Augmented reality is the new buzz word it seems. The technology itself has been around for a while, but all these nerds (they’re not nerds? yes they are nerds) are starting to use it to make amazing applications. So it’s getting interesting for a non-techie like me.

The ones that are getting me interested are mobile services like Wikitude and Layar. They are basically applications that, using the phone’s camera, recognise where you are and tell you what what’s around you. A very useful little tool and I presume it will allow people and businesses to add descriptions, making it both social and commercially viable. And as the new iPhone comes with a built-in compass, I’m sure these applications won’t just be limited to the Android phone for long.

On the gimmicky side, you have things like the BMW Z4 interactive 3D game. Gimmicky, yes. Pointless, yes. But as my friend here in the studio just said: “That’s something my dad would love!”. So it’s yet another tool in the box for brands to raise awareness and to get people to create their own content.
Although the app only seems to allow you to export the final result as a still and not show the whole process, like the video this smart chap made.
Still, the BMW tv ad is a little crap, even if it was just for not pointing people to the game.

UPDATE: I forgot that @philtidy mentioned last week that the US Postal service was using AR too to let people measure which box they need for their parcels. Nice.

Not-so-well-known online book retailer wants to become more-known. Brazilian ad agency comes up with an extensive campaign that includes technology, some guerrilla stuff, social media, viral marketing and a cool product too.
This is ‘The Living Book’, a book that’s written by people and that changes on a weekly basis. 

The book consists solely of QR codes (those weird matrix-type square things that are being used for mobile tagging). And when you take a picture of these codes with your mobile phone, each one will translate into a new bit of content every 7 days. 

So far so cool, but it doesn’t stop there. The bits of ‘content’ are actually Twitter messages that include the words ‘love’ or ‘hate’. Great gimmick, nice campaign, lovely way to integrate UGC, interesting technology. And apparently, the book sold out in no time.

Creative Review has a nice write-up about the whole thing.

Does anyone have any other good examples of QR technology being used creatively?

So, you’re a band that likes to communicate with your fans (if you don’t, get a real job). You have your MySpace page, your email-newsletters, possibly a blog, maybe even a Twitter account. But fuck, it’s all quite messy, isn’t it? And aren’t the kids all on their mobile phones these days?
Then you may be interested in Mupps, a platform that allows you to build your own music applications for mobile phones (or at least the likes of iPhone etc).

People at Pitchfork and Wired are excited about iPhone apps for musicians, but so far it’s been only major label acts (like Snow Patrol, Pink and Pussycat Dolls) that have experimented with it. Possibly because they’re not that cheap to develop. 

And, apart from the Death Cab For Cutie one that was released last week, they do feel like pretty static marketing tools. Things that are dreamt up in a meeting room, things that don’t come alive, because the artist itself doesn’t use it to communicate. 

Mupps seems to address a few of these issues.
One, it taps into that oh-so-important mobile market, which is a major communication platform for music-lovers. Sure, not every 15-year old has an iPhone, but mobile phones are rapidly becoming multi-media hubs.  

Two, there’s the portal function, i.e. all your Radiohead-related info is there. Including iTunes and the likes. So I’m sure managers and record company peeps are sniffing out the commercial value.

And three: the directness of Twitter integration will make it feel like you’re constantly following your favourite band (considering your hero updates it). 

I’m curious to see what the price plan is, but there’s meant to be different levels (basic – advanced – professional). And I’m sure the modular aspect of it means that it can be relatively cheaper. 

The application is not available just yet (you can sign up for a newsletter to get notified). But apparently the developers are looking for feedback, so if you’re a musician / label / manager, you may want to find out more. Kanye, you listening?

But where has this gone since then? A few weeks ago, a friend who works in business consultancy pointed me to Jacques Bughin, a media consultant his company uses a lot. And his thoughts on the whole mobile thing just seem ancient right now. Where are the ‘mobisodes’ from yesteryear? Where are those music videos created specifically for mobile viewing? Is anyone still watching?
The figures from the BBC seem to suggest the audience is switching off. But is that because of crap content? Or tedious technology?

On a content-level mobile tv is quite often a cut-down version of existing programs. I can imagine people logging on when it’s exclusive content though. I remember the UK network 3 getting an exclusive premiere on a Robbie Williams video and I’m sure that did very well.

But I personally think technology is inadequately developed (yet) to get a major impact. I just tried accessing some video footage from the Albarn & Hewlett produced opening titles for the BBC Olympics coverage. And gave up. Too slow, too messy interface,… And with mobile phones moving more and more towards computers (IPhone et al), wouldn’t people expect to watch things ‘online’, i.e. decent quality at decent speeds? Or not watch at all. 

I’m sure there are good examples of mobile video, but I don’t know them. And I definitely think it’s an interesting aspect of the media. So if anyone has any suggestions on good blogs/websites about mobile communication, then do let me know.