Wednesday, May 13, 2009


Papermotion is the latest example of an augmented reality technology. The system allows newspaper readers to digitally interact with advertising. Developed by the French company Total Immersion in collaberation with the Australian Dreamscape Group, Papermotion should be the first mass produced augmented reality product that can be utilised on a campaign by campaign basis.

Total Immersion are also currently working on a campaign with 20th Century Fox for the film Night At The Museum 2. This is due to go live on 17 May. "The fact that consumers can literally interact with our print advertisements in a way they never have before was a big selling point for us," said Marc Wooldridge, managing director of 20th Century Fox.

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