Esquire Magazine Augmented Reality Video
Dec 9th, 2009 | By Gene A. Wright | Category: Feature, Information Technology, Innovation, Marketing, New Product ManagementThank you Wendy and Mike.
From The Today Show
Esquire Magazine Augmented Reality Video
What do you think?
It is interesting technology, but I think this is just scratching the surface. What if we use this technology for education and linking various types of information to make it easier to understand and interact. How about using it to link home photos, movies, papers, computer files that seamlessly blend together to show you a vacation, or your child’s life. In the medical field, blending the physical patient with the pieces of information from an x-ray, mri, and other medical devices in an augmented reality that could lead to a faster diagnosis. The possibilities are endless.
i think the whole thing was really gimmicky. cool, but gimmicky. i’m much more impressed with what’s happening on smart phones. the print stuff obviously works well to get PR. i mean, if the today show is talking about it, it MUST be cool
This innovation has many tremendous marketing related possibilities. What a great way to showcase a product and let people have a virtual experience using the product. I can see an application where rather than having a spokesperson talk about or demo the product, the webcam places you into the demo. Placing the viewer into the demo could create a deeper bond.
I think this Augmented Reality thing is a great way to make marketing interactive. Not only does the consumer get to see the ad, they can also go and watch more about it online. I know when I’m reading my Vogue every month, it would be great to see the piece of clothing, and then be able to hold it up to my computer screen and watch a runway show or see more views of the item. I think this is just the start of augmented reality, and I have a feeling were going to be seeing it by many large companies and marketers. Overall, pretty cool!
I love this. It think it is clever and is changing to meet the requirements of a generation that is use to interacting constantly. It is what most businesses should be doing, looking at that consumers and finding new ways to engage them in their products. Think of the content a business could include in a simple postcard mailing. The information they could provide customers in this way could be fun, informative, and help customer “see” the value their products and services. I think we are going to see a lot more of this, and look forward to how businesses will use it.
And sooner than I thought here is a new way this technology is being put to just that use. Gift cards from Home Depot with ideas on what to spend it on or information on how-to do it yourself projects. http://www.homedepot.com/webapp/wcs/stores/servlet/ContentView?pn=GC_Augmented_Reality&langId=-1&storeId=10051&catalogId=10053&cm_mmc=ola-_-gc-_-burst-_-arcc728ctb
The next era of marketing is upon us! What a great way to reach your clientele or potential clientele. Augmented Reality may be perceived as a gimmick by some but the impact that it will have until it is mainstream should be capitalized on. Imagine the possibilities for your brochureware or even packaging on your products. It has been used for instruction manuals and service manuals already but take that one step further and use it for customer service and support. In a world where we are more reliant on web based apps that do not necessarily have live bodies monitoring them; this could be a means of providing the “personal touch” that some customers may need.
I think this is amazing. I wonder if newspapers will also try to adopt this technology. They didnt really mention how this would increase the price of magazines so that is something I would like to know. Also what software would someone need on their computer to make this work? Overall, I like it alot and am excited to see where this goes from here. This would be especially nice for things like sports magazines where you could watch highlights and interviews.
I thought this was really cool. The technology innovations that make this possible just cease to amaze me. The potential there is just huge for marketing. I can imagine sales brochures that can utilize this will be coming at some point, although the cost will make it for large high revenue companies, not local companies like myself (at least at this point!)
That is so cool! Great way to differentiate your magazine from others! I think it’s a very interesting way to use augmented reality and I see other magazines to be jumping on this wagon soon. Very neat way to attract new readers and to keep paper magazines on the stands. Very cool!
Interesting technology, alhough it seems really gimicky the way they are using it. I think if they could make an app on your phone that could play things like that now that would be really cool. The problem for me is you gotta have a computer to view it, who reads a magazine infront of the computer… any ways this technology could be used for a number of things beyond entertainment even – imagine business cards – cool!
I think this is fantastic. With a lot of newspapers and stuff going digital this may help magazines stay in business. It combines not only the print but also gives you a new technology twist. Going with that, This may only be the beginning. Hopefully we can incorporate this technology in something a little more useful like our everyday jobs or education. I am blown away everyday with these new inventions in technology, it’s hard to keep up.
This is truly amazing but why will I buy a magazine just to hold it up in from of my PC screen?
I really enjoyed the augmented reality example we did in class. It was my first experience with that concept of using the built in camera to upgrade the web site viewing experience. The visual experience was very easy to follow and fun to participate in, it was like you were driving the web site with the magazine. Very neat use of bar codes and a camera.
I tried this at home and showed to my visting mother. I was impressed and she couldn’t beleive what she saw or how it was possible. This type of creativity absolutely amazes me. It also seems to be a wonderful way to market a product. It is a bit gimicky as commented on previously but gimicks may get your product looked at many times and hopefully purchased. Great idea.
It would be wise for Esquire Magazine to get a patent on this technology as soon as possible. The liscensing oppurtunites for this technology could be huge with other magazines and maybe even news papers. Companies should also factor in the cost to have celebrities like Robert Downey Jr. film these extra features. I’m sure most actors/sports players/authors would want to see some sort of gain by doing this extra service to magazines or newspapers.
Esquire may have a pretty inventive idea here. I love reading magazines, I have ever since I was little. I don’t often read Esquire, unless a friend has one laying around, but I do like it. Now will this new technology have me reading… in a word – No. But I do believe that they are on to something. Many people do think of the magazine industry as an “old” media venue. It is an older media venue but it still a relevant one. Call me old fashioned but I love getting a magazine in the mail. Now on to this Augmented Reality idea, do I think it will sell more magazines – nope, but it is very cool. It would not result in me going out of my way to purchase a magazine. But I think in the right application this could be a very useful and very cool innovation. Lots of potential but it is still in its infancy. Needs a more practical use and then maybe you will be seeming more of this augmented reality.
This is great technology and a lot of fun to check out however it lacks in functionality. I believe that in order to truly use this ability, we must find a way to use it for more than a magazine. I think the idea of “coming back after midnight for a dirty joke” truly signifies how the technology can operate. We need to tap this more and more in other areas such as commerce.
I would agree that it is cool, but gimmicky. I wonder if the large printers like QuadGraphics see this as just one new opportunity to strengthen the future of the printing industry. Recently, Quad sold 22% of its equity to a suitor, but the Quadracci’s clearly see a future benefit in holding the remain equity.
I think this is a very interesting means of keeping print alive and incorporating people’s desire to literally see more than what is printed. There’s always going to be a need to capture people’s imagination and attention so this is certainly a good way to do so. The question then becomes how long will this last? For now, I think it’s good to continue to test the grounds. I am sure quite a few products that wouldn’t normally be advertised in print because they need to be seen would become good candidates for such marketing.
I don’t know if it’s just that I can’t see the potential for this or what, but to me it seems gimmicky at best. I see no added value or benefit from this augmented reality. I can understand using an article to drive readers to a web page to surf around and learn more, but I don’t see how this augmented reality is different.
It is really interesting to see the creativity of the Esquire. In a digital world where print media is slowly dying, I think it is one of the best creative ideas that other print media publishers may use to have their print media keep alive and also have presence in the digital arena. It is all about adapting to consumers preferences and technology trends. May be it would be cool to see News paper to be just few pages and you see the live video or audio online.
I think this is so neat and awesome! I’m going to have to get a webcam. It’s going to add a lot of fun to reading magazines. It’s such a great way to keep print “alive” and relevant. Newspapers and magazines are on such a decline and I think this will keep them afloat, at least for the time being. Great job Esquire!
I think this new technology will be something that will be a great medium for marketing campaigns as well as in education. It is also a good way to bring print media back in to light through interactive technology. It is hugely important in todays trends that advertising stands out and uses technology. This is also great because customers who still just want to read the magazinze, will be able to without getting a different expereince than normal, but other customers who geek over technological information will really get excited to maybe buty a magazine again.
Augmented reality has many possibilities. One that stands out involves online purchases of goods when the item is pictured in magazines. This will enhance the use of product magazines which drive customers to websites in order to purchase the exact item they are looking at. Department stores that need to increase their online traffic should use this augmented reality.
This is amazing!! I would buy a magazine for this, especially depending on how the technology is used. This would be perfect for health magazines where they tell you all about a new work out routine that would really help you tone up or burn fat, but they give vague descriptions about how to do the actual activity! It’s a great way of expanding an older media form to incorporate newer media forms and to keep it exciting!
Cool, but gimmicky. Especially when applied to print. Maybe I am a little on the romantic side but I still appreciate the “old” technology of picking up a magazine and reading no where near a computer.
On the other side, Lego has applied augmented reality in a more relative way, allowing a would be purchaser to preview what the product looks like assembled by holding up the box to the unit.
I’m going to echo many of the previous sentiments of interesting, but is it just another gimmick? Personally, It would probably be interesting the first 2-3 times I used it, then get bored with it. Plus if I’m reading an actual magazine and not it’s online version it’s usually because I don’t want to be sitting in front of the same computer I have been all day!
I will be interested to see how this technology continues to progress, as I’m sure it’s still in it’s infancy.
I am not a fan of this new technology of augmented reality. It seems to me that if I wanted to video portions of the magazine on the internet, i would just get an online subscription. The cost of magazines is already high enough without adding this amount of work and technology into the pages. I have no seen this feature on any other magazine and I am hoping that it phases out from my good “old magazines”.