3D voyage from cinema screen to cereal box

By Katia Moskvitch Science and technology reporter, BBC News

3D Nestle Rio campaign A 3D bird from the film Rio comes to life thanks to augmented reality and a cereal box

Still not very used to having a full-size car jump out at you from a billboard?

3D Nestle Rio campaign A 3D bird from the film Rio comes to life thanks to augmented reality and a cereal box

Still not very used to having a full-size car jump out at you from a billboard?

Or seeing a building you pass on your way to work suddenly crumble to pieces - only to be rebuilt seconds later?

Such realistic 3D content, once constrained to four cinema walls and seen via clunky glasses, is starting to pour from pretty much anything with a screen. More and more businesses are embracing the technology, using 3D for adverts on giant screens and cereal boxes, or by helping you pick furniture through an immersive online 3D experience.

It is also appearing on mobile devices - the first 3D advert has recently been launched for the iPad.

Despite being around for decades, companies around the globe are constantly experimenting with different ways to relate to consumers using 3D - via 3D TVs and cinemas, or billboards in airports and bus stops - what is known as digital signage.

But some firms have more innovative solutions to try to engage the viewer.

Feeding the bird

Nestle, the Swiss food and nutrition company, used the help of a French firm Dassault Systemes to engage people with… a cereal box.

Equipped with a box of Chocapic Nestle cereal, you type in the internet address provided and turn on your webcam.


Ford Focus Cam 3D project Ford Focus used 40 cameras to create a Matrix-like still-frame 3D video effect

You are then directed to a page featuring characters from an animated 3D film Arthur and the Revenge of Maltazard.

Holding the box in front of the computer, all of a sudden you see yourself on the screen as in a mirror - but the box in your hands comes to life and transforms into an augmented reality game console. As you tilt the box, the technology detects your movements in real time - and you can play a game on the screen. For more information please click here: http://bbc.in/m9NyR4

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