Augmented Reality, commonly known as AR, has been in existence since 1968. However, it wasn't until the phenomenal success of Pokemon Go in 2016 that AR truly captured the attention of the masses. Despite a slow start, AR has steadily gained popularity over the years, and experts believe that it is poised to become a dominant force in the tech industry.

In addition to traditional AR, there is now a new contender on the scene - WebAR, also referred to as web-based Augmented Reality. You may have heard whispers about it or stumbled upon it while surfing the web, but what exactly is WebAR and how does it function? Let's delve into the details and find out...

What is WebAR?

Picture this: You're casually browsing the internet, scrolling through your favorite websites, when suddenly, you come across a link that promises an incredible augmented reality (AR) experience. Intrigued, you click on the link and find yourself transported to a whole new world, all thanks to WebAR. But what exactly is WebAR? Let's dive into this fascinating phenomenon and uncover its secrets.

WebAR is the perfect fusion of web technologies and augmented reality, allowing users to access AR content directly through their web browsers without the hassle of downloading additional software. It harnesses the power of familiar web technologies like HTML, CSS, and JavaScript, combined with specialized frameworks and libraries specifically designed for AR development. With these incredible tools at their disposal, developers can create captivating AR experiences that seamlessly work within a web browser.

So, the next time you stumble upon a link promising an immersive AR adventure, you'll know that WebAR is the magic behind it all.

How does it work? 

Version 1: 

Curious about how it all works? Well, WebAR is powered by HTML, CSS, and JavaScript to create mind-blowing augmented reality experiences. These technologies provide the foundation for designing web pages, styling content, and adding interactive elements. To take things up a notch, specialized frameworks like A-Frame and AR.js offer advanced features specifically designed for AR development.

Now, let's talk about how WebAR brings virtual content into the real world. It uses different tracking techniques to seamlessly overlay virtual objects onto your surroundings. With marker-based tracking, AR content is anchored to specific markers or images. On the other hand, markerless tracking uses smart computer vision algorithms to track your device's position and orientation relative to the environment. This ensures that virtual objects are placed accurately within your surroundings.

One of the coolest things about WebAR is its compatibility with a wide range of devices. Whether you're using a smartphone, tablet, or desktop computer, as long as you have a compatible web browser, you can dive into WebAR experiences without any hassle. It doesn't matter if you're on iOS, Android, or any other operating system – WebAR has got you covered!

Now, let's talk about how you can engage with WebAR content. It's as easy as pie! Just open up your web browser and navigate to a specific URL. Once you're on the webpage, you might be asked to grant permission to access your device's camera and other sensors needed for AR magic. Once you give the green light, the AR content will be seamlessly overlaid onto the real world captured by your device's camera. 

Prominent Case Studies

WebAR has revolutionized the digital landscape, and its impact can be seen through various case studies. These real-life examples highlight the immense potential and advantages of using WebAR across different industries.

Jumanji: The Next Level

Sony collaborated with Trigger—The Mixed Reality Agency to develop an extraordinary web-based augmented reality encounter for the highly anticipated movie sequel, Jumanji: The Next Level. This innovative experience allowed Jumanji enthusiasts to delve into new gaming levels within an immersive environment, all without the hassle of downloading an application.  The remarkable aspect of this venture was the significant amount of time fans spent in the Jumanji universe, surpassing the industry average by 2.5 times. With an average dwell time of over five minutes, this star-studded WebAR encounter truly captivated audiences.

Ultra Appeal

Ultra Appeal, the renowned luxury perfume reseller, has taken packaging to a whole new level by incorporating WebAR. Their goal was to create an unforgettable and immersive experience for their discerning clientele. With Ultra Appeal's augmented reality packaging, the act of unwrapping a perfume becomes a captivating multi-sensory journey. 

By scanning the QR code on the packaging, customers are transported to a virtual world where they can explore the fragrance notes, delve into the inspiration behind the perfume, and appreciate the artistry behind each bottle. This innovative WebAR experience adds an extra touch of elegance and delight, transforming the purchase of perfume into a truly remarkable sensory experience.

Ponds - Unilever

Unilever, a renowned London-based public limited company, is dedicated to providing an extensive range of consumer goods brands to customers across 190 countries. To captivate and engage the younger generations, Millennials and Generation Z, Unilever embarked on creating a marketing plan that would truly resonate with them. As part of this initiative, they developed an innovative WebAR game that required players to use their heads and faces to burst bubbles.

The game was ingeniously designed to enhance the player's skin, making it more radiant and glowing with each bubble burst, much like the effect of Pond beauty cream. Upon completing the game, users were presented with the exciting opportunity to add the products to their cart and receive exclusive discount vouchers for their next purchase.

Pink Floyd

Sony Legacy Recordings teamed up with agency Draw & Code to create a mind-blowing WebAR activation for the highly anticipated release of Pink Floyd's The Later Years, an 18-disc box set. Their mission was to transport fans into a mesmerizing world where the band's iconic music and album artwork came to life.

The Pink Floyd Later Years WebAR Experience made its grand debut just before the holiday season, captivating the hearts of fans worldwide. In a matter of days, tens of thousands of people from approximately 140 countries eagerly immersed themselves in this extraordinary digital journey. The numbers speak for themselves, with over 76,000 user sessions and an average dwell duration of one minute and forty-seven seconds.

As the WebAR activation spread like wildfire, fans couldn't resist capturing the magic and sharing it with the world. Social media platforms were flooded with a plethora of awe-inspiring visuals, courtesy of Pink Floyd enthusiasts across the globe. The power of music and technology united, creating an unforgettable experience that left fans craving for more.

Applications of WebAR

The versatility of WebAR extends across various industries, offering innovative solutions and enhanced user experiences;

1. Retail: 

With the power of WebAR, you can now virtually try on clothing, accessories, and cosmetics, revolutionizing your online shopping experience. Say goodbye to the hassle of physical store visits and embrace the convenience of trying before you buy.

2. Education: 

Step into the world of interactive learning with WebAR. Students can now dive into immersive simulations and visualizations, making complex concepts come to life. Say goodbye to boring textbooks and hello to an engaging educational experience.

3. Marketing: 

Get ready to captivate your audience like never before with WebAR. This cutting-edge technology is taking marketing campaigns to new heights, creating interactive experiences that leave a lasting impression. Say goodbye to traditional advertising and hello to a whole new level of brand engagement.

4. Real Estate: 

Explore properties from the comfort of your own home with WebAR. Virtual property tours and visualizations allow you to get a feel for a potential new home without stepping foot inside. Say goodbye to endless property visits and hello to informed decision-making.

Final Thoughts

WebAR is revolutionizing the world of augmented reality, providing users with a smooth and convenient means to engage with digital content. With constant advancements in technology, we can anticipate remarkable innovations and applications in diverse industries. By harnessing the capabilities of the web, WebAR is reshaping our interaction with digital content and opening doors to captivating and immersive experiences in the digital realm.