This document discusses the potential uses of augmented reality (AR) and heads-up displays, specifically Google Glass. It begins by listing some of the best uses for Google Glass, including TV enhancement, biofeedback, face recognition, instruction, and navigation. It then provides an overview of AR, how it works by overlaying computer-generated graphics onto real-world views, and some popular current and potential uses like shopping, travel, advertising, games, training and more. It concludes by discussing considerations for using AR for marketing and examples of companies currently using AR.

1. “Heads Up Displays: The Future
of Advertising with Google
Glass”
Todd Marks
President & CEO
todd.marks@mindgrub.com
@mindgrub

2. CNET Best Uses for Google Glass
#5) TV Enhancement
#4) Bio Feedback
#3) Face Recognition
#2) Instruction
#1) Navigation
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3. The Dawn of the Social Consumer
•Tweet…. ReTweet
•Like
•Share
•Check-in
•Group Buy
•QR Code Scan
•RFID
•Augmented Reality
(Nov 3, 2010, Fast Company)
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4. Tourism Radio
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5. Augmented Reality

6. What is Augmented Reality?
Coined in 1992 by Tom Caudell
Augmented Reality works by
displaying layered graphics and
information over real word objects
• Based on VR Technology from the
1960s through 1990s and beyond
• Renald Azuma defined AR as 3
components: Combines real and
virtual, Interactive in real time,
Registered in 3D
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7. What is Augmented Reality?
Augmented Reality is a live, direct or
indirect, view of a physical, real-world
environment whose elements are
augmented by computer-generated
sensory input such as sound, video,
graphics or GPS data.
As a result, the technology functions by
enhancing one’s current perception of
reality. By contrast, virtual reality
replaces the real world with a simulated
one.
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8. Augmented Reality::Star Trek
Usenet  Wikis  ICQ
Friendster  LinkedIn  MySpace  Facebook  Twitter
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9. 2005 NFL :: Augmented Reality
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10. Popular Uses?
Augmented Reality has been
implemented in many applications
including
• Shopping
• Travel
• Advertising
• Games
• Simulations (Medical)
• Training
• Maintenance / Assembly
• Bridge of Print to Digital
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11. Dancing Donna
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12. Marketing with AR

13. Marketing with AR
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User Experience is key
Find the right distribution channels
Content should be highly relevant
No Gimmicks
Should Provide a Value-Add for Users

14. Lego Store
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15. 2010 Augmented Reality :: GEICO
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16. 2010 Case Study: GEICO Tailgate
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17. Case Study: GEICO Tailgate
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18. Training with AR

19. Training with AR
AR has been widely utilized in
training and educational efforts
• AR Technologies have helped provide
a more engaging and interactive
training method for many fields of
study, particularly medicine and
defense
• Students can learn concepts from
simulations of lethal or dangerous
environments without danger
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20. Training with AR
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21. Defense – Close Combat Training
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22. AR Components

23. Augmented Reality Components?
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Mobile Computing Devices
Cameras
Gyroscopes
RFID
Visual Displays
Networking Infrastructure
Location Awareness (GPS, other)
AR Software Applications

24. AR Triggers

25. Location (yelp)
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26. Navigation (Pathfinderv1.1)
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27. QR Codes
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28. Victor Shapes / Borders
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29. MS Kinect
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30. Games / Tours
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31. “Heads Up Display”

32. Google Glasses – Field Trip
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33. Glassup.net
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34. Space glasses
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35. Open Discussion
Todd Marks
President & CEO
todd.marks@mindgrub.com
@mindgrub