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Domino's Turns Boxes Into Augmented Reality Dance Fests (Video)


Wow this video is tough to watch - but the innovation behind it is fun.

Domino's Japan has launched an iPhone app featuring Hatsune Miku, a hugely popular, yet completely make-believe, virtual music star.

Via the app, users can place their pizza orders directly from Miku, check order status in real time, review Miku-inspired uniform designs created by the Domino's staff, shoot their own photo ops with Miku, and much more.

But the best feature comes once your pizza is delivered: Point your phone at the box and enjoy a special augmented reality performance from Miku, right on the box itself.

In my book THE ON-DEMAND BRAND, I look at Domino's long history of innovaton - including the ability to order pizza right through TiVo, a personal favorite.

While this particular AR initiative is uniquely appealing to its market, you an see how similar experiences could be deployed here.

In fact, as I write in the book, Papa John's has already done it: The brand recently affixed AR marketers on 30 million pizza boxes, enabling users to hold the boxes up to their webcams and use their keypads to drive an animated 1972 Camaro to commermorate the car CEO John Schnatter sold in 1984 to raise money to open his first pizza parlor.

Okay, it's not Hatsune Miku.

But it's a start.

Read more about Domino Japan's AR experience here.

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