Vodafone NZ marketing campaign augments reality

Vodafone New Zealand is giving its clients a taste of augmented reality on their mobile phones in a marketing campaign designed to tie in with its sponsorship of the New Zealand Music Awards.

Since at the time Microsoft has licensed augmented reality research from GeoVector to enable it to add augmented reality functions to its mobile devices.

In Vodafone NZ's implementation - claimed to be "the first large scale augmented reality implementation of its kind in New Zealand" - staff in its retail stores have been issued with T-shirts bearing music-related graphics that are recognised by Android and iPhone apps that have been made available for download.

The app is installed in a phone

When the app is installed in a phone and its camera pointed at the person wearing the T-shirt, the T-shirt's image appears on the screen of the phone, animated and with accompanying music.

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