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Matt Jones SVP, Strategy + Creative Jack Morton Worldwide
Setting expectations
Google is good for information. Speakers are good for insight (hopefully).
Augmented reality.
The next big thing?
Really? I thought that was
In 2009, I hated social media.  This year, I think I hate AR.
Now what is augmented reality? What counts as AR?
Optical recognition by computer.  Computer-added visual layers. Creating a new (augmented) reality.
Not to be confused with... Virtual Reality QR codes Location-based data
Optical recognition by computer.  Computer-added visual layers. Creating a new (augmented) reality.
Mobile Static
Mobile Static
 
 
‘ It’ is in front of you.  AR creates an augmented experience of ‘it’.
 
 
 
 
 
 
Visual search Recognition-based data Human 2.0
Mobile Static
 
‘ It’ is not there.  AR creates an augmented reality where ‘it’ is now there… to be interacted with.
 
 
 
 
Virtual mirror/lens Context-sensitive  product visualization
Just because you can do it doesn’t mean you should do it
A gimmick A ‘new’ interface A way to lock content A way to collect data
 
 
 
 
 
Stop looking at what  has already been done.
Very soon “wow that’s cool” is not going to be enough of a reason to invest in AR…
So let’s focus on the post-novelty era of augmented reality
Let’s take a step back and  be clear why we are all here…
Design  + Events Environments Experiences
Design  + Real-time engagement of brand communities through experiences
Design  + Real-time enhancement of brand experiences to build communities
AR as a way to engage people AR as way to enhance their reality AR as a new platform for creativity and expression (as long as it serves one of our two objectives)
How do brands want to engage their communities? What experiences are brands  trying to enhance?
Personal Personalized Rich, engaging, immersive Pull, not push Viral/social
Are you engaging people? Are you involving people? Are you persuading people? Are you influencing people? Are you co-creating with people?
How do brands want to engage their communities? What experiences are brands  trying to enhance?
Discover Shopper/customer User/owner Community Employee/partner
Are you solving a problem? Are you improving something? Are you adding value? Are you being real?
So let’s think about digital…
The smartest digital hot shots are trying to humanize their ideas
Online social networks are still rooted in real world friendships and real world experiences
The smartest social media thinkers recognize that  it’s just plumbing…a way to connect people with communities, stories, and ideas
Fun/creative/novel/inventive/cool Useful/relevant Talkable Simple Integrated
 
Apps Augmented Reality Physical World Hyperlinking Social Media Mobile Devices Geolocation-Based Content  Interactive Multimedia 3D + Holographic Technology Touch Interfaces It all matters
Live experiences  Real experiences   Human experiences
 
 
 
 
 
 
 
 
 
 
 
 
What mattered in 2000 is still what matters in 2010.
Engaging, life-enhancing experiences…communities and movements anchored by powerful social stories…creativity, utility, narrative, and purpose…all that  remains  ‘the next big thing’.

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Augmented reality (AR): The future of digital, social & mobile

Hinweis der Redaktion

  1. Matt Jones
  2. Matt Jones
  3. The next fgew slides are ones where the local Brand Camp host can build on the group discussion by talking about brands that use experiences to engage consumers and build tribes.