Augmented Reality - Everything You Need To Know

What is AR? Real Digital AR World world Social Networks Brand opportunityAugmented Reality or AR is enrichment of reality, via additional informationand virtual content. When linked to social networks it becomes a powerful toolfor communicating rich brand experiences. © Copyright 2011. Skive Group Limited

What is AR?AR is an amazing way for brands, retailers and publishers to get exciting newmessages, offers and helpful real-time information to customers on-the-go. Scan realworld items to bring them to life with overlaid digital information, services, games orinteractive 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 asimple 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 futureuse (such as a coupon or recipe). © Copyright 2011. Skive Group Limited

How to view AR ARAR experiences are accessed via specialist AR apps or browsers which areincreasingly being pre-installed on Smartphones and Tablets. These are 3examples 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

BenefitsFor 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

BenefitsFor 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 realworld communities around your brand (from local shops, services and hospitality to vending machines and on-pack promotions) © Copyright 2011. Skive Group Limited

Current AR Market AR Source: Juniper ResearchCurrently AR is being used more by businesses as a marketing andcommunications channel. But this is beginning to change... © Copyright 2011. Skive Group Limited

Beyond the hypeSimple, Sophisticated real-worldgimmicky 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

Spectrum of ARSMS / QR Codes Webcam/Hologram Location-based POS / Mobile Real-world applications shopping Simple AR mobile browser More useful & Most advanced, Gimmicksexperimentation is the tool more natural intuitive and useful Traditional AR AR becoming functional and useful © Copyright 2011. Skive Group Limited

Spectrum of ARCase StudiesSMS / QR Codes Webcam/Hologram Location-based POS Real-world applications Simple AR mobile browser More useful & Most advanced, Gimmicksexperimentation is the tool more natural natural and useful © Copyright 2011. Skive Group Limited

John LewisVirtual 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

TissotVirtual 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

SMS / QR Codes Webcam/Hologram Location-based POS Real-world applications Simple AR mobile browser More useful & Most advanced, Gimmicksexperimentation is the tool more natural natural and useful © Copyright 2011. Skive Group Limited

AirwalkInvisible 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

ConverseSampler ‘Converse Sampler’ allows users to try on any shoe from the footwear brands 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

TescoDirect 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

StellaLe 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

StarbucksCup 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

CadburySpots 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

TopshopAR 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

The very near futureAR tech will rapidly permeate all industries from medical to retail. This science fictiontechnology has become a reality offering a CGI augmented layer over your view thereal world. © Copyright 2011. Skive Group Limited

Emotional marketingUsing 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 customers 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 toimprove the potential of the marketing interaction. © Copyright 2011. Skive Group Limited

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

Thank you.For further information contact:Liz Faber, Head of Planningl.faber@skive.co.ukAnne McCreary, Social Strategistanne.mccreary@skive.co.uk+44 (0)20 7637 2704 © Copyright 2011. Skive Group Limited

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Augmented Reality - Everything You Need To Know

by Skive on Dec 16, 2011

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