AR Art Takes Over British City

A novel idea. 

AR Art Takes Over British City

Wired, Elissaveta M. Brandon, April 24, 2023

The U.K. city of Sheffield has transformed its rooftops into an augmented reality (AR)-based art display. Launched in February, the "Look Up!" project is an "art trail" comprised of four buildings in the city's center, each coupled to a quick response (QR) code on the sidewalk below. Viewers can use a free smartphone application to scan the codes and follow animated arrows directing their gaze upward, to watch a stick figure made of multicolored balloons, a giant cat, and other whimsical animated characters onscreen. U.K. company Megaverse created the app and platform in partnership with U.S.-based AR developer Niantic, while local firms Universal Everything and Human Studio supplied the artworks. More than 1,500 people had downloaded the app and nearly 2,000 QR codes had been scanned in the week following the trail's launch.  ... 

QR Code Failures

Instructive examples of where the use of QR codes failed for specific brands.   " ... review of hundreds of 2D-based campaigns, for every one campaign that does deliver something (i.e., value, relevance, meaning, benefit, or a real interactive experience for the consumer) via the code, there are three campaigns that don't and fail in part or altogether. ... " 

Use of QR Code

Using QR codes as a time station:   The simple check-in idea has become more common.   Simple is often good to build upon.  Via Walter Riker.

Wal-Mart and P&G Team for Mobile Shopping

In a unique and novel approach a faux food truck in NYC and Chicago is decorated with QR codes.  Allows the walking shopper to buy an assortment of popular consumer package goods.  Similar to some of the virtual stores reported on here lately in transit passageways. " ... giving residents an opportunity to scan QR codes with their mobile phones to order P&G products from Wal-Mart Stores. Similar QR codes will be on display at bus shelters in Chicago. "People have yet to really adopt buying consumables online," said P&G spokesman Tim Marrin. "We think having free delivery, and getting this message out to urban shoppers who don't have access to Wal-Mart stores, is a great first start."... "
And more from AdAge.

Lexus RFID Enabled Print Ad

An NFC enabled print ad for Lexus in Wired Magazine.   Readable from NFC enabled phones or other devices.  Why this versus a QR code?  I have not tried the phone-enabled NFC lately, but likely it is easier to connect than a QR code read with a smartphone camera.  Is that enough of a reason? 

Beauty Packaging to Link Real and Virtual Worlds

This was an area we explored at length.   During a visit to China in 2003 I saw a remarkable number of examples in retail spaces.   Now QR codes and smartphones combined can produce 'virtual spaces' anywhere the shopper is, removing some of the privacy considerations we encountered.  Multiple sensory interactions, including immersive 3D and sound are also possible.  Packaging can become a portal into aspirational experiences ... 

"  Beauty packaging that increases interactivity between virtual, real worlds through embedded sound, video and QR codes is set to increase globally in coming year, according to new market forecast ...  ... There is growing use of tablets and screens at point-of-sale to personalize the in-store experience. Korean brands in Myeongdong were some of the first to adopt screens and video at point-of-sale while Clinique introduced iPads for client consultations in-store. In the US, RiteAid is trialing an in-store kiosk that performs anonymous video analytics to determine the age and gender of customers standing in front of it. The Reward Centre then dispenses vouchers and customized promotions. ... "

QR Codes for a Timeclock

Colleague Walter Riker sends along an interesting application for QR codes. Using them as a contactless time and attendance system.  Simple idea.   See the Timestation Site.

QR Codes vs Mobile Visual Search

Are QR codes days numbered?   The suggestion that MVS will take over from them soon is suggested.  People have just become trained in using QR codes, so I doubt it.  They still have to know there is something there, and the QR is a good target.

Evolution of QR Codes

Report on the use of QR codes and the rapid changes in their effective use. They evolve along with the increased us of smartphones.   I was at a local Panera today talking  startup strategy, and was amazed again at the number of people gathered to talk tech, demonstrate and look for the next big thing.   All connected in new ways.  I saw someone repeatedly scanning QR codes in a magazine.

Coke Embraces QR Codes

Yet another example of a company using QR codes in packaging and using them for a specific campaign.  As more consumers learn to use them, this will evolve further.  The scan statistics are interesting:   " ... Aside from the cups, the QR codes will appear on posters. The code leads to a landing page on Facebook that allows users to throw snowballs at friends. A recent Taco Bell campaign generated 460,000 scans in three months, of which 7% of the traffic came from people without smartphones, he said. ... " 

5% of Adults Use QR Codes

This seems quite low, though not far from my own observation, probably mostly those with other technology interests.  The code reading Apps are getting better and easier to use.   It needs to get in the 50% realm to be significant.  From the comments Esponce is a company that tracks and monitors QR code usage, which says usage is increasing rapidly.

Tesco Experiments with Augmented Reality

Constructing 3D catalogs using Augmented Reality.   We saw some early experimentation by Tesco in China.  Tesco has always been a technology innovative retailer.  This is the first time I have seen AR being used directly by a major retailer.  Will this take us far beyond QR codes?   " ... Tesco’s foray into AR comes as the technology recently made some serious inroads in the U.S. In one of the most high-profile AR pushes yet, Starbucks launched a holiday program this month that uses an iOS-based app to make its red holiday coffee cups project images of animated characters ... "

P&G Sets up Virtual Stores

P&G has set up a number of augmented reality, smartphone-enabled virtual stores in the Prague subways. In AdWeek.  Not unique, but a creative effort.  Going where people are to get their attention and sell them product.  An image shows the use of a  QR code for identification.

Package Scanning by Pepsi

Another good example of the use of QR codes on packaging:

" ... New Pepsi cans and bottles for The X Factor campaign are now appearing in stores. Three-hundred million cases of product will feature the new branding alongside an interactive call to action, one that favors mobile photo-sharing over QR code-scanning. “By using our packaging as digital media and as a conduit in to the show, we are bringing the physical and digital worlds together for Pepsi consumers and Shiv Singh, Pepsi’s global head of digital, says.... " 

Qreo Scanning the Cookie

Can you scan an array of cookies laid out in the form of a QR Code?   Yes, here is proof of it.  Shows the robustness of the code form.   I tried it with my phone and it scanned fine.  More in Engadget here. Other marketing ideas related to this?   You could have a group of people with black and white hats  arranged in a square. Viral effect works at least.  

An advertisement for Oreo cookies. 

Junaio Announces New Browser: Augmented World

An interesting press release from Junaio.   Note in particular the ability to use multiple capabilities, beyond the now becoming common QR codes.  As mentioned below, the weakness of this approach is that it works only if there is information on Junaio's  channels.  Critical mass is needed.  Note also the image recognition capability, previously mentioned.  Is this the ultimate replacement for having only QR codes?


"Scan the World" with the new junaio 3.0 Augmented Reality Browser
MUNICH / SAN FRANCISCO, August 29th, 2011 - One year ago, junaio introduced the capability to combine Augmented Reality and image recognition. Today, the just released junaio 3.0 takes this another step forward towards making the "Augmented World" around us come alive in every sense. The new "SCAN" function scans everything: pictures, QR codes and even product barcodes. Hit the "SCAN" button and point you camera at whatever it is you wish to get information on, provided it can be found in one of junaio's channels, databases or connected partner platforms. Scan a painting to get information about the artist; a product barcode to get relevant consumer information or even a 3D user manual; and scan a food item to try a new recipe for a good meal. "We are using the very objects around us as markers to get virtual information", says Peter Meier, metaio's CTO.  Please find a movie of the junaio 3.0 Scan Release here: http://youtu.be/eNjhM7T7DJ4 .....

Viability of QR Codes

Good thoughts in Mashable about the viability of QR Codes.  I think that ultimately they will be a transitional technology,  like all bar codes, but there is considerable life left in the idea.

Book Store Fees

In the future will we all be paying fees for bookstore admission?  Is the unsustainable future of all physical retail simply to have a place where we will browse and try things out? M J Perry's blog brings up the question. Yes inevitable.  Perhaps bookstores will use methods like added QR codes to provide richer information on site, and link that to stronger instant promotions.

Layar Vision Adding Object Recognition

In Fast Company. QR codes have received lots of positive press recently. But Augmented Reality (AR) has the potential of replacing QR codes by providing information either by using virtual locations, or by interpretation of any object in the physical world. A trial of this called 'Google Googles' is one notable example. Now Layar Vision is also playing in the space. Will AR take over from the QR hype? Will they coexist?

QR Code Mistakes

Good Mashable piece on the use of QR codes and problems with their use in current contexts. A useful quick read for anyone considering a QR code based promotion idea.