Augmented reality (AR) specialist Blippar has announced a new partnership with Glorious Labs, a British tech startup that has designed and built Gloria, a social 360-degree platform for entertainment venues. The collaboration will allow Glorious Lab to further explore creative, technical and commercial opportunities whilst utilising Blippar’s AR and artificial intelligence (AI) expertise.
Gloria is a user-shared 360-degree camera which Glorious Lab aim to put in bars, clubs, restaurants, events, stadiums, parties and festivals. Users connect directly with their smartphone without the need for an app, take a 360 photo then download it for sharing to their social media. With the addition on Blippar’s AR technology the images can be manipulated with masks, filters and more before being shared.
Glorious Lab’s device will also use Blippar’s computer vision technology to enable analysis of how consumers interact with brands, combining market research, data science and creative strategy. The partnership gives brands deeper insights into in-store consumer behaviour at the point of consumption in real-time.
Steve Spencer, Blippar co-founder and Chief Experience Officer said in a statement: “In the past few months, Glorious Labs and Blippar have worked together to overcome computer vision challenges working with 360° images. We’re now integrating animated AR components into 360° in new unprecedented ways. Social 360° + AR is an exciting new media platform for brands and advertisers.”
“Consumers are hungry to capture and share their best moments in 360° and brands are always looking for new ways to create deeper connections to these consumers,” adds Riley Riley, Glorious Lab co-founder and CEO. “Adding world-class AR to 360° photos and videos creates a huge creative opportunity for brands to be relevant and authentic at the moment consumers are hanging out in the places that matter to them. Facebook’s recent decision to restrict brand advertising in News Feed in favour of peer-to-peer content is good news for this partnership. User-posted 360° content with branded AR is a smart solution for brands and publishers that have built business in the social space.”
Blippar isn’t bringing its AR technology to just clubs and bars, the company has been working on helping everyone get around and not get lost. Last November Blippar launched AR City, an experimental app that can help users navigate bustling cities and find points or interest. As Glorious Lab and Blippar continue their partnership, VRFocus will keep you updated on the latest announcements.