The German automakers launched the new Z4 in April 2009 with an innovative AR campaign using MagicSymbol technology. Using a webcam and a printable symbol, users could control a virtual Z4 and drive the car around their desktop as a virtual paintbrush to create pieces of art out of tire skid marks in what the company called “An Expression of Joy.” Check out a demo of the campaign here.
Launched in December 2009, the Belgian beer’s branded mobile app combines real world GPS tracking with directions and user interaction. By locking into your physical location, the AR is activated. The application then recognizes if the bars you are walking toward serve Stella Artois, and if not, directs you to those that do. Here is a video of the app in action.
The first vacation destination to market itself via AR in March 2011, the Visitors Center of Clearwater/St. Petersburg (VSPC) partnered with Digital Frontiers Media and Miles Media to let users see themselves at local attractions. Recognizing that every destination in Florida has beaches, they focused on the duality (recreation and culture) of their region and let users explore via a guided AR tour. View a five-minute explanation of the campaign.
The sneaker brand partnered with mobile augmented reality start-up GoldRun and the folks at Young & Rubicam to create the “World’s First Invisible Pop Up Store,” utilizing AR to sell limited edition shoes in November 2010. Sold exclusively through the app, 600 users in New York City’s Washington Square Park and in Venice Beach, California were able to take a photo of the sneaker on-screen while also opting to purchase, giving users a new way to connect with the product.
In early March 2011, the Unilever-owned brand Lynx (known as Axe in the U.S.) put signs in a London railway station telling users to look up at a giant screen. On it, they saw images of themselves along with the angels featured in all brand ads. As this video dictates, reactions were very mixed but the wow factor is not debatable.