Brands for Augmented Reality Dev Ecosystem

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Presentation for the Augmented Reality Event May 8, 2012, a gathering of some of the leading minds and developers in the field. The audience was expecting PepsiCo's CMO and Chief Engagement Officer, …

Presentation for the Augmented Reality Event May 8, 2012, a gathering of some of the leading minds and developers in the field. The audience was expecting PepsiCo's CMO and Chief Engagement Officer, Frank Cooper, who asked me to step in due to schedule conflicts. I presented three brands of radically different scale and fit in consumer's lives from Pepsi to Red Bull to La Chouffe beer. The core themes were:

1) that AR and other technologies make it mainstream when they cross over to culture
2) that SoLoMo is an advantaged experiential and consumer opportunity for AR development
3) that developers have to think about brands as more than a paycheck b/c brands are thinking about content, curation and extending consumer engagement over their marketing platforms in more sophisticated ways
4) that AR is still nascent with much room for creativity and the budget/rationale unlocks will be via metadata and path to purchase while the story over them must be entertainment/culture

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  • 1. 2012 Emerging Platforms DiscussionMay 2012
  • 2. Frank Cooper @f3cooper @PepsiCo CMO and Chief Culture OfficerProprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • 3. FRANK’S INFLUENCERS “Clive Davis giving a moving speech dedicating the evening to Whitney Houston..” @f3CooperProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 4. Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 5. CULTURE’S ROLE FOR BRANDSProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 6. SPONSORSHIPProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 7. SPONSORSHIPProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 8. SPONSORSHIPProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 9. SPONSORSHIP Need to think about brands as more than a funding source because brands are thinking about their role in more sophisticated ways.Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 10. r NEW ROLE OF SPONSORSHIP Low Observer Sponsor Value Curator High Creator Source: PepsiCo 2011 Web2.0 Presentation by Frank Cooper & Shiv Singh Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 11. ROLE OF TECHNOLOGY Defining and Developing A Value-Creating EcosystemSource: Anthem Worldwide 2012Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 12. MOBILE’S KILLER APPS MOBILE APPS & THE SOLOMO INTERSECTION YOUTUBE GOOGLE SEARCH GOOGLE VOICE FACEBOOK GOOGLE MAPS GMAIL PANDOR RADIO THE WEATHER CHANNEL GROUPON TWITTER BARCODE SCANNER WORDS WITH FRIENDS FACEBOOK MESSENGER YELP SHOPKICK FOURSQUARE MOVIES BY FLIXTER TALK - TEXT TO VOICE LIVINGSOCIAL DROPBOX WEATHERBUG 28 OF THE TOP WORDS WITH FRIENDS GAS BUDDY 50 APPS HAVE FREE GOOGLE + FANDANGO A SOCIAL & OR REDBOX LOCAL SKYPE STREETVIEW COMPONENT SOCIAL LOCALSource: Nielsen Q4 2011 P30-Day Used Phone for ShoppingProprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved 10 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • 13. SMARTPHONE AR/Discovery OpportunitySHOPPERDiscovery and purchasebehaviorsSource: Nielsen  Smartphone  Analy2cs,  December  2011  IOS  &  ANDROID  Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 11 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • 14. AND THENTHERE’STHE TABLETSources: comScore and Intermedia October 2011Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 12 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • 15. AND THENTHERE’STHE TABLETSources: comScore and Intermedia October 2011Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 12 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • 16. CUDDLE UP MEDIUM AR/Entertainment Opportunity Source: Nielsen Q3 2011 Connected Device ReportProprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved 13 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • 17. FITS-IN MEDIUM 89% 82% 80% 76% 47% 49% 39% 43%Source: Nielsen Q3 2011 Connected Device ReportProprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved 14 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • 18. • Shipments of smartphones & tablets passed desktops/laptops • US mobile searches grew 4X last yearSOLOMO BY • Google forecasts $2.3 BN 2011 mobile revenues; 1 in 3 mobile searches are localTHE • Converts like crazy: after searching for a local business, 61% of users called and 59% visitedNUMBERS • 74% of consumers have purchased as result of using smartphone while shoppingCredit: Mary Meeker @Google’s Think Mobile 2/10/11Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 15 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • 19. BIG IDEASHIDING INSOLOMOProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 16 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • 20. BIG IDEASHIDING INSOLOMOProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 16 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • 21. SOLOMO’SBIGGESTTHREAT:PRIVACYSource: Nielsen Q3 2011 Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 17 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • 22. RED BULL AUGMENTED RACING High hurdle: • Buy 12 Pack • iPhone • Download App • Layout cans • Capture shiny 3D cans • Hit Render (20-seconds) Great adoption, stacks in stores, “sold a buttload of Red Bull.” -- Kevin Doohan, Director of Digital at ad:tech SF 2012Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 23. THE WORLD’S SMALLEST TOAST Gnomes from 6,666 years ago have arrived with beer? Let’s see ‘em.Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 24. PEPSI LOOTProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 25. BACK TO THE X-FACTOR PLATFORMProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 26. X-FACTOR PLATFORMProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 27. X-FACTOR PLATFORM- SUPERBOWL SPOT Augmented Reality arrives when a big idea meets natural extension in Superbowl spotProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  • 28. THANK YOU Connect: @marksilva @anthemww BIG BRAND HACKATHON CALL FOR DEVELOPERS SF CONVENTION CENTER JUNE 16-17, WINNERS ANNOUNCED JUNE 18Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved