list
Project name Expression of Joy
Organisation Inition, Dare
Persons
City London
Country UK
Period 2009
URL http://www.bmw.co.uk/bmwuk/augmented_reality/homepage?bcsource=vanity
Tags desktop, shape recognition, marker, generative animation, single-user, flat small field of view, reacts to marker position, no narrative, any computer with webcam, ARtvertising, car, bmw, customize,
Text BMW initiated an online augmented reality campaign to promote the launch of the BMW Z4. Inition worked with Dare to create a unique interactive online brand experience supporting the TV campaign in which a roadster is steered across a blank canvas with the tires providing paint trails and colourful ‘expressions of joy’. Powered by Inition’s augmented reality technology MagicSymbol, users can now create their own ‘expression of joy’ online. Users can test drive a virtual 3D Z4 and record their paint trails via the webcam and upload videos of their creations to YouTube. The augmented reality application is complemented by content on Facebook and YouTube