This presentation is a cut down version of our key note speech at the Augmented Reality Summit in London in June 2012: http://www.augmentedrealitysummit.com. It is designed to be presented in small groups to open up discussions about how we can design for change. Augmented Reality heralds massive opportunities for brands but AR expderiences need to be well planned and executed if they are to be more than just a one trick pony.

1. MEC Viewpoint:
Augmented Reality -
Gimmick or game changer?
Ann Longley and Katz Kiely
Google I/O Event announcement:
Google Glasses available for pre order $1500 USD July 2012
http://www.youtube.com/watch?v=9c6W4CCU9M4

2. Today’s topics
What is it and why it matters
How brands are using it now
Considerations

3. Today’s topics
What is it and why it matters
How brands are using it now
Considerations

4. AR Definition: Augmented reality (AR) is a live, direct
or indirect, view of a physical, real-world environment
whose elements are augmented by computer-
generated sensory input such as sound, video,
graphics or GPS data.
Augmented reality should enrich not
diminish our experience of reality.

5. Although in its infancy,
augmented reality matters
because of its potential to
deliver massive social and
business benefits.

6. NASA’s AR glasses will help
commercial pilot’s see through fog to
prevent airline disasters and boost
pilot performance in adverse
conditions.
Image Source http://www.innovationnewsdaily.com/949-nasa-augmented-reality-glasses.html

7. Ground-breaking medical uses
are wide ranging and include
diagnostics, hands-free
operations and education. Image Source: http://www.youtube.com/watch?v=6Cf7IL_eZ38

8. AR will eventually become a seamless part of our everyday experience (some say it will be the
8th mass media)...so as marketers and communicators, we need to design and shape
experiences that will motivate people to want to use this technology.

9. The future is now –Science FACT not Science
fiction.
The Mobile Medic, created by the Australian
Defence Force to find the best medical
students to sponsor, just won a Mobile Lion at
Cannes for it’s AR diagnostic competition
http://www.youtube.com/watch?v=oUNm_n61maU&
feature=player_embedded

10. Today’s topics
What is it and why it matters
How brands are using it now
Considerations 00

11. Gimmick Game changer

12. Lynx Excite: Even Angels will Fall
This campaign received much
attention in 2011
http://youtu.be/rFuUFeQIdpk
[+1.1M views on YouTube]

13. BBC Frozen Planet created an
Augmented Reality experience
to bring the programme closer
to people in shopping malls:
http://vimeo.com/42451011

14. Will the humble comic book ever be
the same? Marvel has embraced
Augmented Reality transforming the
user experience:
http://www.youtube.com/watch?v=j8ve8x3-mFA
http://www.youtube.com/watch?v=rZJo19udwHU&fe
ature=fvwrel

15. Playstation 3’s Wonderbook of Spells by
JK Rowling brought this book to life in a
completely new way – “the closest a
muggle will ever come to magic”. But is it
going to revolutionise / reinvent
reading??
http://www.youtube.com/watch?v=ayyx4myIO
0w&feature=related

18. Innovation is at the heart of the
Absolut brand...the Abolut Inspire
campaign mashed up the digital and
the real worlds letting users create
their own bottle designs with AR
streetart made using an app:
http://vimeo.com/41124884

19. Could C1’s
Immersive augmented reality video
transform tourism, journalism and
more?
http://www.conditionone.com/

20. Gold Run brings us the future of retail
with virtual changing rooms and
photo booths forpeople to share
prospective purchases with their
friends.
http://mashable.com/2012/06/20/augmented-reality-retail/

21. Luxury brands can now serve their
customers at home using Holition’s
AR technology to showcase high
value products. Customers can try on
virtual goods in front of their
computer using their web cam.

22. Clarks offers a seamless journey from
print to video via Aurasma’s mobile
app. After watching the video it is
possible to link through to the m-
commerce site to purchase their
shoes.

23. Many car maker are big fans of AR as it allows
users to experience their products in new ways.
BMW let customers create their own
expressions of joy to share with their friends:
http://www.inition.co.uk/case-study/bmw-
augmented-reality-campaign

24. Emart’s Sunny Sale offers were only accessible
at mid-day when the sun hit the 3d QR Code at
the right angle.
Usually a slow time for business, the lunch-
time offer brought people in store.
http://www.youtube.com/watch?NR=1&featur
e=endscreen&v=1N6EdgN3FUU

25. Tesco/Homeplus in Korea targeted
time-poor comuters in the subway
turning waiting time into shopping
time. Purchases made via mobile
were delivered to shoppers’ homes
dramatically boosting the retailers’
sales.

26. Today’s topics
What is it and why it matters
00
How brands are using it now
Considerations

27. BARRIERS to widespread adoption
AWARENESS
USABILITY
FEAR OF CHANGE

28. DON’T TELL THEM – INVOLVE THEM
Source: http://www.chrisoshea.org/hand-from-above#video

29. Change = PAIN
The top 10 myths of behaviour change: http://vimeo.com/26943709#; Reuben Anderson, Vancouver Metro

30. MAKE IT A HABIT

31. @annmargaret @katzy
THANK YOU