Augmented Media Conference (April 2014)


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How can we create campaigns or applications that use the augmented reality technology best? How do we take away any obstacles the public may have using this technology?
This presentation looks into the law of diffusion of innovation and what this law implies we should do to help the adoption of AR with the majority of people.

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Augmented Media Conference (April 2014)

  1. 1. A video postcard with a smile DIY Augmented Reality Natasja Paulssen (@natasjap)
  2. 2. TED talk ‘How Great Leaders Inspire Action’ (by Simon Sinek)
  3. 3. Law of Diffusion of Innovation Factor Relative Advantage Compatibility Simplicity Trialability Observability
  4. 4. Factor Relative Advantage Compatibility Simplicity Trialability Observability How is the new way better than before? TomTom killed in-car arguments by helping anyone to find the right direction
  5. 5. Factor Relative Advantage Compatibility Simplicity Trialability Observability Look for context: where & when Television adoption surged when Journalism allowed for anyone to be present at Historic moments
  6. 6. Flappy Bird’s downloads exploded when people started writing reviews and sharing them on social media Factor Relative Advantage Compatibility Simplicity Trialability Observability Social shareability
  7. 7. Internet adoption surged when WordPress allowed for websites to be created by non-techies Factor Relative Advantage Compatibility Simplicity Trialability Observability Do It Yourself Augmented Reality
  8. 8. Smilez is simple. Suppose you have a video that you would like to share with family and friends. With Smilez you upload your video. You select your favorite frame from the video and write a personal message. The app creates a physical postcard with your frame and message. You provide the address and the next day your video postcard is sent. When the postcard is delivered, the receiver can use his smartphone with the Smilez app to scan the card and watch how it comes alive as the video plays.
  9. 9. DIY Augmented Reality in 3 stappen
  10. 10. Sender ReceiverSmilez
  11. 11. Smilez is a magical experience where a photo comes alive when the video starts playing. What do you think these two girls are up to? Scan this photo with Smilez
  12. 12. Serendipity: finding what you wanted but was not looking for Use Cases
  13. 13. Factor I-factor Relative Advantage What’s in it for me? Compatibility When do I do it? Simplicity How do I do it? Trialability Can I try? Observability Who sees me? 5 Questions for a successful AR project
  14. 14. Contact /SmilezApp
  15. 15. Dutch Rose Media Stratumseind 32 5611 ET Eindhoven 040-8456280 @dutchrosemedia op Twitter
  16. 16. Use Case: SANDD • Sandd wanted to support their delivery personnel with an app but needed a way to attract attention. • By sending out Smilez cards they not only attracted attention but also got an insight in the mobile coverage and types of devices/OS used by their personnel. • 12.000 cards were sent, the cards were scanned 7.000 times by 3000 unique devices. Sandd (Sort and Deliver) is a B2B postal delivery organization that makes 700M deliveries per year.
  17. 17. Use Case: IBM • IBM Mobile Solutions was looking for a way to promote their mobile development platform ‘Worklight’ in an innovative way. • Using Smilez cards they reached out to the audience during a one day conference and showed their introduction video. • Over the course of 4 days 200 cards were scanned 2000+ times by 200+ unique devices. IBM MobileFirst offers you true end-to-end mobile solutions.
  18. 18. Use Case: euroscript • euroscript use video to showcase their document management software products. • euroscript uses Smilez cards to distribute the promotion videos to an audience they meet in real life, during conferences and otherwise. • On average each card is scanned 1,4 times. • Cards keep being scanned until months after the event where they are handed out. euroscript has grown to become an international service provider supporting customers from around the world design, build and run content management operations of all sizes.
  19. 19. Use Case: Deloitte • Deloitte Digital wants to stand out; like a red apple in a basket of green apples. • Sending out an augmented reality Christmas card not only stands out but also linked to the digital business showing that they know about new technologies. Deloitte is the leading audit and consulting practice in Belgium. More than 2,600 people in 11 offices across the country serve public and private enterprises with financial, legal, tax, management and information technology expertise.
  20. 20. Use Case: NulVier day care • NulVier wants to show parents that there is more to day care than a safe place for your child. • Since many daycare facilities are closing, they need to find the parents that still require within their region. • NulVier reaches their target audience by giving away Smilez cards for birthday parties to their clients who send them to their friends. • Each Smilez card contains a clients own video framed in a NulVier setting and concluded with a NulVier outro. NulVier day care is a rapidly expanding chain of day care facilities.
  21. 21. Use Case: Zilverspoor • Zilverspoor is publishing a cross-media novel ‘Herkenning’ where the characters from the book have real social media accounts. • To switch between real world and online, 4 Smilez cards have been added to the book which link to the online discussion forum. • Not only does the augmented reality generate national press coverage for the book, it also converts book readers into online followers. • The online community has its own advertisements and thus generates additional revenu. Zilverspoor is a publisher that focuses on new talent and new book concepts.