phone is playing an increasingly important role as a person’s means of interacting with this digital world.

In this two-part article we will take a look at a very interesting type of interaction which is still emerging – the mobile camera. The camera can be used in many ways to engage consumers: QR codes, augmented reality, advanced image recognition, plus several others. more»