I’ve been ruminating all weekend on this video, created by the good folks at Moving Brands. In summary: they found that a white paper on ‘Living Brands’ dated quickly, as is the nature of such documents. Rather than republish the document in a new iteration, they decided to employ augmented reality as a means of updating the document in real time. Essentially, anyone who has purchased the publication will find that the document is truly evergreen.
This has profound implications, I think. Consider the possibilities for large-scale publishers: A subscription to a printed medium could be delivered as a series of iterative updates, rather than hard copies of content. Consider the ability to update textbooks on the fly. The possibilities presented by AR have been well-documented, although rarely in a context so sublimely simple as those demonstrated by Moving Brands, who had the good sense to turn what appeared to be the problem of rapidly-evolving data into an opportunity to demonstrate a solution which not only supports the product (their publication), but their way of thinking.
Related posts:
- The diminishing value of abundant content
- Access via Extraction?
- “Your users don’t care that it’s hard…”
- Really Small Formats, Really Big Brands
- Transparency Paper Two: The Kubrick Archives and the Power of Conscious Decisions