Total Immersion, Olympus Tie On Augmented Reality App

Los Angeles-based Total Immersion, the firm working on augmented reality technology, said today that it has inked a deal with digital camera manufacturer Olympus and its advertising agency Mullen, to developed an augmented reality application for the Olympus PEN E-PL1 micro camera. According to Total Immersion, it has created a new augmented reality app which allows users to use a "virtual" 3D model version of the Olympus camera. The app will be triggered by a life-size, printed replica of the camera which will be included in the June issue of Wired Magazine, and the July issue of Popular Photography. The firms said the camera will offer the full features of the actual camera, including producing a "digital photo." Financial impact of the win was not disclosed. Total Immersion uses its technology to enhance live, webcam video of users and objects to overlay interactive computer graphics with that video. The technology allows users to interact with objects on-screen in real time. The firm has been racking up a number of wins, particularly in the area of entertainment and promotions.