Augmented Reality: The next big thing?

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

‘ 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’.

Augmented Reality: The next big thing?

by Jack Morton Worldwide

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