climb from the newspaper page. The augmented reality video possessed a high visual quality, simulating the figure on the animal acting in real-time (Schmalstieg, 2011). The AR campaign led to a 32% growth in attendance at the zoo’s “Close Encounters” exhibit (Craig, 2009, p.66). The ad also generated a large amount of press, and Saatchi and Saatchi won awards for innovative uses of new technology. In 2007 multiple issues existed with adaption of the technology. For example, users could only have mobile phones using a particular operating system. Otherwise, the app was not sent to the user because it could not be accessed (Schmalstieg, 2011). Today, the technology has increased with finer cameras and more technologically advanced hardware, which meet the needs of augmented reality design. Mobile AR is even more accessible today on smartphones and tablets. An outdoor clothing company in the US, Moosejaw, created a mobile AR app allowing mobile users with the app to “see models in their undergarments when pointing their smartphone or tablet at the catalog” (Gervautz, 2012, p. 30). As a result of the campaign, Moosejaw experienced a 37 percent sales increase, which they attribute to the app’s popularity (Gervautz, 2012). Furniture retailer IKEA heralded success with their augmented reality catalog campaign launched in 2012. The technology required users to download an app through which they could “position augmented furniture around their home or apartment” (Liao, 2015, p. 321). The app, launched in July 2012, became “the most downloaded branded promotional-purpose app of 2012” (“Augmented”, 2012). IKEA was able to track the app’s usage and found that activity increased by 35% on Sundays (Liao, 2015, p. 321). The app accelerated consumers’ decision making processes by allowing them to accurately visualize the furniture in their homes and take a screenshot of the image. The augmented reality catalog “enhances playfulness and convenience,
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