1. McDonald’s Germany Promotes Sustainability with Augmented Reality App
Fast-food giant McDonald’s has been pushing into the mobile space by setting its sights on augmented reality and NFC-based mobile payment. It has recently launched McMission, a new augmented reality application that is meant to promote awareness of environmental issues and sustainability.
The McMission application features four mini-games that focus on renewable energy and efficiency. McDonald’s has a a lot to before it can be considered environmentally friendly, but through such campaigns it informs its customers of different environmental issues awaiting and about the steps are made by McDonalds to limit restaurant’s emissions and lower its impact on the environment.
“With McMission we want to bring our guests closer though playful central aspects of sustainability,” says Philipp Wachholz, director of corporate affairs at McDonald’s Germany.
“We have chosen Augmented Reality as a technology because it brings together the real restaurant experience with fascinating virtual animation.”
The app is now available on Google Play and the iTunes App Store for download.
2. KDDI launches ‘Play screen’ campaign in Japan
Japanese telecommunication company KDDI has launched a campaign to promote the effect of its 4G LTE technology on smartphones. The campaign includes TV, cinema, print, OOH, adds and an app called ODOROKI – a game that can be played on all of the different screen elements of the campaign.
Users choose between two characters, a boy Yanagi and a girl Rina, and help them get to their love despite multiple obstacles. Overall the game allows 432 different story scenarios, at the end of which main characters meet.
“Anything can become a screen; this is a vision and a mission for all who works in the multi-media industry,” said Kentaro Shihaku, creative director/CEO of Glider, the agency behind the campaign.
“What if the city itself becomes a device and functions as a screen? I wanted to illustrate this vision for this campaign under the name Play Screen. Play, here, has a triple meaning of have fun, performance and playing content through different devices,” he said.
3. Augmented Reality Experience at Mall of Emirates
Dubai firm PIxelbug has recently launched an augmented reality campaign at Mall of the Emirates.
Players can see virtual objects visible only to them as they move around their real surroundings with a newly developed waterproof smartphone as a controller. At the end they had to drop the phone into water, which sent their scores to a leaderboard. The player with the highest score each day won a tablet computer.
Dany El Eid, founder and managing partner at pixelbug, said about 300 people played every day for the past week, which is enough to consider campaign sucessful in terms of customer engagement. Unfortunately for those who became hooked on the game, there are no plans to release it. “This isn’t an android app that will be available for the public,” Mr El Eid said.
4. Google Glass Assists Surgery
The procedure was livestreamed to a group of medical students and Dr. Robert Magnussen, an assistant professor of clinical orthopedics at Ohio State, who watched from his office on computers. In this particular operation, Glass’s purpose was to allow Kaeding to join a Google Hangout, Google’s video conferencing service. A camera is attached to the front of the device that offers a point-of-view image and the ability to take both photos and videos while the device is worn.
“To be honest, once we got into the surgery, I often forgot the device was there,” Dr. Kaeding said in a news release. “It just seemed very intuitive and fit seamlessly.”
5. ‘Business Catalog’ from Augment – Salespeople’s Assistant
Business Catalog from Augment lets businesses synchronize their catalog of 3D models ad then distribute across their team members and customers in the form of offline visualization for $30 per month.
“We work with companies who already use 3D models,” co-founder and CMO Mickaël Jordan said. “We support 3ds Max, Maya or even SketchUp files,” he continued.
According to the press release augment now has a community of over 17,000 registered 3D designers working in industrial design, packaging, character design and merchandising. These designers upload their 3D models for free on the Augment website. By using the Augment app they can visualise their projects in the actual size being integrated in a real environment.
With this business catalog, everybody on the sales team has the same 3D portfolio on their tablets and phones. The content is downloaded to the devices, which means there shouldn’t be worries about connectivity.
6. Google Continue Collecting Patents
Search giant Google has bought patents from Taiwan-based technology manufacturer Foxconn, as it continues to move forward with Google Glass. Assembly giant Foxconn confirmed that it had sold patents on Head Mounted Technology to Google that generate “a virtual image and is superimposed on a real-world view”. Financial terms of the deal were not disclosed.
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