Augmented reality (AR) has been one of the coolest functions of smartphones from the last year or so, but this function has largely been used in conjunction with sat nav apps and shopping apps. This year at the MWL (Marketing Week Live) from June 29 – 30, however, the event is going to set the bar higher than ever before for AR technology. The once yearly event is about to claim the first ever augmented reality iPhone app, designed exclusively for a live exhibition.

This new app will enable visitors at MWL2010 to keep up-to-date with real-time feeds and provide practical info on exhibitors at the event. Apart from AR, what’s great about the application is that 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.

Here’s the official press release…

MWL2010 augments reality with visionary app
Ground breaking iPhone app sets the benchmark for the UK’s largest marketing event

The first ever augmented reality iPhone app, designed exclusively for a live exhibition, is being launched in conjunction with this year’s Marketing Week Live (MWL2010) at Kensington Olympia, from 29th – 30th June..

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 “

Though at this moment searching on the App Store, I couldn’t find the application available for download, I’m sure it will be available in due course. So if you’re an iPhone user and thinking of heading to the MWL this year, why not download and try out the latest in technology app in the next few days, it’ll keep you updated, and also stop you from getting lost!

Thanks to Matt for the tip!