Just a month or so after augmented reality browser Layar won EUR 75,000 in Vodafone's Mobile Clicks contest, the technology was already being put to work in a custom-designed application for Louisiana's Voodoo Experience music festival.

Layar is a free mobile browser for Android devices and the iPhone that overlays computer-generated information on top of real-time, on-screen images from the handset's built-in camera. The Voodoo app was designed by New Orleans ad firm Zehnder Communications using Layar 2.0 to let festival-goers with enabled phones get information on performances, attractions and services simply by pointing their phone cameras toward key parts of the festival grounds. When viewing concert stages, for instance, one custom AR layer provided information on lineups, schedules and current artists performing, including artist profiles and Web links. Pointing a phone camera at a vendor would show menus and pricing, while other points of interest highlighted by the app included vendor locations, artist displays, restrooms, ATMs, entrances and exits, medical sites and other services. Zehnder was one the first 50 firms worldwide named as developers of the Layar platform. A demo of the Voodoo app is available on Vimeo.

In addition to a whole new world of entertainment and useful information for mobile consumers, augmented reality also opens up a wealth of new OFF=ON opportunities for advertisers. Time to explore the possibilities for *your* tech-savvy brand...?

Website: www.z-comm.com
Contact: jzehnder@z-comm.com

Much the way Dulcinea delivers sustainably baked goods once a week to busy New Yorkers, so Le Dolci aims to do the same for time-pressed Londoners.

While food-of-the-month clubs are not uncommon in North America, Le Dolci offers what it says is London's first weekly cake club. Launched in September, the bakery uses seasonal, organic, free-range and fair-trade ingredients whenever possible in the creation of its biscotti, scones, brownies, pies, Sicilian treats and more. Members of the club get a bundle of home-baked goodness delivered to their doorstep each Friday; it's a different assortment each week, but members can tell Le Dolci of any dislikes so as to avoid disappointments. Three subscription levels are available: Mini, with four to six servings each week for GBP 14 plus delivery; Mezza Luna, with seven to 10 servings for GBP 20 plus delivery; and Grande, with 11 to 15 servings for GBP 30 plus delivery.

So that takes care of New York and London; who will offer a weekly delivery service for sweet-toothed foodies in other parts of the world...?

Website: www.ledolci.co.uk
Contact: info@ledolci.com

When we covered UK-based Matter last year, we wondered when we'd see the concept pop up again. Now, from none other than UPS, comes Direct to Door, a like-minded effort to deliver a targeted assortment of offers and samples to select US consumers.

In late September, UPS conducted a week-long pilot-test of its new effort, delivering a small, custom-designed UPS Direct to Door Pak to consumers in select ZIP codes who were already receiving another package via UPS. Each sample box contained about 12 offers and samples from brands including Bed Bath & Beyond, Sephora and Pottery Barn; the targeted test markets were Chicago, Dallas-Ft. Worth, Miami, Phoenix and Washington, D.C. The Direct to Door Paks did not bear the addresses of the recipients, according to a report in the New York Times; rather, they carried phrases like, “Inside are premium offers from some of America’s best-known brands.” Banking on the familiarity and trust consumers feel for its delivery people—and making sure the promotional boxes arrived only when another, ordered one was already being delivered—UPS aimed to see how receptive consumers would be to receiving unsolicited materials through the company. Some 250,000 Direct to Door Paks were delivered to "high-opportunity consumers" in about 150 ZIP codes, the NYT reported.

The promotional world—like all others—may be increasingly digital, but that's not to say tangible communications have lost all value. Reach out to targeted consumers through a trusted medium—and with offers of real, hands-on value—and you can still beat out your average page view any day. Who says direct mail is dead? ;-) (Related: More cosmetics tryvertising by mail.)

Website: www.ups.com
Contact: directtodoor@ups.com

Spotted by: Patrick Snyder

We've seen a few examples of children's books that can be personalized with photos of the child who will be reading them, but it wasn't until recently that we learned of one that can be customized to feature a favourite toy instead. Sure enough, French publisher Typlume & Graphine offers a series of books called La Vie de Mon Doudou in which a treasured toy or security blanket is cast as the hero.

Parents or other gift-givers simply upload three photos of their child's security blanket or favourite toy: one head-on, one profile shot and one alternative view. From there, the company stages the "doudou" in various adventures and situations, such as sitting on the back of a cow or riding the Paris metro. Seven story themes are available, including "The day of my security blanket" and "My security blanket protects the planet." Each spiral-bound, hardcover book costs EUR 29.90 and is printed sustainably in France. Typlume & Graphine currently ships to France, Corsica, Belgium and Luxembourg. (Related: Gravanity books for kids — Narrate-your-own storybook videos — Personalized e-stories for kids on Kindle and iPhone.)

Website: www.laviedemondoudou.com
Contact: contact@laviedemondoudou.com

Spotted by: Fadila Merizak

Private wine cellars are typically associated with the upper echelons of society, limited as they tend to be to large, old and expensive houses. A UK company aims to change all that, however, with a precast storage system that can be installed in virtually any room of any house.

Spiral Cellars are watertight storage spaces that can be sunk into the ground in an existing ground floor room or incorporated into the build of an extension or new property. Capable of storing almost 1,900 bottles of wine, the spiral-shaped systems rely on the surrounding earth for insulation but also employ a unique air-flow system to maintain constant temperature without requiring any power. Three size options are available, ranging from the Mini Cellar—capable of storing at least 650 bottles—up to the White Spiral Cellar, which can accommodate up to 1,870 bottles. Pricing begins at GBP 9,200. A variety of trap door styles and optional extras such as LED lighting are also available.

Spiral Cellars has installed more than 23,000 Spiral Cellars in France and the UK over the last 25 or so years; one to bring to the growing ranks of oenophiles in other parts of the world...? (Related: Urban tasting room plays host to 8 local wineries — Wine selling & storytelling.)

Website: www.spiralcellars.co.uk
Contact: info@spiralcellars.com