BMW initiated an online augmented reality campaign to promote the launch of the BMW Z4. Inition worked with Dare to create a unique interactive online brand experience supporting the TV campaign in which a roadster is steered across a blank canvas with the tires providing paint trails and colourful ‘expressions of joy’.
Powered by Inition’s augmented reality technology MagicSymbol, users create their own ‘expression of joy’ online. Users can test drive a virtual 3D Z4 and record their paint trails via the webcam and upload images and videos of their creations to YouTube and Facebook.
Inition's / Dare's BMW AR campaign was rated number 1 in a run-down of the best AR campaigns in Brand Republic. See the run-down for yourself here (we also got the number 6 slot for our Toyota IQ campaign).
Read Revolution magazine's feature "Behind the scenes: BMW's augmented reality campaign" here.
Test drive your own Z4 here.
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AR for Oral-B Pro Expert Launch
Inition were approached by GPJ to create an engaging Augmented Reality piece of animation that supports the launch of the new Oral-B tooth paste
The AR was shown at an industry launch of the new Oral-B Pro-Expert toothpaste, showcasing the revolutionary technology involved in creating the new product.
The AR piece was used to reinforce the key messages about the product from the presentations and videos shown at the launch, as well as allowing the user to get a quick and easy understanding of the key ingredients of the paste and what areas it tackles
Interactive Touchscreen Poster
To back up the launch campaign and the Augmented Reality piece, Inition developed and created an interactive touchscreen poster, allowing the user to navigate through the benefits of the new product and watch videos highlighting the 8 benefits that the new paste provides.
MagicSymbol AR: Launch of the Audi A1
After highly successful MagicSymbol augmented reality campaigns for BMW, Toyota and Kia, Inition were approached to deliver a new augmented reality campaign to launch the Audi A1 in showrooms across the UK.
Visitors were able to interact with a photorealistic model of Audi’s new hatchback before its official launch. By holding up a special Audi branded ‘MagicSymbol’ printed in brochures in front of kiosks, software would recognise the symbol and augment a fully detailed 360 degree model of the A1 as if it were parked on the brochure held by the viewer.
Inition’s skilled animators created the detailed image and animations of the car in 3D Studio Max using references from Audi’s original CAD data which were optimised for real time rendering.
Using proprietary algorithms, Inition created a fully realistic experience with no lag between the movement of the MagicSymbol and animation of the car.
Extending the experience to the home
Inition also extended the experience to the home. Users with a webcam could download an Audi logo that had been specially encoded for use with the MagicSymbol augmented reality technology. By printing it off and holding it towards their webcam, users would see the Audi A1 appear on their monitor and be able to interact with the car's features as if they were in the showroom.
By rotating the MagicSymbol, the car would rotate too and users could explore the car further by clicking on any of the on-screen icons such as “add panoramic roof” and “open the boot”.
Audi were so pleased with the results that they commissioned Inition to create a similar campaign for the Audi A7 Sportback where Inition added even further interactive features such as the ability for the user to change the paint colour and take the car for a ‘virtual test drive' using the arrow keys on their keyboard.
Portugal Telecom Augmented Reality Rebrand
Brief:
Arcstream approached Inition with a brief to unveil Portugal Telecom’s new company branding using Augmented Reality during a live stage show.
Solution:
Inition developed an Augmented Reality reveal of Portugal Telecom's new logo. This was integrated into a live presentation from the CEO Zenial Bava whereby he held the new logo in his hands on a huge 26.9m wide projection screen behind him on stage.
The very large projection display used 6 projectors and high quality broadcast cameras were utilised to enable the Augmented Reality presentation to appear at broadcase quality. An audience of 5000 people wactched the reveal including Henrique Granadeiro, Chairman of Portugal Telecom, along with the board of directors who then joined Mr. Bava on stage to experience holding their new logo in augmented reality.
Tissot T-Touch Augmented Reality Application
Holition, Inition's sister company specialising in AR for luxury retail, has produced 8 major AR projects for Tissot. Holition works with the UK and Global teams to devise strategy, projects and digital solutions for the Tissot brand.
Holition's work with Tissot is a true partnership; their collaborative projects have been deployed globally including Selfridges, Harrods, Champs Elysees Paris, Corte Ingles Madrid, and most recently in Toronto.
Effects the application for Selfridges:
- 85% increase in sales at Selfridges
- 600% increase in PR
- 50K+ hits to You-tube in one week
- Drove global digital strategy
Watch the videos above to see the campaigns in action or try for yourself at: http://www.tissot.ch/reality/
Inition and Holition work closely together to develop core AR technologies that are deployed across a wide range of applications.
Top Trumps 3D
Inition partnered with Winning Moves, owners of popular children's card game Top Trumps to launch its first ever 3D Augmented Reality. The launch event at Hamleys Toy Store, London included 5 AR enabled packs with 10 packs in total now using Inition’s MagicSymbol technology to extends game play to an interactive on-screen experience.
Players hold the cards in front of a web cam and Inition's MagicSymbol AR technology unlocks immersive 3D augmented content, posing new questions and displaying live stats as the player interacts with the computer. The first Top Trumps game to go 3D was 'Bugs' with a life-size tarantula jumping out of the player's hand. Inition developed all the 3D CGI work included character animation and interface design to enable user interaction and control. Inition developed a single app with user's ability to download new packs as they come online.
Other 3D packs include Horrible Histories, WWE (World Wrestling Entertainment), Transformers 2, Star Trek, Ben 10 Alien Force and Spongebob Squarepants. Check out the Top Trumps 3D site.