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The text below the video says: "By overlaying the camera of a mobile device onto objects, the ARART-system will detect images and objects that are registered and will display an animated image on top of said object." .

So, I guess it goes in two steps, first it tries to find the image in an image database if it finds it, it displays a pre-defined random (probably there exist more than just one) video-sequence aligned (i.e. with the correct perspective) to the camera. If it doesn't find the image, then it tries to identify objects in the image, takes one and displays (probably) a random sequence which is connected to that object. If nothing works maybe some color distortion or other effects are applied.

The text below the video says: "By overlaying the camera of a mobile device onto objects, the ARART-system will detect images and objects that are registered and will display an animated image on top of said object." .

So, I guess it goes in two steps, first it tries to find the image in an image database if it finds it, it displays a pre-defined random (probably there exist more than just one) video-sequence aligned (i.e. with the correct perspective) to the camera. If it doesn't find the image, then it tries to identify objects in the image, takes one and displays (probably) a random sequence which is connected to that object. If nothing works maybe some color distortion or other effects are applied.

The text below the video says: "By overlaying the camera of a mobile device onto objects, the ARART-system will detect images and objects that are registered and will display an animated image on top of said object." .

So, I guess it goes in two steps, first it tries to find the image in an image database if it finds it, it displays a pre-defined random (probably there exist more than just one) video-sequence aligned (i.e. with the correct perspective) to the camera. If it doesn't find the image, then it tries to identify objects in the image, takes one and displays (probably) a random sequence which is connected to that object. If nothing works maybe some color distortion or other effects are applied.

So the most difficult part is the detection of the image/objeect and then image/objeect: Maybe they used a global image descriptor, see http://answers.opencv.org/question/9271/global-image-feature-implementation/ and http://answers.opencv.org/question/8677/image-comparison-with-a-database#8686.

For object detection they could use basically the same approach by tiling the image in overlapping windows. Finally, the alignment with the camera, which camera can be achieved by keypoint/descriptor matching. Then this distortian is applied to the predefined video-sequence/ animation.