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Augmented Reality - Everything You Need To Know
- 2. What is AR?
Real Digital
AR
World world
Social
Networks
Brand
opportunity
Augmented Reality or AR is enrichment of reality, via additional information
and virtual content. When linked to social networks it becomes a powerful tool
for communicating rich brand experiences.
© Copyright 2011. Skive Group Limited
- 3. What is AR?
AR is an amazing way for brands, retailers and publishers to get exciting new
messages, offers and helpful real-time information to customers on-the-go. Scan real
world items to bring them to life with overlaid digital information, services, games or
interactive experiences.
Information might appear overlaid or ‘augmented’ over the real-world image or object
(such as interactive games or magical digital apparitions). It could take the form of a
simple web-link (to watch a trailer, visit a website, a ‘like’ on Facebook) or perhaps a
‘take-away’- something simple which downloads immediately to your phone for future
use (such as a coupon or recipe).
© Copyright 2011. Skive Group Limited
- 4. How to view AR
AR
AR experiences are accessed via specialist AR apps or browsers which are
increasingly being pre-installed on Smartphones and Tablets. These are 3
examples of popular AR browsers and apps:
Using an image marker, the String app Layar is the world’s first mobile AR Hold up your phone up in the Blippar
displays rich 3D graphics on top of the browser. It combines your smart phone’s app and receive an instant response
camera view as if they existed in the real GPS, camera, and compass to identify whether a web link, video, coupon, or
world. In the example above the trainer your surroundings and overlay perhaps a 3D product experience or
could be manipulated and customised by information on screen, in real time augmented reality game
the user to suit their style
© Copyright 2011. Skive Group Limited
- 5. Benefits
For consumers
Educational, empowering and entertaining
Enhances and augments brand experiences in everyday situations
Provides a wealth of information that will inform purchase decisions; and
increase the entertainment value of shopping, socialising and sight-seeing
In the future, AR has the potential to transform urban spaces by opening
digital portals into the contents, people and activities with buildings
© Copyright 2011. Skive Group Limited
- 6. Benefits
For brands
Allows your customers to play with your advertising, which gives a better
experience of the brand
Creates a stronger emotional connection with the brand
Allows you to build up a personalised profile of your customers to
understand buying patterns and emotional wellbeing
Location-based AR campaigns and promotions can be used to create real-
world communities around your brand (from local shops, services and
hospitality to vending machines and on-pack promotions)
© Copyright 2011. Skive Group Limited
- 7. Current AR Market
AR
Source: Juniper Research
Currently AR is being used more by businesses as a marketing and
communications channel. But this is beginning to change...
© Copyright 2011. Skive Group Limited
- 8. Beyond the hype
Simple, Sophisticated real-world
gimmicky applications that:
experiences
- make life more convenient
- give consumers more choice
- deliver personalised services
- add business value 24/7
- will ultimately make AR more accepted
© Copyright 2011. Skive Group Limited
- 9. Spectrum of AR
SMS / QR Codes Webcam/Hologram Location-based POS / Mobile Real-world applications
shopping
Simple AR mobile browser More useful & Most advanced,
Gimmicks
experimentation is the tool more natural intuitive and useful
Traditional AR AR becoming functional and useful
© Copyright 2011. Skive Group Limited
- 10. Spectrum of AR
Case Studies
SMS / QR Codes Webcam/Hologram Location-based POS Real-world applications
Simple AR mobile browser More useful & Most advanced,
Gimmicks
experimentation is the tool more natural natural and useful
© Copyright 2011. Skive Group Limited
- 11. John Lewis
Virtual QR store - Brighton
John Lewis are selling their ‘Top 30 things to
buy for Christmas’ via a window display at a
branch of Waitrose.
Customers can scan the QR code of the item
they want, which will then take them to the
John Lewis mobile site to complete their
purchase.
© Copyright 2011. Skive Group Limited
- 12. Tissot
Virtual QR store - Brighton
Tissot installed an interactive touch
screen window display featuring AR
technology outside Harrods
department store.
As well as seeing how the watch
would look on their wrist, consumers
could discover and experiment with
the watch features.
© Copyright 2011. Skive Group Limited
- 13. SMS / QR Codes Webcam/Hologram Location-based POS Real-world applications
Simple AR mobile browser More useful & Most advanced,
Gimmicks
experimentation is the tool more natural natural and useful
© Copyright 2011. Skive Group Limited
- 14. Airwalk
Invisible Pop-up Store AR
Airwalk offered 300 limited–edition pairs of the new
Jim Shoe trainers via an augmented reality treasure
hunt game. Once they had found the virtual item they
could then use the code they were given to purchase
the product.
The ‘Invisible Store’ concept merges elements from
the flash mob craze, gamification, the pop-up store
and the pre-sale promotion to create a destination
specific event with sales at its core.
© Copyright 2011. Skive Group Limited
- 15. Converse
Sampler
‘Converse Sampler’ allows users to try on
any shoe from the footwear brand's
catalogue simply by pointing an iPhone at
their feet. The app uses augmented reality
(AR) to place a virtual shoe over the foot.
© Copyright 2011. Skive Group Limited
- 16. Tesco
Direct 3D Catalogue
Using their webcam, Tesco Direct
customers are able to view realistic and
life size representations of the products in
their own homes. Customers can interact
with the products to see exactly where
the features of a product are located.
© Copyright 2011. Skive Group Limited
- 17. SMS / QR Codes Webcam/Hologram Location-based POS Real-world applications
Simple AR mobile browser More useful & Most advanced,
Gimmicks
experimentation is the tool more natural natural and useful
© Copyright 2011. Skive Group Limited
- 18. Stella
Le Bar Guide
Le Bar Guide overlays the profiles and
distances from you of nearby bars that
sell Stella Artois.
It also enables you to review bars and
includes an integrated taxi function that
enables you to order a cab home
responsibly at the click of a button.
© Copyright 2011. Skive Group Limited
- 19. Museum of London
Streetmuseum
Streetmuseum overlays old photos of
the area of London you are currently
viewing through your iPhone camera.
© Copyright 2011. Skive Group Limited
- 20. SMS / QR Codes Webcam/Hologram Location-based POS Real-world applications
Simple AR mobile browser More useful & Most advanced,
Gimmicks
experimentation is the tool more natural natural and useful
© Copyright 2011. Skive Group Limited
- 21. Starbucks
Cup Magic
Starbucks are activating unique AR experiences
triggered by their famous red Xmas cups.
The idea is to find, activate and share all 5 special
Xmas characters that appear randomly on the red
cups.
The new app also happens to showcase special
offers and provides an eGifting facility.
© Copyright 2011. Skive Group Limited
- 22. Cadbury
Spots and Stripes Blippar App
Uses Blippar Augmented Reality app to activate
3D game by pointing mobile at Cadbury chocolate
bar wrappers.
The ‘Quak Smack’ game challenges players to tap
cartoon ducks as they appear ‘out of the bar’ as an
augmented overlay on their device.
The player can then submit their score to go into to
a draw to win London 2012 tickets.
© Copyright 2011. Skive Group Limited
- 23. Topshop
AR Fitting Room
Topshop created a virtual fitting room using
Microsoft Kinect for the new “Dress
up” collection.
A special kiosk was installed at the flagship
location in Moscow.
Shoppers were able to select a garment off
the rack without having to try it on physically
and could see themselves onscreen with a
3D copy of a dress.
© Copyright 2011. Skive Group Limited
- 24. SMS / QR Codes Webcam/Hologram Location-based POS Real-world applications
Simple AR mobile browser More useful & Most advanced,
Gimmicks
experimentation is the tool more natural natural and useful
© Copyright 2011. Skive Group Limited
- 25. The very near future
AR tech will rapidly permeate all industries from medical to retail. This science fiction
technology has become a reality offering a CGI augmented layer over your view the
real world.
© Copyright 2011. Skive Group Limited
- 26. Emotional marketing
Using facial recognition to leverage the emotional state of consumers
Unilever launched a smile-activated vending
machine at Cannes Lions.
Using facial recognition technology and AR,
the machine tracks a customer's smile and
rates it on a 'smile-o-meter'.
The user can then directly post their image
to Facebook and select the ice-cream of their
choice.
In the future brands will use facial recognition to determine your emotional state –
smiling, frowning, crying, depressed or uninterested – and react in real-time to
improve the potential of the marketing interaction.
© Copyright 2011. Skive Group Limited
- 28. Summary
In an increasingly fragmented media environment, AR gives you the
opportunity to get closer to your audience at point of purchase
AR enables richer immersive brand experiences and an excuse to start a
dialogue with your audience (product information, exclusives, competitions,
deals, dynamic pricing / group buying, priority access etc)
The move from “Pull” to “Push” media is key as it will allow more relevant,
timely and personalised information to be sent to consumers who have opted
into marketing programmes - these activities will also be automatically
shared to people’s social networks (Facebook Ticker and Timeline)
AR will also be a key driver of sales moving forward based on data collection
of interactions through AR outdoor media (key demographics, frequency of
purchase, taste preferences, emotional states, building implicit communities
and products and brand co-creation)
© Copyright 2011. Skive Group Limited
- 29. Thank you.
For further information contact:
Liz Faber, Head of Planning
l.faber@skive.co.uk
Anne McCreary, Social Strategist
anne.mccreary@skive.co.uk
+44 (0)20 7637 2704
© Copyright 2011. Skive Group Limited