No longer just a nifty gimmick, augmented reality is quickly evolving into a practical and increasingly mainstream option for marketers looking to launch cutting-edge digital campaigns.
One of the latest applications of the emerging technology comes from interactive agency Zugara, Adweek reports. The firm has created a prototype app called the Webcam Social Shopper, which lets consumers virtually try on clothing using only their webcams and computer monitors. The app, which was developed as a test for Zugara's clients, also enables shoppers to share their outfits through social networks, Adweek reports.
Augmented reality, which combines the real world with digitally created images, has been making headlines recently, thanks to some innovative high-profile case studies, including the GE Smart Grid, Topps 3-D Live, and BMW's "Expression of Joy" campaign for the Z4. And now, as the technology begins to show signs of utility beyond the initial "cool" factor, marketers everywhere are beginning to sit up and take notice.
