Category: Augmented Reality Technology

DARPA sets sights on new kind of augmented reality

| October 9, 2012

DARPA develops machine that can detect threats

As technology companies struggle to find the best way to incorporate augmented reality technology into new products, the U.S.’s Defense Advanced Research Project Agency (DARPA) is taking augmented reality to a new level. DARPA is a division of the Department of Defense, responsible for the research and development of new technologies. The agency has been behind most of the technological advances that have been seen in the U.S. over the past several decades and has made a name for itself in its focus on future technology and fringe sciences. With an astonishing technological pedigree, the agency has now set its sights on augmented reality.

Machine reads visual information from the brain to predict possible threats

DARPA has created a machine that is capable of scanning the human brain and tag visual events before they reach the level of consciousness. This machine is part of the agency’s Cognitive Technology Threat Warning System, and is meant to serve as an early warning device in war. The project’s ultimate goal is to provide warfighters with the ability to accurately and reliable predict threats that may be facing soldiers. The endeavor is based on the premise of linking the brain with technology.DARPA Augmented Reality Technology

P-300 brainwave the subject of DARPA research

DARPA researchers suggest that the brain is capable of detecting threats before a person actually registers what the brain is trying to tell them. When the brain detects a threat, it releases the P-300 brainwave, a signal that is believed to stimulate evaluation and categorization of events and a person’s surroundings. DARPA’s machine can track this brainwave and decipher what it is trying to accomplish and why. Researchers then claim this information can be reflected as visual data.

DARPA takes augmented reality away from its traditional definition

Researchers have taken to likening the process to augmented reality, though admit that the traditional definition of augmented reality is not necessarily fitting. For lack of a better term, however, it will have to suffice. DARPA’s work in this field could well unlock a future of augmented reality that has only been touched upon in fiction.

Elizabeth Arden embraces augmented reality marketing

| October 9, 2012

Augmented reality marketing campaign launched by Elizabeth Arden

Leading beauty products company Elizabeth Arden has embraced augmented reality for the launch of its Wonderstruck Enchanted Taylor Swift fragrance. The company has chosen Aurasma, one of the world’s leading augmented reality platform, in order to create an interactive print marketing campaign for the product. The augmented reality marketing campaign began in the U.S. in late August and is expected to kick off in the United Kingdom in the coming weeks.

Augmented reality marketing continues to generate hype

Augmented reality marketing is becoming more popular as more consumers get their hands on advanced mobile devices. These devices are capable of handling the demands imposed by augmented reality technology, allowing consumers to experience dynamic digital content wherever they may be. Elizabeth Arden believes that an augmented reality marketing campaign is an ideal way to engage consumers who have a large appetite for new, technology-based experiences. The technology may also help revitalize traditional print marketing tElizabeth Arden Augmented Reality Marketingechniques by making them more robust and interactive.

Consumers can receive fragrance samples and digital video in the mail

Smart phone owners with an Aurasma application can access the digital content being offered through the campaign. This content is dilvered to consumers through a direct mail package, which they can sign up for via the Wonderstruck Facebook page. Those signing up for the package will receive a sample of the new fragrance in the mail, along with instructions on how to access the digital content contained within the package. Using the Aurasma application, consumers will be able to see an exclusive video.

Consumers shows enthusiasm in augmented reality marketing campaigns

Augmented reality marketing continues to show how capable it is in engaging a new generation of tech-savvy consumers. Indeed, many consumers have shown a great deal of interest in participating in augmented reality marketing campaigns because of the possibility of receiving access to exclusive content or deals. Among businesses, Aurasma has become one of the most popular platforms through which to launch an interactive advertisement