¡ ! "We create new things from the convergence of these 3 digital worlds, bringing added value to brands and people." TECHNOLOGIES
In the digital world we live in, we need to understand and take advantage of the sphere of influence around our brand and each one of our consumers. Then we deliver campaign/actions based on technologies to converge these media towards the brand objectives. This is called DIGITAL SURROUND MARKETING. HOW WE DO IT
Attract Connect Inform Assist Convert OUTSIDE INSIDE DIGITAL SURROUND MARKETING: A NEW APPROACH We PULL customers from the external circle… … and PUSH the brand from inside.
AUGMENTAD: TOUCHLESS INTERACTIVITY Using xBox Kinect devices we created a platform for interacting with content without touching any device. Just be yourself. Just stand. Just move. GESTURES BODY EFFECTS REALITY Navigate content through gestural interactions. Use your full body to move or control an avatar/puppet. Create realtime visual effects and illusions on the go. Mix the real and digital worlds. Augment your reality.
Using face tracking algorythms we are allowed to place augmented reality material over the face of the customer to generate WOW effect and involvement with the campaign. See the technology in action at: Muchoviaje.com: do you need vacations? http://www.muchoviaje.com/necesitas_vacaciones/ Tiger face example: http://www.youtube.com/watch?v=IycBhKScPbA We are autobots: http://www.youtube.com/watch?v=pzB4mIPdm9k Glasses virtual mirror: http://www.youtube.com/watch?v=0X68XE_DWgo Rayban virtual mirror: http://www.youtube.com/watch?v=Ag7H4YScqZs FACE TRACKING / HEAD TRACKING
Using cameras and a static precaptured background we may extract customers from their environment and place them in funny situations / landscapes. See the technology in action at: Sky background example: http://www.youtube.com/watch?v=mETTCIQOcvw Sunset background example: http://www.youtube.com/watch?v=ieiXYs-L338 Realtime chromakey example: http://www.youtube.com/watch?v=2XWvsR3b18A Realtime chromakey example: http://www.youtube.com/watch?v=aE0F4F5WIuI DIGITAL REALTIME CHROMAKEY
FUNNY FACES Using cameras and prefixed image filters we may take pictures of people in different funny situations. See the technology in action at: Funny faces examples: http://www.youtube.com/watch?v=THvVlGakKq4
WEARABLE INTERACTIVE NOMADIC MEDIA Digital screens and projectors to generate street marketing experiences around or inside the target (store, POS or event) See the technology in action at: http://www.youtube.com/watch?v=GLVACrMGQB4 DIGITAL SIGNAGE / OUT-OF-HOME
DIGITAL SURROUND MARKETING IN ACTION SOME COOL EXPERIENCES WE’VE CREATED
Capture attention: A shopwindow with 3 random optical illusions grabbed the attention of passersby (invisible, blurred and following eye).
Traffic generation: Promoters distributed hat-shaped flyers with augmented reality markers to invite people to show them in front of the shopwindow and win prizes. Prizes then are exchanged inside the store to generate traffic inside.
Audience metrics: For every single location the digital shopwindow was installed, we were able to give accurate audience metrics to the client, including viewers count, attention time, gender and age group of the target.
Traffic generation : We used billboards at the event to invite people to take a picture of a marker and then go to our stand to play with augmented reality. For current customers we sent another marker by email to invite them to come and play at the events.
Involvement : people passing by in front of the stand realized that they were being followed/seen by our digital puppet: a 3D bee.
Sales assistance : People who touched our screens may receive recommendation on products based on their customer profile and needs.
Traffic generation : We invited people to go and eat at the food zone in the mall (while most of them didn’t know there was a food corner at the place). Once they ate, they exchanged their purchase tickets at our stand for playing with augmented reality.
Capture attention : We installed 6 corners at the sports/travel section in El Corte Inglés. Using a motion detection algorythm, we honked at passersby.
Purchase Assistance : Once the interaction started, we helped people find the right backpack asking them questions about their lifestyle.
Data capture: using a raffle as a hook, we captured data from people interested in the brand to keep in touch after the promotion.
DIGITAL SURROUND MARKETING IN ACTION
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