HEY GOOGLE, WHAT THE HELL IS MAGIC LEAP?

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Bynull Mimi Nightingale. 8 June, 2015
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Pardon my French, but once you start researching this revolutionary concept, it will seem foreign to you too.

A step beyond a virtual reality, Magic Leap, the Google-backed start-up gives very little away, merely promoting an ambiguous tagline: “It's time to bring magic back into the world”.

Opening with an animation of a tiny elephant bouncing in the palm of a human’s hands, the company’s website continues this bamboozling mystery. Cute? Yes. Confusing? Very.

As you scroll down the homepage, bats fly across the screen and a whale floats peculiarly in the air above a populated beach. What does this all mean?

The mystery is too enticing. A start-up so secret, they aren’t even telling the public how to access or experience their technology.

Even Magic Leap’s employees’ LinkedIn titles aren’t definitive, ranging from ‘Guardian of the Galaxy’ to ‘Technical Artist’.

Bats fly across the screen and a whale floats peculiarly in the air above a populated beach. What does this all mean?

The only clue I can gather from this perplexing marketing is that Magic Leap is going to be a highly realistic type of augmented reality. A virtual reality on steroids.

The hottest new Silicon Valley tech company is set to disrupt the future of computing and how humans live and see the world. Back in February of 2014, once securing $50 million in investments, CEO Rony Abovitz, said Magic Leap will create, "What we believe will be the most natural and human-friendly wearable computing interface in the world.”

Over a year later, the enigmatic start-up has now raised over $2 billion, with Google alone pumping in over half a million. You don’t have to be a tech wiz to know that if you’re on Google’s agenda you’re going to be big.

This magical augmented reality has the power and promise to become a major content platform for marketers in the sooner-than-anticipated future. Boosting marketing campaigns through augmented reality exists today, but is limited to apps and mobile devices.

Magic Leap could potentially pave the path for more marketing opportunities that captivate and engage audiences far beyond a single restrictive device.

Will traditional content marketing become obsolete? We’re not entirely sure, but it will be an exciting transition we’re eager to see play out.

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Having studied a degree in Communications and Advertising, Mimi is an ardent writer and media enthusiast. Her interests include words, live music and participating in millennial driven activities such as Netflix bingeing and excessive Instagram consumption. She is currently at large cutting a swathe through London's nightlife.