The integration of physical and digital data has resulted in a mixed-reality environment which offers unprecedented possibilities for engaging with acoustic content. This shift from purely virtual simulations to ones that incorporate real-world elements opens up doors for further exploration into this realm (Franinović, Serafin, 2013). Augmented Reality (AR) mobile app advertising is becoming increasingly prevalent as it can draw users deeper into interactive experiences and generate positive customer reactions more effectively than traditional advertising methods (Sung et al., 2021). Augmented Reality (AR) is a technology that significantly changes how humans interact with their environment. By layering digital information onto physical objects viewed through cameras on devices such as smartphones, tablets and computers, AR provides an enhanced perception of reality in real-time - boosting awareness and performance for those who use it (Yaoyuneyong et al., 2016). Through its ability to be downloaded with internet connections across all these device types, AR could potentially revolutionise our understanding and experience of everyday life (Obst & Troller, 2009). People now demand to participate in interactive experiences when engaging with companies’ marketing campaigns (Scholz and Smith, 2016). Augmented Reality presents several options capable of enhancing the user experience: AR markers that allow cameras on cell phones to display pertinent information by identifying visual indicators like barcodes; Superimposition-based AR, which substitutes or modifies existing images according to object recognition technology (Feng and Mueller 2018, Verhoeven 2021).
To create a functional mobile interface, I employed Unity's Engine and Vuforia, an augmented reality SDK which allows application development for portable devices. Benefiting from the publishability on any platform that supports Vuforia, my focus was centred on developing Android apps rather than Apple's iOS counterparts, requiring more intricate steps to deploy. Careful trial and error led me to establish the optimal workflow with Unity & Vuroria in this context: Unity will be used to create a new AR application for this project. The Vuforia Engine and its license must then be imported to facilitate uploading an image target into Vuforia's library. Later, 3D models with textures and materials should be downloaded as FBX files before being tested using the webcam (see appendix). Consequently, when completed successfully, an Active Print/Packaging app can give users access to digital information by scanning any printed material containing special AR features via their mobile devices or computer screens.
My initial sonic branding assets were in MP4 format, which sparked a challenge for me - finding ways to make them compatible with Vuforia on Android devices. After downloading a Tv Model and creating the video components within it, I found success through C sharp scripting that enabled proper video playback. Augmented reality retail apps are known to offer 3D product information. However, the incorporation of gamification11 can further intensify consumer engagement. To create a more interactive experience for the application, three buttons were added to trigger the playback associated with an audio logo, the commercial and UI elements. Of these three buttons, the first and third buttons activate the logo and the commercial; if the one in the middle of the support is pressed, nothing will appear. This is because I wanted to justify the implementation of the UI sounds for “error” and “complete action”. Finally, the reason behind the choice of videos to implement in the app where dictated by duration, so I opted for the shortest commercial. In fact, due to people's short attention spans, timing is critical, especially in sonic branding.