Clean Those Goggles, It's Time For Window Shopping with GoldRun.
As mentioned in our "Enhanced Environment" series, specifically the post "Will You Remove Your World Lenses?", the potential use and abuse of modifying our perception of reality is becoming more, and more, real on a regular basis.
Brought to our attention via the "Spark of Genius Series" from Microsoft BizSpark on Mashable, the GoldRun iPhone application (iTunes link) has trademarked itself as "a brand new reality".
This application adds virtual items to the reality viewed through your iPhone's camera, the ingenious flexibility of GoldRun is that those virtual items can be utilized in any number of ways. For example, the launch campaign with H&M created "scavenger hunts" for virtual items and a discount for collecting all ten items. Other brand advertisers have (and will continue to) create additional ways of utilizing the virtual goods.
Using this technology the customer gains the ability to virtually "try on" goods or engage with spokespeople among other ideas. Consider the possibility of an advertiser adding their virtual item whenever your camera recognized their competitor. Alternatively, imagine a suggestive plate of nachos being added to your table when your beverage is delivered... looks good doesn't it? Why don't you ask your server for an order?
Finally, as I stated in the above-mentioned post: I am certainly not a fear-monger, just a realist and I see the possibility for great abuse as well as great service.