World Cup 2010 Promotions to Use Augmented Reality
There's still 142 days, 18 hours and a few minutes until the 2010 World Cup launches in South Africa but the first use of cutting-edge promotional technology is already making an appearance. Sports have been where a lot of technology in the new Augmented Reality category first went mainstream - from Sportvision's down-line TV overlays to IBM's Wimbeldon Seer.
Augmented Reality (AR) is technology that places data on top of our view of the world around us. The first World Cup 2010 AR made an appearance at a small event in London last week.
This screenshot is of a prototype of a system that will be found in public spaces around the world in the months leading up to this year's tournament. Passers-by will see video reflections of their own faces but with the flags of randomly selected World Cup competing countries overlayed on top of their faces. When they see that image, the country's national anthem will play.
It's not terribly interactive, but it is a fascinating experiment in trying to build international camaraderie by making fans imagine themselves as if they were fans of another country's team. How would they feel if they had that other country's flag painted on their faces and heard its national anthem? Were they from that country, they would probably feel proud. How does the AR make them feel? Perhaps like a more worldly, sympathetic person. That sounds like a positive World Cup experience.
We're told that the system was built by long-time Augmented Reality market leader Total Immersion, in partnership with CrossPlatform.tv. The face being augmented is Simon Grice, founder of MashupEvent. The screenshot was sent to us by "an anonymous source, who was very impressed."
Who's World Cup AR will we see next and what will it do? We look forward to seeing the world's most popular sport become an experience all the richer.
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I will be heading to the world cup. I look forward to seeing this and capturing it on video.
Well, let's see, did you enter the promotion? Always a good indicator as to whether it is a hoax or not.
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It´s almost a fact that Augmeneted Reality is going to be in course to be used like a full promotional for the world cup. But I beleieve that a better use is going to be developed under the Layar platform, using the Geotag and then showing the information about the pleace where is going to be the match. You could take a look about the differente kind of use to augmented reality in http://www.muvedesign.com/16-key-augmented-reality-business-models-2/.
@sebasoffia. What the revolution is waiting for?
It wss also announced on Monday that IBM's AR for Tennis in Australia will be Android only. Seems everywhere you turn these days Iphone's future market share is withering because of the more sensible, more open-sourced, ad-funded objectives of google Android!
Read more here: http://www-03.ibm.com/press/au/en/pressrelease/29200.wss
The World Cup in South Africa is the greatest of all times, but the question is, will the soccer level will be good ?