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I was at a WPP Dig­i­tal Day last month and one of the pre­sen­ters was King Yiu Chu from Layar. He took us through some great exam­ples of Aug­mented Real­ity and how it can be applied to our mar­ket­ing efforts.

One case study was the Unin­vited DIY Exhi­bi­tion at MoMA New York, where vis­i­tors to the art gallery were able to see a num­ber of addi­tional “unof­fi­cial” exhibits through their iPhone and Android hand­sets. A nice way of blur­ring the lines between phys­i­cal and vir­tual environments.

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A num­ber of years ago, we had a com­pany off-site fea­tur­ing a trea­sure hunt as the pri­mary chal­lenge for the day. This involved teams of Ban­ner­ites zoom­ing around Lon­don in black cabs look­ing for the answers to a series of cryp­tic clues.

Whilst it was com­pet­i­tive and fun, that approach seems anti­quated by today’s stan­dards. For an agency whose rai­son d’être is to under­stand and use tech­nol­ogy bet­ter than any other agency, scrib­bling the answers onto bits of paper wasn’t really a good way of track­ing progress or edu­cat­ing our team on new tech­nolo­gies.

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OK, so it’s not exactly new. GPS has been help­ing peo­ple dis­cover where they are, where they are going and where they made a wrong turn for some time. But really, that was just the start.

For one thing, GPS has now emerged from the car/boat, got way smaller and become portable. I run most days (hard to believe if you know what I look like) and use a Garmin Fore­run­ner to tell me how fast I’m going (not fast enough), how far (not far enough) and how many calo­ries I’ve burnt (just enough for a guilt-free break­fast). It wasn’t so long ago I was reliant on a piece of string, a map and a stop­watch to plan and track my runs (BTW check out Map­MyRun for a nice Google Maps-based app for work­ing out your run in advance).

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