This augmented reality kiosk called "DIGITAL BOX" has been developed by LEGO Digital Systems and metaio. After an evaluatiion phase it is now rolled out to LEGO brand stores worldwide and is widely considered to be one of the best examples of augmented reality in marketing.
Ideally, customers want to hold the product in their hands and look at it closely from all angles. But for products like LEGO sets, it can take hours of construction before you know what the toy really looks like.
Children of all ages can now hold LEGO boxes up to the DIGITAL BOX and watch a 3D animation of the product - from all angles, in every detail - in their hands. This is made possible by metaio, which fuses virtual 3D animations into a live video of the completed LEGO set.
While this is a pretty slick implementation of augmented reality in a youth marketing context, I think it actually is a powerful example of how a brand can leverage augmented reality as a digital storytelling tool.
It's one thing to look at the picture on the box, but to see the LEGO set come to life in 3D that provides youth marketers with exciting new opportunities to create a virtual storyline that draws the customer deeper into the world of LEGO and allows them to connect on a deeper, emotional level with the brand.
Sorta Related: LEGO to Launch Line of Youth Electronics