Comments on: Breakdown: Lego’s “Digital Box”, an Augmented Reality Kiosk http://www.web-strategist.com/blog/2009/11/16/video-augmented-reality-at-lego-store-digital-box/ Jeremiah Owyang discusses how web tools and social media enable companies to connect with customers Sat, 20 Mar 2010 18:02:52 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: boxes_crates http://www.web-strategist.com/blog/2009/11/16/video-augmented-reality-at-lego-store-digital-box/comment-page-1/#comment-1157777 boxes_crates Thu, 25 Feb 2010 17:05:58 +0000 http://www.web-strategist.com/blog/?p=5303#comment-1157777 Just came and read, this is wow! I was seek from many blogs, but here is the best, I love it. Just came and read, this is wow! I was seek from many blogs, but here is the best, I love it.

]]> By: boxes_crates http://www.web-strategist.com/blog/2009/11/16/video-augmented-reality-at-lego-store-digital-box/comment-page-1/#comment-1154947 boxes_crates Thu, 25 Feb 2010 09:05:58 +0000 http://www.web-strategist.com/blog/?p=5303#comment-1154947 Just came and read, this is wow! I was seek from many blogs, but here is the best, I love it. Just came and read, this is wow! I was seek from many blogs, but here is the best, I love it.

]]> By: Augmented Reality « Committed Expertise… http://www.web-strategist.com/blog/2009/11/16/video-augmented-reality-at-lego-store-digital-box/comment-page-1/#comment-1154404 Augmented Reality « Committed Expertise… Sat, 20 Feb 2010 14:54:24 +0000 http://www.web-strategist.com/blog/?p=5303#comment-1154404 [...] Jeremiah Owyang Web Strategy [...]

[...] Jeremiah Owyang Web Strategy [...]

]]> By: Augmented Reality Opportunities » Victus Spiritus http://www.web-strategist.com/blog/2009/11/16/video-augmented-reality-at-lego-store-digital-box/comment-page-1/#comment-1153835 Augmented Reality Opportunities » Victus Spiritus Mon, 15 Feb 2010 15:27:14 +0000 http://www.web-strategist.com/blog/?p=5303#comment-1153835 [...] Breakdown: Augmented Reality at Lego Store, “Digital Box” (web-strategist.com) [...]

[...] Breakdown: Augmented Reality at Lego Store, “Digital Box” (web-strategist.com) [...]

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]]> By: Planet Android » Blog Archive » Augmented Reality To Ramp On Mobile http://www.web-strategist.com/blog/2009/11/16/video-augmented-reality-at-lego-store-digital-box/comment-page-1/#comment-1146248 Planet Android » Blog Archive » Augmented Reality To Ramp On Mobile Wed, 02 Dec 2009 04:19:44 +0000 http://www.web-strategist.com/blog/?p=5303#comment-1146248 [...] making them yet the middleman for Internet advertising — again,” he wrote in a recent post. ”Furthermore, it gets really interesting when a brand can ‘hijack’ another company’s brand [...]

[...] making them yet the middleman for Internet advertising — again,” he wrote in a recent post. ”Furthermore, it gets really interesting when a brand can ‘hijack’ another company’s brand [...]

]]> By: The Future Of Mobile Augmented Reality : Mobile Marketing Watch - The Pulse Of The Mobile Marketing Community http://www.web-strategist.com/blog/2009/11/16/video-augmented-reality-at-lego-store-digital-box/comment-page-1/#comment-1146213 The Future Of Mobile Augmented Reality : Mobile Marketing Watch - The Pulse Of The Mobile Marketing Community Tue, 01 Dec 2009 14:04:54 +0000 http://www.web-strategist.com/blog/?p=5303#comment-1146213 [...] online information, making them yet the middleman for Internet advertising — again,” he wrote in a recent post.  ”Furthermore, it gets really interesting when a brand can ‘hijack’ another [...]

[...] online information, making them yet the middleman for Internet advertising — again,” he wrote in a recent post.  ”Furthermore, it gets really interesting when a brand can ‘hijack’ another [...]

]]> By: GFYM http://www.web-strategist.com/blog/2009/11/16/video-augmented-reality-at-lego-store-digital-box/comment-page-1/#comment-1146153 GFYM Mon, 30 Nov 2009 09:18:16 +0000 http://www.web-strategist.com/blog/?p=5303#comment-1146153 Playing with the boxes could be more fun than playing with the toys. Playing with the boxes could be more fun than playing with the toys.

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]]> By: jeremiah_owyang http://www.web-strategist.com/blog/2009/11/16/video-augmented-reality-at-lego-store-digital-box/comment-page-1/#comment-1144050 jeremiah_owyang Fri, 20 Nov 2009 16:13:23 +0000 http://www.web-strategist.com/blog/?p=5303#comment-1144050 Filipe It's possible, using augmented reality, to allow an end user to look through a device, and see something that's not there. It's possible for a brand to disguise a competitors product, or even replace it with their own. Filipe

It’s possible, using augmented reality, to allow an end user to look through a device, and see something that’s not there. It’s possible for a brand to disguise a competitors product, or even replace it with their own.

]]> By: Filipe Amoroso http://www.web-strategist.com/blog/2009/11/16/video-augmented-reality-at-lego-store-digital-box/comment-page-1/#comment-1143911 Filipe Amoroso Fri, 20 Nov 2009 12:27:21 +0000 http://www.web-strategist.com/blog/?p=5303#comment-1143911 Really interesting, excellent article. Question: what do you mean with "a brand can ‘hijack’ another company’s brand by creating augmented reality experiences on the boxes of their competitors."? Also, agree with most of the comments here about other possibilities in AR. You narrow it down to 3 opportunities, but I think something along the lines of "consumer engagement" is missing somehow. Something where e.g. the Esquire AR issue would fit.

Really interesting, excellent article.

Question: what do you mean with “a brand can ‘hijack’ another company’s brand by creating augmented reality experiences on the boxes of their competitors.”?

Also, agree with most of the comments here about other possibilities in AR. You narrow it down to 3 opportunities, but I think something along the lines of “consumer engagement” is missing somehow. Something where e.g. the Esquire AR issue would fit.

]]> By: Tom Kasperski http://www.web-strategist.com/blog/2009/11/16/video-augmented-reality-at-lego-store-digital-box/comment-page-1/#comment-1143639 Tom Kasperski Thu, 19 Nov 2009 19:49:48 +0000 http://www.web-strategist.com/blog/?p=5303#comment-1143639 Believe me, I've witnessed dozens of bright shiny objects during my 15 years in digital marketing. Those who are impulsively assigning the BSO label to Augmented Reality need to look beyond the obvious gimmickry. The possibilities of mobile AR seem endless - from reviews to contextual instruction. I wouldn't be surprised to see mobile AR assembly directions for all those DIY Christmas gifts in the very near future. Believe me, I’ve witnessed dozens of bright shiny objects during my 15 years in digital marketing. Those who are impulsively assigning the BSO label to Augmented Reality need to look beyond the obvious gimmickry.

The possibilities of mobile AR seem endless – from reviews to contextual instruction. I wouldn’t be surprised to see mobile AR assembly directions for all those DIY Christmas gifts in the very near future.

]]> By: Goff Jenter http://www.web-strategist.com/blog/2009/11/16/video-augmented-reality-at-lego-store-digital-box/comment-page-1/#comment-1143419 Goff Jenter Thu, 19 Nov 2009 14:09:14 +0000 http://www.web-strategist.com/blog/?p=5303#comment-1143419 Nice execution of augmented reality! You see this allot lately. Also company's try there best to experiment with augmented reality. Came across this link on twitter http:// www.wehkamp.nl/meerkorting its a dutch online shop that did a pretty good job on augmented reality! Nice execution of augmented reality! You see this allot lately. Also company’s try there best to experiment with augmented reality. Came across this link on twitter http:// http://www.wehkamp.nl/meerkorting its a dutch online shop that did a pretty good job on augmented reality!

]]> By: Damian Kimmelman http://www.web-strategist.com/blog/2009/11/16/video-augmented-reality-at-lego-store-digital-box/comment-page-1/#comment-1142596 Damian Kimmelman Tue, 17 Nov 2009 22:08:10 +0000 http://www.web-strategist.com/blog/?p=5303#comment-1142596 I couldnt agree more with Jeremiah, its cool but not substantive, AR has the potential to be massive but its uses and limitations need to be understood or else everything will be as gimmicky as this. I just finished a blog post about augmented reality and certain implementations being gimmicky- it would be good to get your thoughts http://www.wearevi.com/augmented-reality-escaping-the-gimmicksphere.html

I couldnt agree more with Jeremiah, its cool but not substantive, AR has the potential to be massive but its uses and limitations need to be understood or else everything will be as gimmicky as this. I just finished a blog post about augmented reality and certain implementations being gimmicky- it would be good to get your thoughts http://www.wearevi.com/augmented-reality-escaping-the-gimmicksphere.html

]]> By: Christopher Coulter http://www.web-strategist.com/blog/2009/11/16/video-augmented-reality-at-lego-store-digital-box/comment-page-1/#comment-1142555 Christopher Coulter Tue, 17 Nov 2009 19:32:53 +0000 http://www.web-strategist.com/blog/?p=5303#comment-1142555 Geeh-whiz cool, but it doesn't translate into anything meaningful, so even less than a gimmick or fad, short attention span theater, half of a one-hit wonder, a burst bubble before even caught on. These concepts never work as they require active participation, and if 40 years of Madison Ave. hasn't been enough history, advertising is overwhelmingly passive. And after awhile, will translate into serious backlash resistance and a curse predictor, like Ralphie in a 'Christmas Story', going to all that effort, for a "crummy commercial". The 'throw things on wall' ad agencies will proudly tout such the new shiny toy however, hooking you for a few hits. When you don't have anything to say, use AR, good gimmick for one or two plays, and that's about it. Geeh-whiz cool, but it doesn’t translate into anything meaningful, so even less than a gimmick or fad, short attention span theater, half of a one-hit wonder, a burst bubble before even caught on.

These concepts never work as they require active participation, and if 40 years of Madison Ave. hasn’t been enough history, advertising is overwhelmingly passive. And after awhile, will translate into serious backlash resistance and a curse predictor, like Ralphie in a ‘Christmas Story’, going to all that effort, for a “crummy commercial”.

The ‘throw things on wall’ ad agencies will proudly tout such the new shiny toy however, hooking you for a few hits. When you don’t have anything to say, use AR, good gimmick for one or two plays, and that’s about it.

]]> By: jeremiah_owyang http://www.web-strategist.com/blog/2009/11/16/video-augmented-reality-at-lego-store-digital-box/comment-page-1/#comment-1142488 jeremiah_owyang Tue, 17 Nov 2009 16:19:19 +0000 http://www.web-strategist.com/blog/?p=5303#comment-1142488 Ryan, Damian It really does come across gimicky if anyone says "wow" when they see it --but there's no recurring business or customer value. Marco Great collection here, I would love to do analysis on each (ol matrix style) to indicate which ones are gimmicky and which ones are not http://marcobandini.blogspot.com/2009/09/augmented-reality-some-evidences.html Ryan, Damian

It really does come across gimicky if anyone says “wow” when they see it –but there’s no recurring business or customer value.

Marco
Great collection here, I would love to do analysis on each (ol matrix style) to indicate which ones are gimmicky and which ones are not

http://marcobandini.blogspot.com/2009/09/augmented-reality-some-evidences.html

]]> By: Damian Kimmelman http://www.web-strategist.com/blog/2009/11/16/video-augmented-reality-at-lego-store-digital-box/comment-page-1/#comment-1142454 Damian Kimmelman Tue, 17 Nov 2009 14:16:21 +0000 http://www.web-strategist.com/blog/?p=5303#comment-1142454 An interesting application of the technology. But there's the danger it stays more gimmick than usable with the masses: http://www.wearevi.com/augmented-reality-escaping-the-gimmicksphere.html An interesting application of the technology. But there’s the danger it stays more gimmick than usable with the masses:

http://www.wearevi.com/augmented-reality-escaping-the-gimmicksphere.html

]]> By: Marco http://www.web-strategist.com/blog/2009/11/16/video-augmented-reality-at-lego-store-digital-box/comment-page-1/#comment-1142398 Marco Tue, 17 Nov 2009 11:48:00 +0000 http://www.web-strategist.com/blog/?p=5303#comment-1142398 I've found very few examples that show how AR goes beyond the "shiny object" effect. Some weeks ago I started a brief collection of AR applications that you can browse here http://marcobandini.blogspot.com/2009/09/augmented-reality-some-evidences.html Lego impressed me but I think MyIkea project is even better because it it's useful, it really enriches and extends the brand experience, in a playful Ikea-style way. Do anyone know something more about this project? I’ve found very few examples that show how AR goes beyond the “shiny object” effect.
Some weeks ago I started a brief collection of AR applications that you can browse here http://marcobandini.blogspot.com/2009/09/augmented-reality-some-evidences.html
Lego impressed me but I think MyIkea project is even better because it it’s useful, it really enriches and extends the brand experience, in a playful Ikea-style way.
Do anyone know something more about this project?

]]> By: The Third Bit » Blog Archive » Why Am I Not Surprised… http://www.web-strategist.com/blog/2009/11/16/video-augmented-reality-at-lego-store-digital-box/comment-page-1/#comment-1141997 The Third Bit » Blog Archive » Why Am I Not Surprised… Mon, 16 Nov 2009 19:10:35 +0000 http://www.web-strategist.com/blog/?p=5303#comment-1141997 [...] …that Lego would be a leader in augmented reality? [...]

[...] …that Lego would be a leader in augmented reality? [...]

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