Tag: augmented reality

Niantic Labs, the startup behind Ingress, is now launching a new line of digital books.

Google startup, Niantic Labs, has announced that it will be launching a new line of ebooks which are based on its wildly popular Ingress augmented reality mobile gaming experience.

The video game has become massively popular, even though it has not even seen its full release yet.

Ingress is an Android based augmented reality multiplayer game that first launched in its beta form last November. It remains possible to play it by invitation only, and yet it has managed to take off with explosive popularity. Now, its creators will be taking the experience another step forward with the release of this new line of digital products.

The augmented reality experience within this game will soon be broadened with the new product line.

On Friday, the company announced that the line of ebooks linked to the mobile gaming experience would be launched. The augmented reality book line has been dubbed “The Alignment”. So far, they have all been written by Thomas Greanias. This author is also the writer behind the Trilogies that were on the New York Times bestsellers list, Dominium Dei, and Raising Atlantis.

The first of these ebooks, The Alignment: Ingress, will be released through Google Play on April 2 but will then move on to other digital bookstores over time, following that initial sale date. These books will be linked to the Ingress mobile gaming experience and will feature various different types of perks and digital experiences, such as embedded codes and augmented reality.

The books in this new augmented reality ebook line will be co-published by Niantic, as well as the author’s own @lantis Books. Should the digital versions prove to be highly successful, there may be print versions of the same books to follow.

Niantic Labs is not only the creator of the augmented reality mobile gaming experience, Ingress, but it is also behind several other projects. These include the new Field Trip app that has been released by Google.

Given the popularity of the augmented reality game even before its official full release, it is not entirely surprising that these related digital products are being released to complement it. What would be surprising is if this were the last of the developments of this nature.

Lucky Charms is using mobile to go beyond traditional “prizes” to appeal to adult consumers.

In its most recent mobile marketing campaign, General Mills has created an augmented reality app for its Lucky Charms cereal that sends adult consumers on a “Chase for the Charms.”

This app allows mobile device users to go on a virtual hunt for marshmallow treats.

The goal of the augmented reality game is to reach the end of the rainbow with Lucky the Leprechaun. The cereal manufacturer released a video as a teaser for the app ahead of its launch, which is St. Patrick’s Day.

The augmented reality campaign is linked to the holiday that is known for its similar theme of Irish lore.

On St. Patrick’s Day, users will be able to tap on their mobile device screens when they use the augmented reality application, to capture Lucky the Leprechaun’s charms as they appear before them. The charms use AR technology to look as though they are located in the real world. As an incentive, the company is also offering prizes based on the number and type of charms that were collected.

Among the instant prizes are t-shirts, a cereal dispenser, or a chance to appear as an animated character in an upcoming ad for the product. The grand prize is a pot of actual gold that is valued at $10,000.

Behind the augmented reality campaign is the creative agency called Saatchi & Saatchi. The app itself was the creation of Ogmento. The app itself is being heavily marketed. On Friday, mash-up music video was released, featuring several of the classic advertisements for the cereal. The video itself was performed by John Boswell, who is better known as “Melodysheep”, and who is otherwise recognized for his Julia Child tribute.

This new mobile marketing campaign is the latest effort by the brand – now 49 years old – to reach out to adults who had grown up with the cereal and who are now using smartphones and tablets and are receptive to the augmented reality experience. The strategy was started last year with a television ad which has since broadly expanded to include the AR technology.