Augmented reality ... at McDonalds? #blogjune

I went to McDonald’s for breakfast this morning. (Yeah, don't judge me!)

Imagine my surprise when my tray mat featured an invitation to download the new World Cup Augmented Reality app.

Augmented Reality? At McDonalds?

Augmented Reality (AR) isn't new and in the GLAM sector we've been using it to do all sorts of interesting things for some time now.

However, I've always thought of AR as being a little 'out there', a bit specialised, maybe only for the 'early adopters'. That sort of thing.

So, what’s it doing at McDonald’s? Was AR now mainstream? Have I not been paying attention? 

Copious amounts of googling later and I find… apparently not!

To quote Bruce Sterling "... From now on, when people ask you, “Is AR mainstream yet?” you can say, Hey man, McDonald’s." [1]

Sterling was actually talking about an AR app launched by European McDonald's in 2013. (http://youtu.be/my4JtK3W5vE) McDonald's has experimented with AR in other areas with a "Track my Maccas app" in Australia in 2013. [2]

But now, McDonald's AR has gone global. The Huffington Post reports that: "... By the time the soccer competition begins in Rio de Janeiro, Brazil, on June 12 (concluding on July 13), the boxes will be in 119 markets."[3] 

Not only that… I have to say it's the first time I've seen AR promoted on a tray mat!

McDonald's also appears to have learnt from previous outings and now offers the app on both iOS and android platforms.

Many of the write-ups about the new app seem to follow the press release, but there are a few highlights. Ina Fried discusses the use of Qualcomm's Vuforia Technology in the app. [4] She writes: "Augmented reality is one of those things that is perennially around the corner, but Qualcomm VP Jay Wright says it is starting to catch on, particularly with marketers looking to give more life to physical goods."

My google search revealed that there are many uses for AR "out there". Some are still pretty "out there", but some are being used by brands we know - Ikea, Lego, Nivea - to reach out to customers and engage with them.

There's still room for libraries and museums in this space. There's an interesting summary of AR and its application to libraries by Carli Spina over at the American Library Association site [5] and I liked Shelley Mannion's post at the British Library [6].

What are your favourite AR apps?
For those of us who want to know more, where would you suggest we start?

Will I download the McDonald's app. Maybe? It's free... and I'm willing to bet that if there's going to be a good example of AR in the marketplace, this better be it.

References:
[1] Sterling, B. (9 March 2013) Augmented Reality: McDonald’s and Metaio http://www.wired.com/2013/09/augmented-reality-mcdonalds-and-metaio/

[2] http://youtu.be/7iFQQGADjf4; http://www.creativeguerrillamarketing.com/augmented-reality/mcdonalds-augmented-reality-app-shows-whats-inside-your-meal/

[3] Burger Business (20 May 2014) McDonald's Fry Boxes Get World Cup Artwork http://www.huffingtonpost.com/burgerbusiness/mcdonalds-fry-boxes-get-w_b_5357456.htm 

[4] Fried, Ina (20 May 2014). McDonald’s World Cup Promo Uses Augmented Reality to Turn French Fry Boxes Into Soccer Fields. http://recode.net/2014/05/20/mcdonalds-world-cup-promo-uses-augmented-reality-to-turn-fry-boxes-into-soccer-fields/

[5] Spina, Carli. (Feb 2014). Keeping up with… Augmented Reality. http://www.ala.org/acrl/publications/keeping_up_with/ar

[6] Mannion, Shelley. (2012?) British Museum - Augmented Reality: Beyond the Hype. http://www.museum-id.com/idea-detail.asp?id=336

Related links:
McDonalds: 
Burton, Bonnie. (21 May 2014). Gol! McDonald's World Cup app turns boxes of fries into field of dreams. http://www.cnet.com/au/news/play-soccer-with-new-mcdonalds-world-cup-french-fry-boxes/

Jackson, Christopher. (22 May 2014) McDonald’s French Fry Boxes Turns into Soccer Fields with Augmented Reality. http://www.augmentedrealitytrends.com/ar-app/mcdonalds-gol.html

Johnson, Lauren. (20 May 2014). McDonald's Overhauls Packaging for World Cup Digital Push: Also moves from QR codes to augmented reality. http://www.adweek.com/news/technology/mcdonalds-overhauls-packaging-big-digital-world-cup-push-157867

Freeman, Mike. (24 May 2014). McDonald's World Cup app uses new Qualcomm tech: Augmented reality software lets users place objects into soccer app. http://www.utsandiego.com/news/2014/May/24/Qualcomm-augmented-reality-McDonalds-world-cup/

McDonald's app site: http://gol.mcd.com/en.html

AR examples
10 Mind-Blowing Augmented Reality Campaigns
http://www.business2community.com/marketing/10-mind-blowing-augmented-reality-campaigns-0160078#!TeHTq

10 Examples of Augmented Reality in Retail http://www.creativeguerrillamarketing.com/augmented-reality/10-examples-augmented-reality-retail/

10 Rockstar Examples of Augmented Reality for 2014 http://www.creativeguerrillamarketing.com/guerrilla-marketing/10-rockstar-examples-augmented-reality-2014/

#blogjune

Flood crisis in Queensland

I sat up late last night following two news stories, one being the worsening flood crisis in Queensland. Premier Anna Bligh held a news conference at 10pm (AEST / 11pm AEDT) last night outlining the issues that Emergency Services (EMQ) were looking at overnight. She outlined the very serious events of the afternoon including the 'inland tsunami' in Toowoomba and how that water was making its way down the Lockyer valley. At that stage, four people had died in Toowoomba and EMQ held grave fears for those in the valley including the town of Grantham. Poor weather was hampering rescue efforts and rescue attempts would resume at first light.

The morning has revealed further devastation. We now know that at least eight people are dead and seventy more are missing with the death toll expected to rise.

Some areas have reported receiving their yearly rainfall in the last week.

Words fail in attempts to describe this disaster. 'Heartbreaking'; 'tragedy'; 'shocking'; 'unprecedented'; 'supernatural' - all have been used in press reports. Personally, I'm in a state of shock. My mind can't quite take it in!

The Toowoomba 'tsunami' comes on the heels of an ongoing flood emergency in Queensland. Some districts have been evacuated twice in the last three weeks. Some have experienced flooding for the second time in twelve months.

I've been surprised by some of the commentary surrounding the flooding though. Some people have said "well, if you live on a flood plain, what do you expect?". Certainly, many of those on the land who have been flooded before are pragmatic about these things. Yet, I feel this is quite a heartless point of view. No-one expects a 'tsunami' in their main street! The latest installment in this disaster illustrates that this is not 'just' about flooding rivers... it is a calamity that is greater than that.

I'm surprised that there has not been more commentary discussing the rains and the link with climate change. This piece by the Independent Media Centre was the only 'reasonable' discussion of the issues I could find. (Though they also quote a press release from the Socialist Alliance!). I'm not at all scientific, but my scientific friends have explained the link between increasing sea temperatures and increased rain. Not to mention the La Nina affecting eastern Australia.

On top of all this, the water has to go somewhere. When it works its way through New South Wales and the Murray-Darling Basin, what will it mean for those downstream? We await to see.

For those who wish to help, donations to the Queensland flood appeal may be made here: http://www.qld.gov.au/floods/donate.html


Related links:

http://www.cabinet.qld.gov.au/MMS/StatementDisplaySingle.aspx?id=73248 (Transcript of Premier Bligh's press conference 10pm, 10 January 2011)

http://www.abc.net.au/am/content/2011/s3110187.htm (Early reports from Grantham)

http://www.abc.net.au/news/stories/2011/01/11/3110285.htm (ABC news with the latest, including links to Toowoomba video and other sites)

http://www.abc.net.au/emergency/flood/ (ABC emergency site)

http://www.crikey.com.au/2011/01/11/inland-instant-tsunami-devastates-southern-qld/ (Crikey has an outstanding collection of links - including some I have listed below)

http://www.indymedia.org.au/2011/01/06/the-queensland-big-wet-big-flood-and-climate-change (Sensible look at climate change with many serious links).

http://diane-adventurebeforedementia.blogspot.com/2011/01/queenslands-floods.html (summary of flood situation, with amazing photos - especially the snake!)

http://www.guardian.co.uk/world/interactive/2011/jan/03/australia-floods-queensland-map (Awesome map - try the comparison the UK link and the scale of this disaster becomes more apparent!)

http://www.news.com.au/breaking-news/floodrelief/flash-flood-hits-toowoomba/story-fn7ik2te-1225985113281 (Details of the flash flood in Toowoomba)

http://edition.cnn.com/2011/WORLD/asiapcf/01/10/australia.floods/index.html?hpt=T2 (considered reporting from CNN)

Accident at Yass yesterday

We drove to Yass yesterday. It's about 45 minutes drive north of Canberra. We took the exit from the Barton Highway and on the way into town we were passed by a fire truck, an ambulance and a police car all heading in the opposite direction with sirens and lights on. I said to my husband that there might have been an accident on the highway. Unfortunately I was right.

Four young men died when their car lost control and crossed the median strip into oncoming traffic. They collided head on with a semi trailer. The accident occured on the Hume Highway about 20 km north of Yass.

The accident did not impact on our travel plans, but other travellers were held up for hours as the Hume Highway was closed southbound for investigations.

I love highway driving. But you have to be aware that you're taking your life - and the life of your passengers - in your hands when you venture on to a major road. You cannot vouch for other drivers. The Hume Highway is the major highway linking Melbourne and Sydney. We only drove on a short stretch of it on our way home. The Barton Highway links Canberra to Yass and Canberra to the Hume (it's the route we'd take to begin a trip to Melbourne for instance). In recent years the Hume has been worked on considerably and is now two lanes each way nearly all the way from Sydney to Melbourne. There are still black spots, but where the accident happened isn't one of them.

I hope the truck driver is able to recover from his part in the accident. As far as I can tell from the footage, he did all he could to avoid hitting the car, but when you are driving a semi with a full load it is impossible to stop in an instant. Obviously I'm not a traffic investigator, but I can't see how he could have avoided the impact. I would hate to be in that situation - how heartbreaking to know that despite doing everything you could you could not avoid hitting the car.


Related links:
Google maps: http://maps.google.com.au/maps?f=q&source=s_q&hl=en&geocode=&q=yass&sll=-34.461248,149.317564&sspn=3.958071,4.53186&ie=UTF8&hq=&hnear=Yass+NSW&t=h&z=13
News reports:
http://www.smh.com.au/national/five-die-as-road-toll-goes-back-to-bad-old-days-20091115-igd6.html
http://www.news.com.au/story/0,27574,26355010-421,00.html

Guilty murder plea in "Lake Angel" case

The mother of Dean Shillingsworth (the boy in the suitcase / Lake Angel) pleaded guilty yesterday to his murder. She will be sentenced on October 8. The Australian gives a detailed report on the background to the story : http://www.theaustralian.news.com.au/story/0,25197,25950446-5006784,00.html

I'm interested to see that The Australian reports that they "obtained written permission to publish the identity of Dean Shillingsworth."

I blogged about this case in 2007:
http://oz-bandicoot.livejournal.com/270629.html

Bushfire horror in Victoria

I find myself reflecting on death, again.

Australia is dealing with the aftermath of its worst 'natural' disaster ever. The State of Victoria has been ravaged by fires. The death toll is already over 100 and expected to rise. More than 700 properties have been destroyed. I put 'natural' in inverted commas for, as the authorities are telling us, many of these fires were deliberately lit.

There's no way to adequately express the anger in the community towards those who lit the fires. I was in Big W this morning. I overheard a staff member suggest that the clothes she was marking down should be given to the fire victims. I encouraged her to tell management. She said she had. I then proceeded to chat with her and two of her colleagues. We all agreed that capital punishment was a fit response to this kind of act. It's so out of character for me to say that. But I find myself understanding how cultures can stone people to death. The anger over this senseless destruction of life is palpable.

So is the sadness. Whole communities have been all but wiped out. It's estimated that around 95% of the township of Marysville has been destroyed. The footage we are seeing of the fire-ravaged areas shows what looks like a war-zone. It's been compared to a nuclear bomb going off and while I think that comparison is a little extreme, I can see where the person who said that is coming from.

It's clear the death toll will rise. Emergency services and police are working through burnt out cars first, in an attempt to clear the roads so emergency vehicles can gain access. Then there will be the gruesome task of going through the rubble of the houses that have been destroyed. Some sights you can never forget. I wouldn't be an emergency worker for quids.

The director of emergency services at Melbourne's Alfred Hospital has been on many of the news reports speaking very eloquently about the people in his care and the care his staff are giving them. The Alfred hospital has a specialist burns unit and are treating the worst of the burns victims. Many are not expected to survive. Those who do are facing months of treatment.

We have one 'celebrity' face to the tragedy. Veteran Channel Nine newsreader Brian Naylor and his wife have died. Brian Naylor was the 'face' of news when I was growing up. He fronted the news for probably thirty years. For many people, Brian was like family. The tragedy, for those who knew no-one in the fires, will be all the more real if they knew Brian.

I have donated to the National Australia Bank appeal. Donations are tax-deductible as the NAB is funneling them through its own charitable trust. I urge everyone to give what they can. If every Australian gave $1 that's $20 million towards rebuilding. I'm also urging those who can to GIVE BLOOD. I can't donate as my iron levels are too low, I wish I could. Burns victims need blood. I've also just heard from my gym (Fernwood) that they will be sending non-perishable items to help. I'll also contribute there what I can.

I've turned off the TV and the radio. I can't take in any more of the tragedy right now. It breaks my heart.

I read the Editorial in the Sydney Morning Herald today and I think it set the tone really well. It speaks about mourning and it speaks about loss. It says that fires are not new, and that there will be a next time. It follows with this paragraph on Climate Change:

What is new here is global warming and the extreme weather it is bringing in its wake. The evidence suggests we are living in a world where there are now more storms, more floods, more droughts and more fire. Whole tracts of Queensland lie under water. Most of NSW is in drought. This weekend south-eastern Australia has seen some of the worst fires in our history. This is no time for political grandstanding but it was not out of place of Senator Bob Brown to suggest yesterday: "This is a sobering reminder to the whole world of our need to tackle climate change."

I'm sad to say, I wholeheartedly agree.



Related links:

Rescuers brace for more bushfire horror:
http://www.abc.net.au/news/stories/2009/02/09/2485840.htm

Australia's bushfire disaster: Many good people lie dead
http://www.smh.com.au/news/national/many-good-people-lie-dead/2009/02/09/1234027889048.html

Brian Naylor confirmed dead
http://www.canberratimes.com.au/news/local/news/general/newsreader-brian-naylor-confirmed-among-the-dead/1428143.aspx

SMH Editorial
http://www.smh.com.au/opinion/editorial/a-nation-mourns-their-memory-20090208-80wv.html?page=-1

How you can help:
http://www.news.com.au/story/0,27574,25027108-421,00.html
http://www.redcross.org.au

A lonely death, a lonely life?

Yesterday's Sydney newspapers reported the case of a man, Jorge Chambers, whose body has been found dead in his apartment. Officials estimate, from banking records, that Mr Chambers could have been dead for up to a year.

Questions are being raised about how we can better care for our elderly who live alone. A spokesperson from Carers ACT was featured on the radio news at 10am this morning. She said that, among other things, elderly people in the ACT had duress alarms fitted in their apartments which can call for help - if they fall for example. This is good, but it wouldn't have helped this man. According to the report in the Daily Telegraph (http://www.news.com.au/dailytelegraph/story/0,22049,23029203-5001021,00.html) the man was found dressed and lying on his bed. There doesn't appear to have been any "duress" here.

When this man died, no one noticed. His pension was paid directly into his bank accont, and his rent was automatically deducted. The mailbox was overflowing, but neither the postie or the neighbours thought anything of it. What I'm wondering, is why did a neighbour call the authorities now? What is about this week that made him think, "Where's Jorge?".

The electricity was cut off six months ago.

We live in an age where things are done by computer. Accounts are managed from a central HQ, in your capital city, interstate or overseas. It used to be that the person you spoke to on the phone about your bills was someone you walked past in the street. But not anymore.

I don't know how we make "real" connections in this day of "electronic" connectedness. We are fooling ourselves if we think that texting, email and (heaven forbid!) blogs make up for one to one human contact.

And I don't know where we draw the line either. I bet Mr Chambers was a very private man, a man who valued his privacy. How do we balance making sure these people are OK, while respecting their rights and their privacy?

When my mother lived alone we were very grateful for the upstairs neighbour who took it upon himself to look after the oldies in their block of flats. But after a while... I found him to be grating. He seemed to always be around at Mums place... or just around. He had a finger in everything that went on at that block of flats. Little things disappeared from Mums place. Now, in all likelihood, Mum gave them away, but there was a question mark about trust. How do you find someone who you trust to check on your elderly relatives, particularly when the live a long way away from you? And how much more difficult when families are estranged from one another?

As usual, more questions than answers. We need a way for technology to build real communities. I haven't found it yet, but it's something I feel really passionate about.

Related links:
Interesting to see this reported internationally:
http://www.cbsnews.com/stories/2008/01/10/ap/strange/main3694866.shtml