#MWL2010’s Augmented Reality iPhone App

Chris Sheldrake

Marketing Week Live 2010 is launching an Augmented Reality iPhone app that combines both AR and image recognition exclusively for the show in London next week.

The app is a game of two halves – the image recognition means visitors can simply point their iPhones at exhibitor logos to get all the info they need whilst the AR geotagging – courtesy of The Hedonists’ Guide – means that visitors can get the low-down on post-exhibition bars, restaurants, clubs and hotels. The app is also packed with general data ensuring visitors always know where to be and when.

Augmented reality of course takes a real life scene and virtually layers explanatory data on top, giving the user a significantly more detailed understanding of their surroundings. While augmented reality has been in use for a few years, this is probably the first ever live event to take advantage of the technology.

Mark Choueke Editor of Marketing Week, told us “This app will arm #MWL2010 visitors with real-time knowledge of everything going on at Marketing Week Live and provide them with a fantastically interactive exhibition experience during the two days. Such apps will change the landscape of future exhibitions and we at Marketing Week are delighted to be leading from the front.”

Richard Skaife, YuzaMobile CEO, who produced the MWL2010 app commented “It’s great to see the UK’s number one exhibition for marketers truly leading the way with the use of augmented reality and image recognition – arguably two of the most talked about breakthrough technologies of the moment. We are proud to showcase the future at Marketing Week Live “

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