I saw the Avengers (movie) last week – loved it. In one of the (many) commercials before the previews began, was an ad promoting the Marvel Augmented Reality (AR) application that would let the viewer interact with Avenger toys, posters, cutouts, etc. I’ve seen AR in action and it is cool – really cool. It can be a fun and engaging way to get people to interact with brands, but, as with any marketing effort, enabling people to interact on a different layer means taking the good with the bad. An excellent article in New Scientist by Catherine de Lange addresses “The hidden digital world uncloaked.”
Associate Creative Director at bloomfield knoble
