Ikea Brings Augmented Reality to 2013 Catalog (Video)

Ikea has 211 million ways to make an impact with augmented reality.

As the Los Angeles Times reports, the brand's big new catalog - delivered to over 200 million people at end of this month - will feature an invitation to download a new Ikea catalog app, which will then give you access to photo galleries, a video story about the designer, and even an X-ray view behind, say, cabinet doors.

In general, I'm profoundly in favor of using augmented reality to add interactivity into print publications. But I think any third party AR app should be the avenue for doing that. If the consumer needs to download a branded app, the app itself should just become the catalog, complete with all these other features.

But overall, I have to give kudos to Ikea, its team at McCann and everyone else involved with this initiative.

And overall, as I write in my book THE ON-DEMAND BRAND, everyone should be clear that digital doesn't/shouldn't disrupt print/traditional media. It empowers it in amazing new ways.

Read more about the Ikea AR initiative here.

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