Better Service with Augmented Reality

I have become obsessed with the possibilities of technology like Blippar for service and branding. Blippar is a new app launched in Europe that uses the latest image recognition technology to make an advertisement itself a trigger for virtual content. In other words, it is a step toward more user-friendly augmented reality. Here is a demonstration (You can download the app in the US, but only UK brands have content at this time. So I haven't be able to use it firsthand yet):

Obviously, these are basic ads so far and 3D-ifying websites since it just launched. But think of where this could go to help customers. Marketers could re-imagine customer service. Imagine putting "help" videos and 3D images in context if people struggle to put shelves together! The help images could be triggered by the instructions or by the furniture pieces themselves. Imagine if a student studying with an SAT-prep guide could have inspirational Easter Eggs from other students cheering them on and sharing tips. Even more amazing, think if they aimed their phone where they were struggling and a teacher appeared to talk them through that problem.

Marketers could bring brand stories to life in the experience. Imagine scanning a menu and seeing it change from words to artful dishes and maybe even how the Chef prepares them. Imagine looking at chocolates in Whole Foods and being able to see the beautiful story of cacao harvested in Peru with a quick aim of the phone at the packaging.

I believe "creative" technology that dares to interrupt you has to be easy and quickly clear that it is worth it. That is one of the reasons I have struggled so far with inserting QR codes in an experience. But also why I am so optimistic about companies like Blippar and what marketers will be able to do with technology like this as it gets even better. I feel like it could be less about brand interruption and more about enhancement.

Thanks TNW Apps for your article that brought Blippar to my attention.