Technically, augmented reality refers to the technology that layers different kind of information, for example pictures, sounds words, etc. over live video. In its December 2009 issue, Esquire placed augmented reality markers that using a computer with a webcam trigger additional digital content on the computer’s screen. The Barbarian Group provided the augmented reality technology and Psyop the animations.

I scanned the Esquire cover which you can download and print to try it yourself. To run the augmented reality, you’ll need a software which can be downloaded from Esquire here.

In the past I worked on various marketing campaigns that combined online and offline into a comprehensive marketing mix. The Esquire example certainly shows possibilities for a seamless marketing integration between the digital and real world. I can imagine a billboard campaign where consumers point their smartphones and access a tailored augmented reality according to location, time, weather and other info, and that can be also constantly updated with real time offers. Interesting possibilities, yet I believe there is still real friction for consumers: They have to download and install an application (and of course have a smartphone able to run it).