Augmented Reality in Esquire and MTC Advertising

^{Augmented reality (eng. Augmented reality, AR) - a term related to all projects aimed at the addition of reality with any virtual elements. ( based on Wikipedia )}

It seems that the principles of augmented reality are becoming more and more fashionable trend (perhaps, however, that they have become fashionable for a long time, just in our village they don’t know ...).
Recently, I increasingly come across the use of augmented reality technologies by gloss publishers and advertisers (again, in gloss).

Esquire magazine editor has just demonstrated AR technologies that make the latest issue of the magazine a bit more interactive than its previous issues:

Interested readers are also invited to participate in the drawing of the webcam from Blue Microphones . Without a webcam, of course, AR technology will not work.

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In principle, the user must purchase a magazine, download specialized software, enable a webcam and wave to her magazine page with an AR marker.

The guys from the advertising agency JWT International have gone further: in the advertising for MTS, there are not even visible obvious markers to which software that implements augmented reality “clings”:


Where does this world go? =)