OOH家外媒體行銷運用ARVR科技案例分享
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2015.05 @Mobile Monday Taiepi所分享的家外媒體運用VRAR之行銷案例分享
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OOH家外媒體行銷運用ARVR科技案例分享
- 1. 家外媒體行銷運用 AR/VR科技案例分享 The Future OOH: 謝京蓓 Cori CJS Interactive 創辦人暨總經理 2015.05.30
- 2. 2 關於我… • 現職: CJS Interactive喜杰思互動科技 總經理 VR幼幼班及VR電玩團社群媒體 創辦人 台灣虛擬及擴增實境產業協會(TAVAR) 發起人 • 經歷: 經濟部數位內容產業推動辦公室 組長 邊境數位科技股份有限公司 業務總監 SNSplus 好玩家股份有限公司 行銷處處長 • 學歷: 美國Syracuse University 公共行政碩士 台 灣 VR/AR 產 業 網 路 媒 體 先 鋒 者 、 行 銷 觀 察 家 擁有10年+遊戲營運、市場行銷操作經驗，致力以大眾、 生活化的方式在台灣推廣VR/AR產業關注。近期和一群 數位內容、VR/AR創業家聯合推動台灣VRAR產業協會 的成立( www.TAVAR.tw) 。 Cori.Shieh (FB ID) 講者介紹
- 4. What to Expect In the Upcoming Future? 4
- 5. AR / VR 5
- 6. What’s AR? 頭戴裝置 (Head-mounted Display) 手機、平板 (Cell Phone & Pad) • 擴增實境（Augmented Reality），是一種將虛擬資訊擴增到 現實空間中的技術，讓現實空間中添加一個虛擬物件。 6
- 7. 地理位置信息服務GIS 娛樂 GPS 醫療 教育 What’s AR? 7
- 8. 虛擬實境（Virtual Reality） • 利用電腦模擬立體、高擬真的 3D空間。 • 使用者穿戴裝置後，產生好像 處在現實中的錯覺。 • 在空間中，使用者可以藉由控 制器或鍵盤在虛擬環境下互 動。 What’s VR? 8
- 10. Where is the Money? Digi-Capital 預估到2020年， AR/VR市場價值將達到1500億美元 10 資料來源：Digi-Capital ,2015
- 11. 11 400 750 1250 1770 2750 0 500 1000 1500 2000 2500 3000 2016 2017 2018 2019 2020 VR頭戴式裝置出貨量預估 單位：萬台 至2020年，VR頭戴式裝置的出貨量， 預估可高達2,700萬台 資料來源：BI Intelligence. (2015/5) 自2015年~2020年 年複合成長率為99% Exp. Volumes of VR HMD Shipment by 2020
- 12. 12 截止2016年Q1，過去12個月中 AR/VR領域的投資總額達17億美 元，而有將近12億美元發生於 2016年第一季度。 相比2014年Q2的共12億美元的 投資總額，2016年Q1有25倍的 增長。 資料來源：Digi-Capital (2016/3) FB投資Oculus 2B USD Google、高通、KPCB、 Andreesen Horowtiz投資 Magic Leap (550M USD) 阿里巴巴投資Magic Leap (800M USD) AR/VR Investment in Global Market (1/2)
- 13. 13 AR/VR領域的投資主要聚焦: • 硬體設備、 • 影片、 • 解決方案/服務、 • 遊戲、 • 廣告/市場行銷、 • 消費應用APP、 • 分發平臺、 • 技術、 • 周邊配件。 AR/VR Investment in Global Market (2/2) 資料來源：Digi-Capital (2016/3)
- 14. Hardware & Distribution Content Software, Platforms & Delivery Services Who is in the Game? 14
- 15. Who is Leading the Pack? 15
- 16. When OOH meets AR/VR 16
- 17. 17 we can take the physical world and combine it with the digital world giving brands the ability to engage with their consumers before, during and after making a purchase of their product. With AR we can transport our clients to real or imagined places instantly. Take them on a virtual walk around an apartment or hotel suite that may not even be built yet, do a tour round your factory or office place. With VR
- 18. 18 Outdoor AR Technical Requirements: • Tracking (GPS, compass ,etc) • Display (Handheld, headmounted) • Input devices • Processing, networking Using mobile /wearable systems to overlay AR content outdoors
- 19. 19 Outdoor AR - Applications Tourism、Architecture、Gaming、Engineering...,etc.
- 20. Case Studies: AR outdoor Advertising 20
- 21. 21 Unbelievable Bus Shelter / Pepsi Max 2015 Gold OBIE Award Winner (OAAA) Advertising Agency: AMV BBDO, London, UK This bus shelter execution illustrates that OOH has become one of the most engaging, interactive, and innovative media in the world. Through the brilliance of AR, Pepsi Max masterfully disrupted a standard shelter and captured the attention of consumers who passed it. - Stephen Freitas, OAAA chief marketing officer “ ” Case 1
- 22. 22 #FreeTheJoy AR game/ Cadbury Case 2 A motion screen at Waterloo Station in London featured an interactive game using AR where people walking by were encouraged to try and catch virtual objects on the screen that gave them joy. Winning involved hitting objects with hands or kicking to burst the objects on the screen. The winners got a Cadbury chocolate bar. Advertising Agency: Elvis Communication 現場觸及人數 168,000 FB觸及人數 1.6M Twitter貼文 觀看次數 3M
- 23. 23 Outlander AR進化變形金剛/ 三菱汽車 Case 3 Mitsubishi Motors與微風南京百貨合作，運用微 風南京百貨外牆打造為器Outlander汽車的巨型看 板，並運用時下AR技術，讓車款立刻搖身一變化 身成帥勁十足的變形金剛。 消費者還可以和Outlander變形金剛互動、合影， 並能照片分享至facebook塗鴉牆。 製作商: 宇萌數位 ARplanet
- 24. 24 Prius c AR互動遊戲/ Toyota Case 4 製作商: 宇萌數位 ARplanet 宇萌數位與TOYOTA合作，再度展現有別以 往的AR互動遊戲，首創人與車互動的AR遊 戲，TOYOTA Prius c化身為足球員和民眾 一 同 競 技 足 球 !! 民 眾 除 了 能 和 TOYOTA Prius c一同PK 足球外，還能與TOYOTA Prius c合影並同時分享。
- 25. 25 The world of National Geographic, Rotterdam train station HSBC Red Hot Festival bus shelter, Hong Kong Lev Stæ rkt - Outdoor Augmented Reality Prank, Denmark More Cases Samsung Augmented Reality for the GALAXY S5, Hong Kong
- 26. 26 Multi- Media WOW101: Multi Media + AR / Taipei 101 採用創新的AR圖像辨識技術，首創多螢整合互動裝 置，打造多元互動娛樂新媒體．民眾還可透過專屬 的「WOW 101」APP ，進行AR style互動遊戲、拍 照、搜集、分享等，還可藉由數位點燈重溫台北101 點燈時刻。 AR 專屬 APP 跨裝 置、 多螢 互動 「WOW 101」: AR多螢互動科技平台 製作商: 宇萌數位 ARplanet
- 28. 28 With high media and public interest in VR early adopters can benefit from favourable media exposure. Why VR marketing can be successful? Immersive Impactful Novel Memorable Users wearing a headset are completely immersed in the content meaning fewer distractions and more attention on the message. The intensity of a VR experience is greater than traditional media generating strong emotions in its users which are linked to real behavior change. Human brains are built to remember events linked to locations, this means that VR experiences have a longer trace in the audience’s memory.
- 29. 29 Teleporter/ Marriott Hotel Case 1 Using the Oculus Rift and 4D sensory elements, Framestore, Teleporter’ booths aimed specifically at giving newlywed couples virtual honeymoons. Couples were sent on instantaneous 4D trips to the black sand beaches of Maui, or on the edge of skyscraper buildings in London where they faced a breathtaking drop to the ground. Production: Framestore VR Studio
- 30. 30 Outdoor-apparel brand Merrell is using virtual reality to get back to its outdoor roots and re- engage with its core consumers -- adventure- lovers. The brand ran a "walk around" Oculus Rift experience at the Sundance Film Festival last month in what the company said will be the first of many virtual reality activations. Trail Scape: Virtual Hike / Merrell Case 2 Production: Framestore VR Studio
- 31. 31 Catwalk VR Experience / TopShop Case 3 “Best Hybrid Event / Best Virtual Event” (2014 Event Tech Award) Production: INITION London TopShop offered the public a unique front- row view of their exclusive fashion runway show during London Fashion Week using a 360 panoramic video stream. As a bonus, the user could find additional behind the scene footage from within the experience. “Project of the Year” (2014 BT Retail Week Technology Awards )
- 32. 32 #Sudden Exploration / North Face (Korea) Case 4 Using Oculus Rift, The Northface Korea bring shoppers a VR Experience that suddenly got awesomely real by mixing a 360 virtual adventure and a real life snowscape.
- 33. 33
- 34. 34 The future life with AR
- 35. 35