BEFORE WE BEGIN

This is the second in a series of white papers we plan to publish this

year capturing and exploring interesting happenings in the digital and
social worlds. Click the title for our first paper, 20 Interesting Things:
Foursquare.

Augmented Reality (AR) is one of the trends we covered last fall in our
10 Trends To Watch In 2010 piece. We find it interesting as an emerging
technology, as not only does it offer strong entertainment value, but
also practical value to make everyday tasks easier and more efficient for
users.

AR has applications from both desktop and mobile devices, both using
the attached devices’ camera. It is a technology still in its infancy, but
already is starting to see interesting and engaging applications arise.
 #1 HOTELS.COM
A new augmented reality site from Hotels.com aims to drive bookings
by offering 3-D virtual views of 10 U.S. cities. Visitors to the site are
greeted by a 3-D model of “Smart,” a claymation spokes-character.

To experience the augmented reality

experience, visitors use a sheet of paper
with a glyph marker on it. They can hold
the glyph up to their Webcams to
display scenes from the cities and take
part in local activities, from riding a
mechanical bull in Denver to seeing
fireworks explode in San Francisco.
Watch a video here and learn more here.

Source: clickz.com
#2 MAGIC TEE
The world’s first AR kids’ clothing. The Magic Tee is an augmented
reality T-shirt that comes to life on screen, giving kids the ability to
catch raindrops, bring the sun out and make a rainbow by simply
moving their arms. View a short video demonstration here. A savvy
marketing idea that taps into an emerging technology by making
clothing fun for both kids and parents. Kids will be entertained and
parents can have a bragging point within their circle of friends.

Source: Trendcentral.com
#3 LAS VEGAS
Vegas Reality, the city’s first dedicated AR application, merges real
Vegas with virtual Vegas for a multidimensional experience of its hotels,
restaurants and attractions. While strolling The Strip, point your iPhone
at resorts and casinos and watch as information automatically appears
as floating text on your screen, using your phone’s camera and GPS
services:

• Virtually jump inside your favorite resort to learn about its shows,
nightclubs, restaurants and more
• Easily buy tickets and book reservations with one touch
• Access property’s real-time Twitter feed for deals and events
• Select “fun facts” for info and videos sharing famous (and infamous)
moments in Vegas history
• Explore CityCenter’s public Fine Art Collection, including artist bios and
facts about each piece

Learn more here.

Source: PRNewswire.com
#4 USPS
Use your Webcam and our Virtual Box Simulator to project box
holograms onto the image from your camera. Then, compare the size
of the real stuff you want to ship to the size of the virtual box on your
screen. See a video of how the application works here and launch the
application here.

Source: prioritymail.com
#5 MUSEUM OF LONDON
StreetMuseum overlays 400
years of historic images on
today’s city streets.
StreetMuseum makes creative
use of Google Maps and geo-
tagging to show users how
London used to look. You can
use it to check out pictures and
info about nearby historic
locations, which has the feel of
a straightforward walking tour.
Learn more here.

Source: Gizmodo.com
#6 SEAN KINGSTON
The website for recording artist Sean Kingston
now has a section called “Virtual Sean.” Users
print off the AR code, hold it up to their Webcam
and then have Sean appear. There are different
dance moves that you can make Virtual Sean
perform and if you have a microphone you can
join him in a karaoke version of “Fire Burning.”
There is then the opportunity to record your AR
Sean Kingston video, upload it to the Virtual Sean
gallery and share it with your friends on
Facebook, MySpace or Twitter. Learn more here.

Source: nickburcher.com
#7 WALMART
Walmart is quietly running a 10-store trial of a cosmetics system called
the Walmart virtual mirror that uses a barcode reader and a digital
camera for the virtual application of makeup. What’s interesting are the
ROI benefits beyond mere increased sales, such as reduced shrink (no
need to throw out lipstick after a test), better availability of product and
some natural social-shopping benefits via e-mail.

The customer looks into the camera and takes a picture of herself and
then scans the barcodes to virtually apply various makeup products to
her face. After the customer’s selections are made and applied, the
image is saved and e-mailed to her. Learn more here.

Source: storefrontbacktalk.com
#8 TATTOO
A company called ThinkAnApp has
made the first augmented reality
tattoo. The tattoo’s design is
simply a square barcode marker on
the skin, but when seen through a
Webcam an animated flying dragon
appears to be hovering over the
box. ThinkAnApp developed the
software that recognizes a barcode
on a curved surface (like your
body), making the flying dragon
overlay possible. See a video here
and learn more here.

Source: Mashable.com
#9 ADIDAS
Adidas is looking to revolutionize the gaming industry with a new line of
footwear, the Adidas Augmented Reality Pack line of footwear. These
aren’t just any ordinary sneakers, these are the keys to the virtual world.

Users pull the tongue of the

sneaker, which has a code on embedded
in it. They point the code to their
Webcam, and a virtual world appears on
the computer screen. With the help of the
shoe users zoom in and out, navigate
and control the depth of view of the
virtual world, which gives it a 3-D view.
As the shoes’ movements are decoded
into the virtual world, it allows the shoes
to act as the gaming controller for
playing games. Learn more here.

Source: thegadgetguycolumn.com
#10 STELLA ARTOIS
Stella Artois has introduced an AR
app for iPhone 3GS users that
allows Stella fans craving a freshly
tapped pour to get their drink on.
The Stella Artois Le Bar Guide
layers the closest Stella-carrying
bars onto an iPhone camera view.
When users click on a location, the
bar’s information shows up, along
with a map of the area. In addition,
users can rate each location, leave
comments or reviews for others to
see, and, for those nights when
getting behind the wheel is
unthinkable, even call cabs using
the app. See a video here.

Source: Trendcentral.com
#11 RAY-BAN
Ray-Ban launched a new feature
on their website called “Virtual
mirror” that allows users to “try on”
and play with Ray-Ban’s latest
styles when visiting www.ray-
ban.com. Using any Webcam,
customers can transform their
screen into a magic mirror to see
themselves in the latest styles.

Source: fashion.elle.com
#12 3-D EDITABLE AUGMENTED REALITY APP
This app allows users to add, edit and
animate 3-D objects within their
mobile device’s view of reality. Then
the photos can be shared via social
networks.

The video examples are fun (putting a

dinosaur near the Golden Gate
Bridge, putting a pumpkin in the
hands of a coffee shop visitor) The
app also has “traditional” AR features
including providing information about
locations and finding restaurants.
Learn more here and here.

Source: apb.directionsmag.com
#13 LAYAR
Introduced in June 2009, the Layar mobile app bills itself as “the
world’s first augmented reality app.” It’s a platform that makes sets of
data viewable on top of the viewfinder of your mobile phone as you
pan around a city and point at buildings. Real estate, banking and
restaurant search companies already have created layers of information
available on the platform. Watch a video here and learn more here.

Source: readwriteweb.com
#14 COOKIES
Designer Mike Clare has taken the AR
phenomenon to a new level with these
DIY cookies that can be digitally
viewed. The cookies are made with
standard dough in two colors making it
possible to create a small grid for
coding. The final cookies come out of
the oven ready to eat. However once
viewed through a digital camera they
have a completely new life as AR
markers. In this case, Clare added a
simple colorful asterisk on top, kind of
like digital icing. Learn more here.

Source: designboom.com
#15 SOCIAL SHOPPER
The Webcam Social Shopper offers users a way to try on clothes online
from the comfort of their own bedroom. It uses a Webcam, detecting
where the user is standing in a room and adjusting the position of the
overlain clothing appropriately. Even better: Instead of having to return
to their keyboard and mouse to try on a new outfit, users simply move
their arms above their head to navigate through the various clothing
options. Watch a video here and learn more here.

Source: techcrunch.com
#16 THE HOME DEPOT
Just in time for the 2009 holiday
season, The Home Depot introduced
an augmented reality gift card. Here’s
how it works: Buy an interactive 3-D
gift card. Turn your Webcam on. Visit
The Home Depot’s AR microsite.
Launch the application by choosing
the dollar amount listed on your gift
card. Present the black and white
tracker to your camera and start
shaking the card to discover what
kinds of wonderful items you can
afford. See a video here and learn
more here.

Source: awidernet.com
#17 POP-UP BOOKS
Pop-up books were always our favorite
bedtime reading as kids, but this
augmented reality program makes
those flimsy cardboard cutouts look
antique by enabling users to create
original interactive pop-ups. All that’s
needed to create a 3-D storybook is a
Webcam and an Internet connection.
The 3-D books can then be viewed
online or in the palm of your hand by
printing out the ZooBurst AR marker
from the site. See a video here and
learn more here.

Source: Trendcentral.com
#18 IKEA
To launch its PS furniture collection, IKEA used
an augmented-reality application (featuring
eight pieces of furniture) that lets users see
how furniture pieces would look in their homes.

Consumers launch the application and with

their device’s camera they can virtually see a
piece of the furniture in their home. The
furniture is superimposed on top of the room
viewed through the camera. Furniture pieces
are scaled to size so that the proportions of the
piece are not distorted. The application lets
consumers use keys on the handset to move
the piece of furniture in different directions.
Learn more here and here.

Source: MobileMarketer.com
#19 Tripwolf
Tripwolf’s version of augmented reality throws in around half a million
points of interest from its existing content platform onto the app. When
a user opens up the Tripwolf app they will see markers indicating
attractions, sights, restaurants and hotels live on-screen using the
Apple’s on-board camera. Watch a video here and learn more here.

Source: toonz.com
#20 LONDON UNDERGROUND
Nearest Tube was one of the first
augmented reality apps to go live in
the iPhone AppStore. Forget boring
2-D tube maps. This amazing
application tells Londoners where
their nearest tube station is via their
iPhones’ video function.

When you load the app, holding it flat, all 13 lines of the London
underground are displayed in colored arrows. By tilting the phone
upward, you will see information on the nearest stations: what direction
they are in relation to your location, how many kilometers and miles
away they are and what tube lines they are on. If you continue to tilt the
phone upward, you will see stations farther away, as stacked icons.
Watch a video here.

Source: acrossair.com
WRAP-UP
Augmented reality really picks up where virtual reality left off, but
without the bulky glasses, headphones or other haptic feedback
devices.

AR feels like it will fall into the categories of entertainment and

information, the latter being used as a mash-up of existing information
resources to produce things like three-dimensional maps, store
locators, travel guides, etc. On the entertainment side, opportunity in
the gaming, music and video space feels unlimited.

Marketing opportunities in the AR space are wide open. Some brands

have started dipping their toes into the water to explore the
possibilities. Other brands will learn from these initial experiences and
the savvy ones will create engaging content that consumers covet.
CONTACT AND MORE INFORMATION
If you are interested in learning more about Luckie & Company and how
we think, please visit our website, www.luckie.com, and check out our
10 Trends to Watch in 2010.

We publish five monthly newsletters. Four “Trend Tracker” newsletters

that take a quick look at what’s new and interesting in the Banking,
Snacking, Telecom and Tourism industries and one “Generational News
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