WebAR verwijst naar augmented reality-ervaringen die toegankelijk zijn via een webbrowser in plaats van een app. Voor de gebruiker betekent dit dat er een naadloze verschuiving plaatsvindt van het bekijken van traditionele webcontent naar het ervaren van AR - en weer terug. Met WebAR zijn een smartphone en een internetverbinding alles wat nodig is om direct in augmented reality te duiken.
Geen app store, geen download, niet wachten
WebAR is ideaal voor situaties waarin gebruikers waarschijnlijk niet eerst een app willen downloaden. Dat kan zijn omdat ze geen tijd hebben, of zich zorgen maken over hun gegevens, of niet weten hoe, of simpelweg niet gestoord kunnen worden. Wat de reden ook is, de directe toegang van WebAR neemt de meeste van deze belemmeringen weg, waardoor het gemakkelijker dan ooit wordt om doelgroepen te betrekken bij AR-inhoud.
Hieronder staan een aantal voorbeelden
Jim Beam lauched their ‘Jim Beam Welcomes‘ web space, and wanted to include a way for audiences to get closer to their signature ‘High Ball’ cocktails. Designed by Arcade in collaboration with creative agency Quantum, users could tap to place their virtual bar and choose from four settings, visible in 360. They could then choose any combination of Jim Beam, mixer and garnish, echoing the brand’s invitation to drink Jim Beam ‘any damn way you please’.
For this experience we used 8th Wall, integrating the experience seamlessly into the broader mobile website.
AHC, a luxury skincare brand owned by Unilever, wanted to engage shoppers across Southeast Asia with a playful immersive game to promote the benefits of their Luminous Glow Eye Cream.
We created a bubble-popping game that amplified the brand’s visual identity and premium-but-fun attitude, in which consumers could compete to unlock discounts and get on the list of high scores.
To celebrate the launch of the iconic Zack Snyder cut of superhero film Justice League, Wonderland Restaurants created a themed luxury meal box, complete with some magical AR experiences that brought diners even closer to the film and its characters.
Modelled after the film’s ‘Mother Box’, the meal boxes could be brought to life, with audiences challenged to solve puzzles, discover more about the heroes and collect exclusive content. This experience used Zappar’s ZapWorks.
Despite WebAR’s obvious appeal, apps are still important for AR. This is because the functionality available to an AR app remains roughly 12 months ahead of what WebAR can offer – although the gap is closing all the time.
As with most endeavours, it’s simply a question of identifying the most appropriate technology for the task, but the case for WebAR is growing stronger and stronger by the day.
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