VR

Adidas takes a turn on the AR bandwagon

Augmented Reality Turns Shoes Into Game Controllers I'll give serious credit to Adidas for embracing the technology and including AR codes on the tongue of a new line of footwear, but somebody really dropped the ball here, or at least wasn't thinking things through.  How many people are going to want to use a shoe that's been on the ground, subway or the candy/popcorn/soda soaked floor of a movie theater as a game controller?

Perhaps a better option for Adidas would have been to sew two AR tags to the cuffs of a sweater, long-sleeved T, or jacket.  Then have the AR code access a series of games that would tie in with Adidas' various markets.  Have a choice of a Need for Speed: Underground style game for youth, a boxing game to target their boxing/mma demographic and perhaps even tie in with Chevy with a Dale Jr. Nascar driving simulation.

It's not just about embracing the technology and showing that you're "young" and "hip".  The technology should be used to reinforce existing brand identity.

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Random thoughts on new techonologies

As new mobile communications technologies emerge, we're beginning to see the reality of real honest-to-god augmented reality (AR). Now I've never been one to go in for the VR/gamer version of AR. I'm more of an overlay/heads-up/constantly available encyclopedia kind of guy. Seeing the possibilities simply beginning to be explored with Google's Android platform and it's grab bag of GPS/accelerometers and other goodies of course brings one to think about the future of marketing and advertising. Previously sci-fi only visions of individually projected advertisements are beginning to become possible. If you can now identify landmarks and buildings via RFID tags and semantic visual searches, how long can it possibly be before there's a Pepsi advertisement plastered at the bottom of your cell? And is that really such a bad thing? From a marketing viewpoint it would be possible to truly target/segment your audience. Already in Asia and Europe purchases can be made through a cell phone via RFID, why is it improbable that you phone can/will/does store your purchase information and use that as a filter for your new AR advertisements? This would conceivably allow companies/organizations to develop even stronger engagement with their customers, even if this means seeing a Slurm ad while touring the Vatican.