AR: scratch like a (virtual) DJ
Another post about augmented reality: the benchmark in terms of quality of execution and concept still remains AKQA’s Priority Email, but this Wrigley’s website is worth having a look, as it introduces additional elements of interactivity.
Basically the 5 Mixer allows you to scratch like a DJ 5 QR codes symbols in front of your webcam in order to create your club music mix. As explained by Augmented Times, there are three markers representing gum flavors, each linked to a certain track, and one master marker to rule them all. The markers’ distance from the master marker and their relative angles determine the volume and effects for each track.
The whole thing in the explanation video doesn’t look very smooth, but still I think the idea is good because it tries to use AR in a more interactive and engaging way. We are getting tired of 3d product display, it’s time to get some fun with this technology, and Wrigley definitely attempts to move in this direction.
One thing I’m pretty curious about: how do the five markers get distributed? I hope and guess you can find them in the gum package. If not I see this as quite demanding application for users. It might require too much effort to play, and I’m not sure whether it is worth the hassle. A good reminder for all of us: make things easy (and engaging/useful of coruse) for the consumer if you want him/her to interact with your application.