For Wall-E, Disney's new DVD movie, a print advertisement appeared in the Dutch tv guide Totaal TV. Holding this up to the webcam you wouldn't see just the magazine, but you could see Wall-E come to life too. With moving images and sound. A typical example of augmented reality, an added reality.

Future Vision by Erwin Van Lun on this article

So all products come to life. Whatever we’ll point at, there’ll always be something to say about it. Whether it’s a tree, a bicycle, a bag of dirt, the neighbour’s four-year-old, or a 1972 Ferrari, augmented reality ensures that we find out everything ever made available. This is just a beginning.

Related trends

• Product activation

• in Dutch