Ireland's MercuryGirl to Develop "Travel-Oriented Layers" for SPRXmobile's Layar AR Browser

Blink-182 Doritos Late Night

--Doritos Teams with Blink-182, Big Boi on Augmented Reality Promotion

In a posting on its corporate blog earlier this week, MercuryGirl, a Dublin, Ireland-based developer of applications for the iPhone, Android and BlackBerry smartphone platforms, revealed that it has been awarded a developer account for SPRXmobile's Layar augmented reality browser (note: for more on the Layar platform--which superimposes layers of interactive digital information on top of real-time video on a smartphone's camera screen--see the articles published on, June 17th and July 9th, and the interview with SPRXmobile co-founder, Maarten Lens-Fitzgerald, published July 16th). The company says that it will initially focus on developing "travel-oriented layers." According to a tweet sent out by the company on Wednesday, it "just got our first augmented reality layer working."

In other augmented reality news: Frito-Lay's Doritos brand recently tapped San Francisco-based agency, Goodby, Silverstein & Partners, to develop an augmented reality promotional campaign for its Doritos Late Night chips, which invites consumers to purchase specially marked bags of the chips that they can then use to unlock "a virtual concert of 3D performances" by pop-punk band, Blink-182, and hip-hop artist, Big Boi. According to Frito-Lay, the promotion represents the first time that an augmented reality experience has showcased live-action video within a 3D, interactive environment.

In order to unlock the promotion's AR experience, consumers log into a dedicated Web site,, and point a symbol located on the back of Doritos Late Night "special-edition" bags of chips at their Web cam. The experience consists of virtual performances of two Blink-182 songs ("Rock Show" and "I Miss You") and one Big Boi song ("Ringtone"), that Frito-Lay says consumers can " the way they hold, move and shake the bag, offering up a new experience each and every time." "From MP3's to laptops to mobile phones, young consumers have come to expect the ability to enjoy music anytime, anywhere," Ann Mukherjee, group VP of marketing for Frito-Lay North America, said in a prepared statement. "That's why we're putting Doritos lovers in control of when and where they access actual performances by two of the best musical acts across rock, pop and hip-hop, in a totally unprecedented way--a concert in the palm of your hand." Added Blink-182 member, Mark Hoppus: "We’re always looking for innovative new ways to bring music to our fans, and an online 3D performance was something we just had to be a part of. As big technology guys, we're pumped that people can now experience a little bit of our summer tour through something as accessible as bag of Doritos and a computer. It's very cool." After viewing the promotion's virtual concert, consumers can enter a competition to win tickets to a live Blink-182 show in the city of their choice. A demo video is embedded above.