Esquire Magazine put out an "augmented reality issue" about a year ago with a similar barcode. When you scan in the code via webcam, (after acquiring the download from the website) there would be an 3D, interactive flash video that would play. Depending on how you interacted with the physical magazine, for example tilting it forward, the experience would vary.
Anyhow, this ad is interesting, but I'm sure if they had integrated something other than just a link to a twitter site.. Something more interactive would be excellent. I'm not quite sure how I feel about the speech bubble idea either. It's such a hackneyed approach but it may be valid after all only because of the bar code. Aside for nit picking the art direction, the concept is great seeing as it's for the JFK Library and Museum.
Some of these interactive elements (like what you're describing here, and another version similarly presented in the Jack Link's 'making movies with sasquatch' online campaign) seem to present this interesting technology, but maybe not in the best possible way. So we're able to interact with our web cams via a special barcode - isn't there something more we can do with this technology? It feels like we put things like that straight into advertisements by default. I guess that it's nice to see a seemingly tradition library/museum trying to branch out, but I agree, they should have integrated more into the campaign.
ReplyDeleteAwesome mix. Very innovative. The only part I'm slightly confused on is that it requires the internet web cam or an Iphone? Just looking at this I thought it was for an Iphone app that once again I don't have so it would have ruled out a lot of consumers. Maybe I'm just missing the marker but I'm slightly confused. ~: (
ReplyDeleteGood post though :)