Autonomy's Aurasma app at work...
Enterprise software maker Autonomy launched a beta version of its Aurasma augmented reality app earlier this year.
The app is already being used as a marketing tool by a number of companies including media agency Mediacom, shoe manufacturer Tsubo and luxury yacht maker Wally.
The application uses the camera on a smartphone or tablet to recognise images and add an interactive layer of content over the main image. Aurasma is able to generate 3D animation, video and games using camera images as the starting point.
The app is shown in action with an advert for the recently released Bridesmaids movie. The user hovers the camera over the advert and the Aurasma app recognises the image and adds its own elements.
Once the Aurasma app has locked on to the film poster image, it overlays an animated image of the poster including audio quotes from the film, followed by the film's trailer.
This particular use of Aurasma was developed in collaboration with Universal Pictures and Mediacom.
Aurasma is also embedded in the app for the Stephen Spielberg and JJ Abrams sci-fi flick Super 8 made by Paramount Pictures.
The first use of Aurasma in a print advert was for luxury yacht manufacturer Wally in the Financial Times. An iPad equipped with the app is shown capturing the Wally advert above.
When the application recognises the image, it creates a water ripple effect before revealing the augmented reality content.
The Wally advert becomes a video showing the company's yachts in action. Due to the way the application locks on to the real image, the user can rotate the device as shown above and the overlaid image will stay in the same position as the actual advert relative to the device.
Shoe maker Tsubo has also implemented Aurasma for its brochures and other print materials.
Aurasma is able to convert the photo of a shoe being made in the Tsubo brochure into an animation showing how the shoes are manufactured.
The Tsubo version of Aurasma also allows the user to access video content by scanning an image from the brochure - in this case, a video showing how the shoes are made.
Autonomy has also dreamt up more potential uses for Aurasma, including this lighthearted way of modifying famous works of art, as shown in this demo with the Mona Lisa...
...and projecting objects on to famous landmarks like this dinosaur clambering over Buckingham Palace.