It’s quite a bit of user involvement before he/she can ‘get’ the ad - but the concept is an interesting one. The steps are as follows:
- User sees the ad on magazine, follows instruction to the MINI website.
- User holds the magazine in front of his own webcam.
- MINI website detects the orientation of the magazine, super-imposes a 3D model of the MINI car on the magazine on the monitor.
- User plays around, taken by the interactivity of this augmented reality.