December 21, 2009
Experience Augmented Reality with Serial Cut and Goodby Silverstein
Goodby, Silverstein & Partners launched the “Plug into the Smartgrid” Augmented Reality campaign for General Electric. The power grid that energizes America hadn’t been updated in 112 years and GE was doing major overhauls. To educate consumers about GE’s powergrid updates, GSP developed the first campaign ever to use Augmented Reality. People were invited to print out a special AR marker that could be held in front of a webcam for a virtual experience of the Smartgrid.
The response went beyond expectations. What first started as paid media took on a new meaning when the campaign blew up on the blogosphere and began getting picked up by media outlets such as The New York Times, the official publication of the United Nations, Popular Science, and The Wall Street Journal. The augmented reality demonstration video on YouTube received over a million hits, which was then followed with over 80,000 views of user-generated videos of Augmented Reality.
To demonstrate the success of the campaign, GSPSF hired Serial Cut to build 3d information graphics for an animated case study. The engaging two and a half minute video demonstrates facts and figures from the campaign in a light-hearted tone, paired with the 3d informational graphic world that Serial Cut created. The case study is shown above, to view more work from Serial Cut click here.
