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Seeing Content in a Whole New Way – AR Technology Boosts User Experience at Dubai Lynx

April 17, 2013 | By Jill Saydam | Creative, Technology, Trends

Editor’s Note: To get the full experience of this post, please take a moment to download the free Ogle App, available on Google Play or iTunes.

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.

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Alaa Hammad, Account Executive with Getty Images Middle East, shows a delegate the augmented reality experience. Photo by Neville Hopwood/Getty Images for Dubai Lynx

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.

What’s next?

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

You can try out Augmented Reality right here on your screen by downloading the free OGLE App. You can find it on iTunes or Google Play and it works on iPhone, iPad & Android devices.

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.


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Bodybuilder posing. Photo by Matthew Leete/Stone/Getty Images


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A young boy running in an open field flying his homemade jet fighter airplane. Photo by Mark Mann/Stone/Getty Images


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Dog jumping. Photo by Catherine Ledner/Iconica/Getty Images


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Businessman wrapped in sticky notes, Mexico City, Mexico. Photo by WIN-Initiative/Getty Images



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Girl standing with balloon animals around her head. Photo by Sarah Small/Photonica/Getty Images


Editor’s Note: Jill Saydam is a Marketing Manager for Getty Images Middle East based in Dubai.


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