History, Industry, Case Study Focus

1. AUGMENTED REALITY
Maddy Payne
Professor Gauri Misra-Deshpande
ADVE 709 Studio I Creative Strategies
(685 words total)

2. brief history
Augmented reality actually began back in
1990. The term was invented by Boeing
researcher, Tom Caudell, and in 1992 Louis
Rosenberg created the first fully immersive
AR system at the U.S. Air Force Research
Laboratory. AR began as a technology used
for navigation (for NASA’s X-38 spacecraft),
but then took the world shortly after. The
first AR game was launched in 2000.
Source: https://www.blippar.com/blog/2018/06/08/history-augmented reality#:~:text=1990%3A%20The%20term%20augmented%20reality,launched%20%2D%20the%20first%20AR%20game.

3. what is augmented reality?
Augmented reality can be described as a visually-enhanced version of reality
created by technology. It alters the way we see things through devices (ex.
smartphones and tablets) by overlaying digital information. AR often will use the
cameras on our smartphones.

4. the different types…
It is important to know the difference between
augmented reality and virtual reality. Virtual
reality requires using headsets and will place the
user in a virtual world (ex. Oculus Go and HTC
Vine). This means changing the entire
experience and shutting out the physical world
around us. There are also two other names
worth knowing in this niche: Mixed Reality and
Extended Reality. Mixed Reality combines both
augmented and virtual reality. It promotes the
interaction between real-world options and
digital objects. An example of this would be
Microsoft’s HoloLens. And Extended Reality is
the umbrella term used to describe all three
technologies. It includes VR, AR, and MR.
Source: https://www.fi.edu/difference-between-ar-vr-and-mr#:~:text=Augmented%20reality%20(AR)
%20adds%20digital,the%20camera%20on%20a%20smartphone.&text=Virtual%20reality%20(VR)%20implies%20a,shuts%20out%20the%20physical%20world.

5. notable ar experiences
One of the most notable AR apps in history (and an easy way to understand it) was
Pokémon GO, an AR mobile game that works from the user’s phone to find and catch
Pokémon all around the world. However, although Pokémon GO is an interactive game, it
also serves as a long lasting advertisement for Pokémon. AR goes beyond just games and
entertainment and in recent years has been used in industries such as education,
healthcre and construction.

6. ar and advertising
Since augmented reality has been growing steadily in the past years, of course, it has also
become more and more a part of engaging and experimental advertising campaigns.
Consumers today are more open to and eager to test augmented reality, and many
agencies and brands use this tool as a way to provide consumers with rich content and
deeper emotional connections. AR
has altered the way digital
advertising is delivered and it adds
much more depth to campaigns.
According to eMarketer, ad spending
on augmented reality will increase
from $166.7 million in 2017 to over
$2.6 billion by 2022. And, according
to Statista it will reach $198 billion by
2025.
Source: https://rubygarage.org/blog/augmented-reality-in-advertising

7. AR ads are becoming more and more popular because, not only is the technology
becoming more accessible, AR ads provide users with an “unprecedented way to
connect” (Sanderson).
They’re also very cool by themselves and allow users to experience things on their own
terms and through their own experience. Ads that feel like they intrusively push their way
down your throats are never appealing or popular with consumers. AR advertising is also
a great way to provide an immersive experience on a low budget while simultaneously
boosting sales. And finally, AR makes great use of geo-tagging and improving location-
based ads.
Source: https://bn.co/augmented-reality-advertising/

8. netflix and snapchat x
stranger things
The augmented reality campaign I
want to focus on for this assignment
is Netflix and Snapchats AR and
Experimental Campaign for season
two of Stranger Things. I still
remember this when I found the filter
on Snapchat and was excitedly
watching for season two to be
released. What the user experienced
was getting to walk through one of
the houses on the show while
Demogorgons arms popped out
from the walls. The neat part was you
had to physically walk to the door

9. that opened and into the room.
Once stepping into the room, the
theme song of Stranger Things
would start playing and the AR
experience would commence.
Netflix also put several AR filters
on Snapchat to promote season
two. The filters took users to The
Upside Down and brought some
of the creatures from the show to
life using highly developed AR.