The NYT’s iOS app for iPhone and iPad presents its first AR-enabled article, showcasing the Winter Olympics through an immersive augmented reality experiment. In this article, readers can view top Olympic athletes, including figure skater Nathan Chen, snowboarder Anna Gasser, short track speed skater J.R. Celski, and hockey goalie Alex Rigsby, appear in the room beside them. Users can tap to place the athletes in position, walk around them in 360 degrees, and even bend down to look up at them.
To utilize the AR experience, iOS users will need to give the app access to their iPhone or iPad's camera when requested. Once pointed at a non-reflective surface like the floor, users can tap to place the athlete into position in the room. They can then walk around and up close with the Olympians, as well as examine details such as Chen's skates, Gasser's offset glove, or Rigsby's reach.
The overall experience is sponsored by Olympic Official Outfitter Ralph Lauren, and it also includes a Ralph Lauren AR advertisement. In this ad, ice dancers Maia and Alex Shibutani appear in AR, modeling the official Ralph Lauren Team USA Opening Ceremony Parade uniforms.
T Brand Studio worked with Ralph Lauren on the ad's creative design and concept, and the ad itself was produced by NYT experiential design agency Fake Love. The ad is available further down in the AR-enhanced article, but it is also accessible in The Times news feed.
This is the first time an advertiser has offered an AR ad experience within The NYT app. Apple's ARKit technology was used for development by the NYT, and Google's ARCore technology is being explored for future developments.
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