This new app will enable visitors at MWL2010 to keep up-to-date with real-time feeds and provides a wealth of practical information on exhibitors and itineraries. Furthermore, augmented reality geotagging offers detailed information on the best places to grab post-exhibition dinner, drinks and hotels.
Combining image recognition with augmented reality, the “revolutionary” MWL2010 iPhone app is packed with the latest digital technology. The app’s image recognition function enables visitors to source exhibitors’ Twitter feeds, websites and contact numbers, simply by pointing their iPhone at the exhibitor’s logos.
The app’s augmented reality geotagging – courtesy of The Hedonists’ Guide – enables the user to locate local restaurants, bars, clubs and hotels. The phone uses its internal GPS to coordinate where the user is in relation to the local amenities. The app also comes with general data to keep the user updated on general show information, Twitter feeds, itineraries, schedules and keynote presentations.
Augmented reality takes a real life scene and virtually layers explanatory data on top, giving the user a significantly more detailed understanding of their surroundings. While augmented reality has been in use for a few years, this is the first ever live event to take advantage of the technology.
Mark Choueke Editor of Marketing Week, says, “This app will arm MWL2010 visitors with real-time knowledge of everything going on at Marketing Week Live and provide them with a fantastically interactive exhibition experience during the two days. Such apps will change the landscape of future exhibitions and we at Marketing Week are delighted to be leading from the front.”
Richard Skaife, YuzaMobile CEO, who produced the MWL2010 app, states, "It’s great to see the UK's number one exhibition for marketers truly leading the way with the use of augmented reality and image recognition - arguably two of the most talked about breakthrough technologies of the moment. We are proud to showcase the future at Marketing Week Live."
