Lego creates a box that let’s you see what’s in the box [huh?]

Posted on 23. Jan, 2009 by Jonathan Cherry in Advertising

The technical term for it, if you can handle jargon on a Friday morning with one eye on the cricket, is Augmented Reality Marketing [cough - splutter].
Our definition: 'These are digital interfaces which enhance real-world objects with animation or additional marketing content.'

Lego [the toy block that you still secretly want to play with] have tapped into this fancy tool and created the Digital Box. The idea is that while you're browsing in the toy shop, you slap a standard box in front of the device and WHAM – the digital box shows you what gets built. Future versions may even have Mr T building it for you…maybe.

"This interactive terminal will utilize innovative technology supplied
by metaio in the form of a software program specially-developed for the
LEGO Group by the Munich-based experts in
augmented reality solutions. Together with a camera and display screen,
the software lets LEGO packaging reveal its contents fully-assembled
within live 3D animated scenes.”

It sounds like a bit of a gimmick, but just the act of getting potential buyers to interact in a different way with the product is worth the experiment effort.

Watch out for more 'shoppertainment' like this in the years to come.

More:

Lego's Digital Box – NOTCOT

5 Responses to “Lego creates a box that let’s you see what’s in the box [huh?]”

Shane

23. Jan, 2009

Currently with the Lego Digital Designer you can upload your design and order all the bits. But it would be great if this box dispensed your custom model on the spot with a nice little box of your own (of course with a picture of your creation on the front and the associated building plan). Cool! No waiting.
I most certainly still build with the kids whenever they let me.
Evan

25. Jan, 2009

Cool thing from Legos! I love Legos and used to play with them all the time. It’s nice to see they are still around and innovating.
onelargeprawn

06. Feb, 2009

I’m more the “Lego for Adults” kinda guy
http://www.onelargeprawn.co.za/2009/01/21/lego-for-adults/
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22. Jun, 2009

I love Legos and used to play with them all the time. It’s nice to see they are still around and innovating.
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24. Jun, 2009

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