versatile interactive technology bringing virtual objects to life in your hand
MagicSymbol is a versatile interactive technology developed by Inition. Based on augmented reality technology, MagicSymbol can be used to create stunning presentations for product launches or exhibitions as well as a 21st century reveal technology as used by Samsung at the Winter Olympics Torch Relay and The O2's launch promotion.
Inition recently created an augmented reality campaign for leading international perfumery Givaudan. Working with Amigo, Inition produced a 3D animation to showcase their perfume and the main ingredients that go into creating the fragrance. The campaign was shown in June on a large screen at Givaudan’s perfume symposium in Cannes.
Using Inition’s MagicSymbol application, the user holds up their invitation card to the webcam to start the animation. A perfume bottle appears and the lid pops off to reveal a misty aroma followed by four of the main perfume ingredients: Mimosa, Bergamot, Iris & Jasmin. All the ingredients then circle the bottle to demonstrate how the fragrance is created and then fall back into the bottle to form the key notes of the perfume. The bottle fades out to reveal Givaudan’s animated logo and strap line “Givaudan – Engaging the Senses”.
Audi A1 Launches with Interactive MagicSymbol Campaign 07 June 2010
Inition’s web-based augmented reality application MagicSymbol has been used in Audi’s latest campaign promoting the forthcoming Audi A1 compact hatchback. Interactive touch-screen kiosks are being installed in Audi centres nationwide to allow customers to interact with a 3D ‘photo-real’ version of the car before it arrives in showrooms this autumn.
By downloading special software from www.audi.co.uk and printing out a ‘MagicSymbol’ the same special effects can be replicated at home on webcam-equipped computers. Users simply hold up a special ‘MagicSymbol’ printed in the A1 brochure or downloadable from the internet, and the technology recognises this and merges an A1 model into real footage in real-time.
Users can rotate the car, expand or contract it, roll it forwards and backwards and pan right into the interior by simply moving the MagicSymbol pad in relation to the web cam. The technology will enable customers to get a real ‘feel’ for the A1, before it hits showrooms in October.
Popular children's card game Top Trumps launched its first ever 3D collection at Hamleys Toy Store, London. The new 3D packs use Inition’s MagicSymbol technology and extends game play to an interactive on-screen experience.
Players simply hold the cards in front of a web cam and MagicSymbol technology unlocks immersive 3D augmented content, posing new questions and displaying live stats as the player interacts with the computer. The first Top Trumps game to go 3D was Bugs where a life-size tarantula literally jumps out of the players hand. Inition did all the 3D CGI work and animated the characters to enable user interaction and control.
3D versions of Horrible Histories, WWE (World Wrestling Entertainment), Transformers 2, Star Trek, Ben 10 Alien Force and Spongebob Squarepants are out next.
Portugal Telecom Rebrand With MagicSymbol 09 June 2009
To unveil Portugal Telecom’s new company branding Arcstream contacted Inition to implement MagicSymbol using a never-before-seen method at a large scale event.
Projected on to a massive 26.9m screen lit using 6 projectors, high quality broadcast cameras were also utilised to allow for maximum integration of MagicSymbol with the AV equipment and sequencing systems.
The event held for Portugal Telecom stakeholders and the media, saw Zenial Bava CEO of Portugal Telecom take to the stage and give various presentations throughout the day before the final unveiling of the company's new logo to audiences of up to 5000 people. Henrique Granadeiro Chairman of Portugal Telecom, along with the board of directors also joined Mr. Bava on stage to experience holding their new logo in augmented reality.
MagicSymbol Draw the Crowds for Boston Scientific 03 June 2009
With healthcare professionals from the medical industry attending across three days of exhibiting, TwentyFirst contacted Inition to implement 3D models and animations created by TwentyFirst’s 3D artists of Boston Scientifics’ latest products. Bringing life to complex inanimate objects, the exhibit effectively drew the crowds towards Boston Scientifics’ stand.
Inition's AR Hoodie featured in Wired Magazine 08 May 2009
When Wired magazine asked Inition to create an augmented reality animation for them, we made them a virtual MagicSymbol hoodie, which was featured in the magazine recently.
BMW initiated an online augmented reality campaign to promote the launch of the BMW Z4. Inition worked with Dare to create a unique interactive online brand experience supporting the TV campaign in which a roadster is steered across a blank canvas with the tires providing paint trails and colourful ‘expressions of joy’.
Powered by Inition’s augmented reality technology MagicSymbol, users can now create their own ‘expression of joy’ online. Users can test drive a virtual 3D Z4 and record their paint trails via the webcam and upload videos of their creations to YouTube. The augmented reality application is complemented by content on Facebook and YouTube.
Inition's / Dare's BMW campaign was rated number 1 in a run-down of the best AR campaigns. See the run-down for yourself here (we also got the number 6 slot for our Toyota IQ campaign).
MagicSymbol Utilised to Promote Toyota IQ 06 April 2009
For the promotion of the new Toyota IQ Inition worked with digital agency Glue to create an interactive experience that engaged viewers.
Further development of MagicSymbol enabled the campaign to utilise new features, more effectively communicating Toyota’s brand message. To convey how much had been packed into the new IQ, an exploded view using over 200 separate parts of the IQ was animated, and in the end product, activated by rotating the card in front of the camera. To create the sensation of driving Inition set the directional tilting of the MagicSymbol card to enable the user to drive the IQ in a road setting that supports the dynamic visuals of Toyota’s new IQ campaign.
World Future Energy Summit Benefits from MagicSymbol 23 January 2009
The World Future Energy Summit was the setting for another remarkable use of Inition’s augmented reality MagicSymbol Technology.
To fully explain the hydrogen energy process in an engaging way to prospective clients, Inition worked with Atticus to produce an animated hydrogen energy plant that would identify the various stages of the process along with the added environmental benefits in the form of carbon capture. After this animation some lucky participants were awarded prize
Toyota MagicSymbol Promotes Hybrid Technology 13 January 2009
Toyota have deployed Inition’s MagicSymbol technology at the Sydney Motor Show to reveal the inner workings of their hybrid cars. With a brief to create an engaging experience that would convey the benefits of hybrid vehicles, Inition worked with marketing agency George P. Johnson to create a range of MagicSymbol animations describing the many advantages of Toyota’s Hybrid Synergy Drive.
The results were so impressive Toyota elected to use MagicSymbol as part of the "media reveal" which included Australia’s first look at the new Hybrid Camry. Displayed on a massive four metre screen, up to five hundred journalists were able to view the inner workings of a Toyota Prius interactively displayed using MagicSymbol technology.
Oxford Brookes Visualise Construction Project with MagicSymbol 25 November 2008
With the design of their new student centre complete, Oxford Brookes University contacted Inition with a view to promoting their future construction project in an exciting, effective and novel way. Working closely with the architects, Inition provided Oxford Brookes with a detailed MagicSymbol System that drew the crowds at the university’s main communal areas.
Grant's Whisky Launch MagicSymbol Bar Promo 27 October 2008
Platypus Productions approached Inition to create a crowd drawing competition to support the new “Grant's, try a different angle” campaign in various clubs and bars in cities across South Africa, including Cape Town, Durban and Johannesburg. Participants were invited to try their luck at winning various prizes, from free drinks to iPods, to link with the campaign. Winners were determined by the angle at which a spinning Grant's Whisky bottle landed on their symbol card.
MagicSymbol brings hi-tech magic to BBC's Merlin launch 22 September 2008
For the launch of the BBC’s flagship Saturday night TV show Merlin, Inition were briefed to recreate the magic of the show using our MagicSymbol technology, for a joint cinema and website download campaign.
Installed in 10 cinemas across the UK, Merlin MagicSymbol Kiosks wowed thousands of cinema-goers with magical animation and exclusively shot video content featuring actor Colin Morgan in the title role.
Over the 3 week cinema campaign period MagicSymbol was deemed a highly successful campaign when compared to other marketing campaigns in the same environment, with 45% of cinema goers directly interacting with the Merlin MagicSymbol installation. Sample the magic yourself by downloading the software here (PC+webcam+printer required), or on the BBC’s Merlin site.
QinetiQ Commission MagicSymbol for Stand Attractor 04 August 2008
To promote QinetiQ’s new threat-detection and classification software, Optasense™, Inition were commissioned to create 5 MagicSymbol stand attractor animations that would effectively communicate the unique benefits of Optasense when compared to rival systems.
With this in mind the programmers and 3D artists at Inition combined video and audio synched with 3D animation to create eye-catching visuals which effectively drew the crowds to QinetiQ’s stand at the 2008 International Pipeline Exposition held in Calgary, Canada. The event was attended by delegates from around the world.
MagicSymbol Brings Puremax Alive for Croda International 10 July 2008
To promote Croda International's new omega 3 technology PureMax™, Inition worked closly with Croda to design a character that would promote their brand in the format of a competition at up and coming trade shows.
“It was great to see Mr Puremax come to life in a 3D animation! A really original way to draw people to our stand at Vitafoods in Geneva this May, proving to be an effective way to introduce current and prospect customer to our PureMax™ offer in a fun and novel way. We can’t wait to put it into action at another exhibition later in the year!”Laura Kelly, Croda Health Care, Marketing Co-ordinator
Kia Kiosk Enhanced With MagicSymbol 03 January 2008
To promote Kia’s new three door Pro_cee’d Inition created a MagicSymbol package for a custom kiosk that promoted the car, 7 year warranty and Kia’s new advert, supporting the “Designed to change your mind” campaign.
Inition's MagicSymbol technology promotes opening of The O2 28 June 2007
Inition's MagicSymbol technology is being used in its largest roll-out to date, to promote the launch of London's newest and most hi-tech entertainment venue in Greenwich: The O2.
Mobile car-mounted units are visiting busy stations, squares and markets around London for a 5 week period during The O2's launch in June/July 2007. Each of the 500,000 MagicSymbol cards are prize-winning. A third kiosk unit inside The O2 allows participants to redeem their card for a prize voucher. Prizes include 2 for 1 meals, free drinks and cinema, concert and sports event tickets at The O2.
Keymed Deploy MagicSymbol as a Stand Attractor 04 September 2006
Keymed deployed MagicSymbol as a stand attractor during a series of exhibitions across the US. MagicSymbol was run as a competition, with each card a prize-winner. The top prizes were Olympus digital cameras.
Samsung showcase MagicSymbol™ at the Turin Winter Olympics Torch Relay 2006 19 January 2006
Presented for Samsung at the Turin Winter Olympics Torch Relay 2006, MagicSymbol™ is the next generation of 'reveal' technology, providing a unique competition experience inviting multiple players to show their cards to a camera mounted alongside a screen. Move and spin the card around, and an animated model, or "magic symbol", stays glued to the surface.
Inition’s MagicSymbol™ system uses tried and tested Augmented Reality technology, combined with consumer displays, camcorder and a standard Windows PC to create a compelling interactive effect.
MagicSymbol
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