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Although Augmented Reality has been evangelized for years, there have only been a handful of examples for educational purposes, such as the British Museums’ Ancient Egyptian trail or The Augsburg Display Cabinet AR experience at the John Paul Getty Museum.

Recently, the National Geographic Channel have used an installation to promote educational documentaries on natural history. In a similar way AR was used to showcase interactive elements in the Belgrade Science Festival. The installation consisted of a giant book in which usual school subjects such as history, geography or science were presented with an AR twist.
b. Marketing
AR first emerged predominantly as a new marketing tool to engage the smartphone generation. A number of products now use some form of AR to encourage the user/potential consumer to interact and learn more about the item. In a number of toys stores worldwide Lego have positioned kiosks that display animated 3D augmented content of the complete models.


Magazines have also used AR to provide their “readers” with additional content on news items such as videos and promotional 3D models. This recent issue of Heat magazine features an interactive augmented reality treasure hunt.

c. Advertising

Advertising has brought Augmented Reality to the masses, gaining much publicity in such marketing campaigns as Lynx, where the public could interact with augmented angels in Euston Station.


Universal Pictures (UK), the leading film studio recently used augmented to bring to life its most famous titles, through a unique range of celebratory Blu-ray and DVD sleeves.
Absolut's augmented reality campaign, AbsolutTruths, shows consumers how vodka is made using an AR tag hung on Absolut bottles.In the Starbucks Cup Magic AR app, users point their smartphone at the cup producing animations involving five characters including an ice skater, a squirrel, a boy and his dog sledding, and a fox.

d. Retail

Net-A-Porter's use of an augmented reality window display can reveal videos of the catwalk, product information, 360 degree product models, pricing and the ability to purchase the products.Atol eyewear uses AR with facial recognition allowing users to virtually try on anything in the collection and see exactly how it looks on and moves with their face.The TryLive application turns augmented reality into a virtual fitting room. Users get a remarkably accurate picture of how apparel will look and fit on them — in real time and in motion on Kinect for the Xbox.

e. Industry

Research by BMW uses AR data goggles to assist in car repair and manufacture.

AR firm Metaio has designed a proof of concept demo showing users how to change a printer toner using 3D recognition.

Volkswagen have developed an instructional AR implementation to guide their mechanics when doing vehicle services.
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