News / 11.06.2019
REWIND Brings WebAR To Restaurants Nationwide With Samsung’s Secret Menu
Commissioned by AMV BBDO, the REWIND team created an augmented reality (AR) experience on behalf of Samsung. The experience delivers a secret AR menu to diners with a Samsung smartphone in some of the UK’s most popular restaurants.
Using a Samsung phone, diners can unlock exclusive dishes which are accessed via a marker on secret menus in Bill’s, The Breakfast Club, Patty & Bun, and Pizza Pilgrims restaurants.
The use of WebAR for this activation means the dishes can be accessed hassle-free – there is no need to download a standalone app or integrate functionality into an existing app. Restaurant diners can view the exclusive dishes easily via a mobile web browser on their Samsung phone.
As there are very few WebAR experiences on the market, we carried out R&D in image tracking and WebGL rendering to develop a polished, premium experience.
WebGL is a platform that has greatly matured and stabilised over the past few years, yet it is still very rare to encounter consumer-facing sites making use of the technology. We used the framework to give users a secret menu, lit via a physically-based shading model rendered in real-time – something typically only encountered in real-time engines.
Projects like this are a glimpse into how users will interact with web content in the future. WebGL is still relatively unadopted in the mainstream market, yet it is the future of web-based interaction.
The campaign is running for six months. For more info visit: https://www.samsung.com/uk/secretmenu/.
Today, the second Immersive Economy in the UK report was published. This report, co-authored by Immerse UK and Digital Catapult, details the growth of the sector, its drivers and barriers, scale, nature, and economic value.
The immersive and engaging nature of virtual reality has been used to help tackle the impact of climate change and motivate and inspire us to solve the climate crisis. Filmmakers and advocacy groups have turned to the medium as a tool for building empathy and driving action.
Many traditional horror tropes rely on a fear of the supernatural: ghosts, zombies, demons – things you wouldn’t be able to experience in real-life. Virtual Reality gives us the ability to put someone in the middle of these scenarios and raise the scare-factor to a whole new level.
Sir Martyn Lewis and I met back in April to discuss the impact of technology on humanity at The Club at The Ivy in London. It was a well-received debate, so we reconvened to tackle a new subject last month.
To date, extended reality (XR)—an umbrella term encompassing augmented, virtual, and mixed reality technologies—has largely been viewed by Adland as a purely creative outlet. Now, due to performance, brands are increasingly turning to immersive mediums, such as virtual and augmented reality, to engage with audiences.
Thanks to the Oculus Quest, high quality, affordable experiences are now far more accessible to the everyday enthusiast and VR newbies alike.
There is much excitement surrounding the field of brain-computer interfaces (BCI).
Modern dating is a far cry from the courtship our grandparents experienced. In the past, people met their partners at work, on a night out, or at church. Then came the internet and cellular technology —suddenly, distance was not an issue, and the phrase “plenty of fish” has never rung truer.
Technology has sprinted ahead at an unprecedented rate over the past few years, but the viewing of sports events has largely been left behind. While there have been some developments—such as adding commentary, informational graphics, different camera angles, and slow-motion replays—change has been slow and incremental.