| 3 hours ago
Today, the New York Times introduced a new augmented reality campaign focused on the Winter Olympics, with activations highlighting figure skating, speed skating, snowboarding, ice hockey and ice dancing. At key moments in the story, the text fades away to reveal a 3-D image of an athlete or athletes, placed in the room in which the story’s being read.
The AR activation focuses on three U.S. athletes, and one Austrian: figure skater Nathan Chen, mid-air in a quadruple jump; short track speed skater J.R. Celski, low in a tight turn; hockey goalie Alex Rigsby, splayed across the net mid-save; and Austrian snowboarder Anna Gasser, frozen mid-spin and mid-jump. Walking around each of the athletes opens up new points of view and informative detail about specific parts of their sport.
The campaign makes use of the just-introduced AR capability in the New York Times iOS app. A limited version is available for Android devices and web browsers; full AR support for these devices is yet to come.
According to Graham Roberts, head of immersive platform storytelling at the New York Times, it was crucial to develop an integrated approach: first, locating AR within the New York Times app, rather than in a separate download, and second, finding a way to integrate each AR experience inside a story, like any other piece of multimedia.
“There’s a whole language that needs to be learned on both sides, the producers and the consumers,” said Roberts.
Read more here: http://www.adweek.com/digital/inside-the-new-york-times-winter-olympics-ar-experience/