Updated 25 May, 2013, 2:17 pm IST
Augmented Reality, adding a new dimension to reality
| by Priyanka Tilve
If you are worried that printed pages will soon be a part of history, then you can take hope from this Marvel Comics initiative. Aptly named ReEvolution, it was announced in March this year and uses an augmented reality app, Marvel AR. The app powered by Aurasma is available for iOS and Android devices. What does it do? When you come across a Marvel comic featuring the Marvel AR logo, you can unlock extra nuggets such as behind the scenes action, notes by the editor, exclusive footage, a writer’s script, original artwork etc. They promise up to eight extras per comic so while devouring the latest antics of Thor, Hulk, Wolverine, Iron Man and others, don’t miss out on the extra action. All it takes is a simple app, but the initiative has successfully bridged the gap between the print and digital worlds. We only hope that other publishers take a leaf out of this book, as it will definitely save the print medium from dying as a passive form.
Marvel comics include AR to add to the readers experience
Quite innovative and useful, Tesco's AR installations to shop while on the go
On the other hand, offline augmented reality instances include the use of AR apps that allow users to get more information about the products featured in printed catalogues. Mr Porter, Ikea (a Swedish furniture brand) and Tesco (a British supermarket) feature amongst those who have added AR to their catalogues. Tesco has also installed virtual shops at airports, train stations and other prominent locations, which allow people to shop and make purchases using their smartphones. In India, Shoppers Stop became the first retailer to dabble with AR earlier this year during its annual sale when it urged customers to download an app named Shoppers Stop Secrets. This app took them to the web store, provided information about secret offers and allowed them to make purchases too. Other offline initiatives of AR include shopping sites that allow you to try things on, be they garments or jewellery or even cosmetics, before making the buying decision. All you need is a webcam and you can then try out stuff from the site. A number of luxury brands currently provide this facility.
Mr Porter's treasure hunt that made use of AR was quite popular
Hyundai took AR a step further as it suspended an actual car on the building facade
Do let us know if there are any other instances of augmented reality usage that we have missed out on.
Main Image Credit: Getty Images
Tags: Augmented Reality , Google Project Glass , Wallit , AR apps , Tesco , Marvel Comics AR , National Geographic AR , Axe AR campaign , Microsoft Kinect , Sixth Sense , Layar , Nokia City Lens , iOptik , Augmented Reality Apps , Wikitude , AR assisted shopping , Star Chart , Hyundai AR campaign , Shoppers Stop AR ad
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