Orange tests augmented reality on the mammoths at Antipa museum

Newsroom 29/06/2012 | 13:32

Orange Explorer, an application for the mobile phone based on Augmented Reality was launched with two activations: Antipa and Graffiti.

The application was created by HyperActive and Mobile Works and is available on iPhone and Android-compatible phones, supporting the communication program Orange Young and the website Nelimitează-te.ro

This is “among the first concepts of mobile applications in Romania which has as central point the Augmented Reality technology which renders spectacularly animated graphic elements,” says Ersilia Baragan, mobile marketing specialist Mobile Works, who explains that the application was conceived “as a web portal under which several activations will be launched, which will run simultaneously, each of these focused on a certain target and concept and each with its own promotion and mechanisms,” said Ersilia Baragan, mobile marketing specialist Mobile Works.

The Antipa activation is made for the Grigore Antipa Museum of Natural History in Bucharest, proposing mobile phone users a journey back in time to see two species of mammoths in motion.

The second activation, Graffiti, was conceived as a competition for young people, centered around the urban art concept, which encourages users to try their creative talent via an online applications that simulates graffiti drawing.
Otilia Haraga

 

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