Seeing Content in a Whole New Way – AR Technology Boosts User Experience at Dubai Lynx
Getty Images recently showcased content in a whole new way at The Dubai Lynx International Festival of Creativity, the largest festival of its kind in the Middle East and Northern Africa. It is the annual must-attend event for the advertising and communications industry to learn, be inspired, network and celebrate.
This year, Getty Images participated as a sponsor of the Young Lynx Integrated Competition, but we also took the experience to the next level to create the Getty Images Augmented Reality Wall.
What is augmented reality?
Augmented Reality (AR) technology facilitates the combination of printed mediums and ‘virtual content’ such as video, 3D models, interactive and dynamic web content.
Now, let’s get to the fun part!
Ogle It! - the leading Augmented Reality application in the Middle East – partnered with the Festival and sponsors to boost levels of engagement and truly maximize showcase potential.
At the festival, an entire wall dedicated to Getty Images content featured still images and video, using AR-enabled technology in the form of the OGLE app. Visitors to the wall were encouraged to download the app and then point their mobile device at an image on the wall, which would then trigger a video to play on their device.
The videos shown through the app were selected as a creative extension of the stills, even though they were not, in reality, related. At the end of the video, users were automatically directed to pre-selected website links on the Getty Images site with more relevant video content to explore.
Visitors to the wall could see the promise in bringing what is traditionally a static medium, such as posters, print ads or wall displays, to a multimedia experience.
The medium has tremendous potential in both the creative marketing space, cultural and educational environments including museum displays or science fairs, as well as media.
With continued interest, awareness and distribution of this technology, advertisers are finally able to add more immersive, inclusive and engaging content to traditional print material, crucially bridging the gap between offline and online media. By incorporating the latest developments from a technological perspective and placing it in the hands of creative talent, brands are suddenly able to add a new dimension to their campaigns.
Where QR codes have had limited success, AR campaigns are already seeing huge levels of success and engagement. Users are no longer simply driven to associated websites. By adding another layer of entertainment and information, the user experience is far more engaging.
Now it’s your turn to play
Once you have downloaded it, open the app and focus it over one or all of the images below.
Tap the screen to focus and wait for the video to load.
Editor’s Note: Jill Saydam is a Marketing Manager for Getty Images Middle East based in Dubai.