| | SEPTEMBER 20218AUGMENTED AND VIRTUAL REALITY IN TODAY'S WORLDBy Mayank Singh, Head of Digital, Technology and Marketing Departments, Domino's Pizza [NYSE: DPZ]IN MY OPINIONThey say, "It all starts with a dream," but the irony here is that the first augmented and virtual reality (AR/VR) that is believed to be started in 1838, when Charles Wheatstone invented the Stereoscope, is actually not the first. The first AR/VR existed from the time humans started dreaming. Your dreams are actually the first, but non-technological, AR/VR experience in your unconscious vogue. Over a period of time, with the help of technology, humans have evolved it to make the experience available in a conscious mode.The journey has been remarkable so far; from the Stereoscope and Ed Link's Flight Simulator to Nintendo's Virtual Boy, Sony's PlayStation Eye, and Google's Cardboard--and we all know how addicted the world got toward Pokémon Go.The Current Technological EvolutionAR/VR today is largely consumed for entertainment, marketing, and, to some extent, in training. Use of filters in apps like Snapchat, Instagram, and TikTok are the biggest example of its consumption by a common individuals or millennials. VR has gone deeper with entertainment for its use in enhancing gaming experiences as well.Lot of marketers have often incorporated AR/VR into marketing campaigns for creating buzz, for example: Domino's Pizza, Japan, launched an AR based campaign with the cartoon character Hatsune Miku--and McDonald's, who launched the 'Pick and Play' game.
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