The Future Of Immersive Experience Making, by Myles Peyton


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The Future Of Immersive Experience Making, by Myles Peyton

  1. 1. Myles Peyton EMEA Sales Director Mob: 07887 687 639 The Future of Immersive Experience Making
  2. 2. Agenda <ul><li>Total Immersion introduction </li></ul><ul><li>Demos </li></ul><ul><li>AR-Gimmick or Trend? </li></ul><ul><li>AR Value </li></ul><ul><li>Making AR accessible…AR from £10 </li></ul><ul><li>AR Futures </li></ul>
  3. 3. <ul><li>1 Vision: Transform passive to active </li></ul><ul><li>3 Platforms (web, mobile, kiosk) </li></ul><ul><li>4 Offices (London, Paris, Hong Kong, LA) </li></ul><ul><li>10 Years of AR market expertise </li></ul><ul><li>17 Patents filed </li></ul><ul><li>22 Percent re-invested into R&D </li></ul><ul><li>70 Team Members </li></ul><ul><li>82 Certified partners </li></ul><ul><li>300 Projects delivered in 2009 </li></ul>Total Immersion By The Numbers
  4. 4. Some Clients
  5. 5. … So What is ‘Augmented Reality’…? <ul><li>Augmented reality (AR) is when real life is enhanced with real time interactive digital media. This unique experience delivers a fun, captivating platform to engage the consumer and promote your brand. </li></ul>
  6. 6. Types of Solutions Geolocation (Location-based) GPS accelerometer compass CV – camera reads marker Marker-based Tracking CV – camera reads images/objects Markerless Tracking (MLT)
  7. 7. 2010 Going Mainstream
  8. 8. 2010 The year of “ After years of use in academic and industrial circles -- not to mention science fiction -- augmented reality is coming to consumers, who can expect to see it in their everyday lives in 2010.” – 'Augmented reality' poised to alter perspectives “ Augmented reality is set to infiltrate every aspect of our lives in 2010, with ecommerce one of the major growth areas.” – Top 5 ecommerce trends for 2010 “ AR will be one of the top 10 disruptive technologies from 2008 through 2012.” “ The mind fairly boggles at all the different things AR could do. It's pretty tough to think of an arena that couldn't be transformed by devices with this capability.” “ Its potential is huge. It’s a very natural way of exploring what’s around you.” “ It's a technology that can create innovative and sustained engagement between a brand and its target consumer through utility.”
  9. 9. “… So Lets Talk Business…”
  10. 10. in 2010?
  11. 11. What are the analysts saying…. <ul><li>Augmented Reality growing from less than $20 million currently to more than $300 million in 2014* </li></ul><ul><li>*Source: UK based Juniper Research company </li></ul><ul><li> </li></ul><ul><li>197 million augmented reality-capable smartphones set to be in the global market by 2012, up from nearly 91 million in 2010 </li></ul><ul><li>Total annual revenues from AR-enabled mob apps will reach $732 million in 2014, up from less than $2 million in 2010. ** </li></ul><ul><li>**Source: UK based Juniper Research company </li></ul><ul><li> ort.php?id=197 </li></ul>
  12. 12. Why customers buy? <ul><li>“… simply touching the product for a few seconds created an attachment that led people to pay more for the item…” James Wolf, ScienceDaily (Jan. 12, 2009) </li></ul><ul><li>“… people become personally attached to the product within the first 30 seconds of contact…” James Wolf, ScienceDaily (Jan. 12, 2009) </li></ul><ul><li>“… 70% of brand purchase decisions are made within the store…&quot; POPAI's Consumer Buying Habits Study in 1995 </li></ul><ul><li>“… 13% of shoppers leave a store without buying a product they had planned to purchase when entering…” OgilvyAction's study </li></ul><ul><li>“… One in ten shoppers will also switch brands inside the store…” Kristina Couzyn, Ogilvy shopper marketing director </li></ul><ul><li>“… shoppers always make their ultimate decision in the store. So the potential for in-store stimuli to influence that ultimate decision is always there. Peter Breen…” Managing Director, Content, In-Store Marketing Institute </li></ul>
  13. 13. Why ? <ul><li>AMScreen Petrol station study* </li></ul><ul><li>*Source: Tom Goddard Executive Chairman Digicom at ScreenMediaExpo 2010 (Digital Signage & DOOH) </li></ul><ul><li>94% of people look at the screen* </li></ul><ul><li>77% engaged with the screen and remembered specific content* </li></ul><ul><li>Delivered 44% sales uplift* </li></ul><ul><li>“ ..Imagine the possibilities with AR…” </li></ul>
  14. 14. Numbers, Stats, data, ROI… 35% lived experience >10times, 61% lived experience up to 5 times. 23% returning visitors, average time spent was 10.30 mins 501,058 web visitors in 1 st 2 weeks 2 Million visitors to date with 1000 new visitors a week Dwell time changed from 2mins to 6.5mins sales uplift by 400% 25 minutes average demo time at CES 2010 70% engagement, 13% conversion from AR to purchase Increased footfall by 100 people/day
  15. 15. Content is King!
  16. 16. ‘ AR’ From a ‘£10’
  17. 17. Futures
  18. 18. Futures
  19. 19. Innovations from the labs <ul><li>3d Tracking and interaction </li></ul><ul><li>Interactive Drawing </li></ul><ul><li>Hand Interaction steering wheel </li></ul><ul><li>Image Manipulation </li></ul>
  20. 20. The future is now…Thank you!
  21. 21. Live Presentation €120k Investment-12 Weeks <ul><li>Customer: Alstom </li></ul><ul><li>Industry: Power Generation & Rolling Stock </li></ul><ul><li>Project delivered by TI: “Vision 2009” </li></ul><ul><li>City/country: France </li></ul><ul><li>Date: May 2008 </li></ul><ul><li>Software: D’Fusion Pro® </li></ul>21 AR was used to underline some key statements from the Alstom’s CEO’s annual speech, which was broadcast to 10,000 staff globally. The event cost € 120k and was ~100k cheaper than using life size models & photorealistic animations. AR enabled effects to be used that no other presentation method could deliver. ~€100k Savings on 1 event (reduced costs on travel & life size clay models),video-gallery,watch,25.html <ul><li>Best technology Innovation </li></ul><ul><li>Best Convention </li></ul><ul><li>Chrystal Live </li></ul>“… congratulations to the TI team for the quality of the design and execution for this innovative show which will stay in all participants’ memory…” Patrick Bessy SVP Communications
  22. 22. <ul><li>Customer : Topps Europe </li></ul><ul><li>Industry : Trading Stickers </li></ul><ul><li>Project delivered by TI : “Bundes Liga” </li></ul><ul><li>City/country : United Kingdom </li></ul><ul><li>Date : September 2009 </li></ul><ul><li>Software : D’Fusion @Home® </li></ul>22 Topps Europe released create the world’s first range of 3D football stickers for the German Bundesliga in September 2009. Topps 3D Live stickers use augmented reality to give football fans the chance to see their favourite players come to life, make them play special moves and even score goals in a new free kick game on Topps’ Bunesliga website Topps Europe £50k Investment - 8 Weeks 84,000 web visitors in first month, 2.5 mins average experience time, 35% lived experience >10times, 61% lived experience up to 5 times.
  23. 23. <ul><li>Customer : Hugo Boss </li></ul><ul><li>Industry : Fashion </li></ul><ul><li>Project delivered by TI : Black Magic </li></ul><ul><li>City/country : United Kingdom </li></ul><ul><li>Date : Dec 2009 </li></ul><ul><li>Software : D’Fusion® </li></ul>23 Hugo Boss through its creative agency, Simon and John, wanted a Christmassy-feel for passers-by to entice them in-store. A greetings card ran a fashion-show in the window, or allowed the customer to play Blackjack in-store to win a £50 voucher. The campaign ran for 3 weeks, increased footfall into the store by an average of 100 per day and increased awareness of the fashion range, with a typical dwell-time of 6 minutes. Hugo Boss £30k Investment - 6 Weeks
  24. 24. <ul><li>Customer : Coca-Cola </li></ul><ul><li>Industry : Consumer Packaged Goods </li></ul><ul><li>Project delivered by TI : Coke Zero Avatar City/country : United Kingdom </li></ul><ul><li>Date : December 2009 </li></ul><ul><li>Software : D’Fusion @Home® </li></ul>24 Coke built a dedicated brand called “AVTR” to host experiences building up interest in the Avatar franchise and make a connection between the product and the film. Millions of coke products acted as the AR trigger. Coca Cola 60,000 YOU TUBE hits in 1 month, 23% returning visitors, average time spent was 10.30 mins
  25. 25. <ul><li>Customer : Sosro </li></ul><ul><li>Industry : FMCG </li></ul><ul><li>Project delivered by TI : @Home Augmented Reality to track 4 different packs of ‘Teh Celup Sosro’ and ‘Sosro Heritage’ tea variants </li></ul><ul><li>City/country : Indonesia </li></ul><ul><li>Date : September 2009 </li></ul><ul><li>Software : D’Fusion @Home® </li></ul>25 Started with online marketing with an AR web application, with added in store marketing application in Indonesian hypermarkets, such as Carrefour, Hypermart, and Giant. Road shows were conducted in 3 major cities. Sosro 8 Weeks Road show during 1,5 months in 3 cities and around 15 different store = sales uplift by 400% h?v=U0Bf8WLDoCM ch?v=uyE_68G0JOA
  26. 26. Paramount £38k Investment - 8 Weeks <ul><li>Customer : Paramount </li></ul><ul><li>Industry : Movie Production </li></ul><ul><li>Project delivered by TI and PPC : “Star Trek” </li></ul><ul><li>City/country : United Kingdom </li></ul><ul><li>Date : May 2009 </li></ul><ul><li>Software : D’Fusion @Home® </li></ul>50,000 web visitors in 1 week, 3.5mins average experience time 48 000 ‘ you tube ’ video viewers in 1 week www.expe 26 To promote the international release of STAR TREK on May 8th, Paramount Pictures International (PPI) launched ‘ Experience The Enterprise ’; a groundbreaking augmented reality (AR) application placing a 3D interactive version of the Starship Enterprise in the palm of your hand. Picture Production Company (PPC) and Total Immersion worked together to deliver this successful web experience.
  27. 27. <ul><li>Customer : Paramount </li></ul><ul><li>Industry : Movie Production </li></ul><ul><li>Project delivered by PPC : “Ironman 2” </li></ul><ul><li>City/country : United Kingdom </li></ul><ul><li>Date : May 2010 </li></ul><ul><li>Software : D’Fusion @Home® </li></ul>501,058 web visitors in 2 weeks, 2 mins average experience time 11,218 personal ‘ you tube ’ videos created in 2 weeks 27 To promote the international release of Ironman 2 on May 7th, Paramount Pictures International (PPI) launched , a ground breaking augmented reality (AR) application allowing you to select from Iron man or War Machine and place it on your head in a realtime fashion. Picture Production Company (PPC) delivered this successful web experience Paramount £38k Investment - 8 Weeks
  28. 28. <ul><li>Customer : Paramount </li></ul><ul><li>Industry : Movie Production </li></ul><ul><li>Project delivered by TI, Pimento & PPC : “Transformers 2” </li></ul><ul><li>City/country : United Kingdom </li></ul><ul><li>Date : June 2009 </li></ul><ul><li>Software : D’Fusion @Home® </li></ul>28 To promote the international release of Transformers 2 on June 24th, Paramount Pictures International (PPI) launched ‘ We are Autobots ’; a groundbreaking augmented reality (AR) application placing a 3D Optimus Prime's head appear on your own head. Picture Production Company (PPC) and Total Immersion worked together to deliver this successful web experience Paramount £35k Investment - 8 Weeks 2 Million visitors to date. 82,000 visitors in 1 st week. 3 min. average experience time. Over 143,000 views of the official you tube video, with 1000 new visitors a week still watching the experience 8 months after the conclusion of the campaign. www.wear
  29. 29. 20 th Century Fox £35k Investment - 8 Weeks <ul><li>Customer : 20 th Century Fox </li></ul><ul><li>Industry : Movie Production </li></ul><ul><li>Project delivered by TI and Dreamscape : “Night at The Museum 2” </li></ul><ul><li>City/country : Australia </li></ul><ul><li>Date : 27 th April 2009 </li></ul><ul><li>Software : D’Fusion @Home® </li></ul>More than 20 000 unique visitors in 1 st two days, which is what they achieved in the 1 st 3 weeks of the campaign without AR. With the launch of AR the staying time changed from 2mins to 6.5mins w w 29 “… Six minutes is a significant amount of time for users to spend on a website and is a really terrific result…. … The other consideration is that the technology should have a prolonged PR effect and it also has strong viral potential…. … In summary, the site traffic was strong and it appears from the average time spent on the site that consumers were engaged by the content…” Kate Nicholls, 20 th Century Fox Project Manager
  30. 30. Opus £25k Investment - 5 Weeks <ul><li>Customer : Opus Media Ltd </li></ul><ul><li>Industry : Publishing </li></ul><ul><li>Project delivered by TI & Wonderworks : “Opus MJ” </li></ul><ul><li>City/country : United Kingdom </li></ul><ul><li>Date : August 2009 </li></ul><ul><li>Software : D’Fusion @Home® </li></ul>10,000 web visitors in 3 days, 5 mins average experience time 2500 ‘ you tube ’ video viewers in 1 st few days www.krak 30 The “Official Michael Jackson Opus,” produced by the London-based luxury publishing company Kraken Opus, will launch this 380-page glory this December. Fowler believes augmented reality will make potential buyers pay up the $165 (40% extra) for the book, compared to traditional prices of $99.
  31. 31. Kia £40k Investment - 8 Weeks <ul><li>Customer : Kia </li></ul><ul><li>Industry : Automotove </li></ul><ul><li>Project delivered by TI : “Go Hamster Go!” Facebook Application </li></ul><ul><li>City/country : USA </li></ul><ul><li>Date : August 2009 </li></ul><ul><li>Software : D’Fusion @Home® </li></ul>For the launch of the new Soul vehicle, Kia wanted to reach a niche market of 18-34 year olds in an interactive, relevant way while incorporating the popular hamsters from the “A New Way To Roll” television campaign into their online marketing. Kia debuted the world’s first Facebook AR face recognition application with great success. 6,200 players signed up in 1 st few hours, over 600 active users still using the game 3 months after launch. Ranked #1 in Funkadelic Advertising’s Top 10 Augmented Reality Advertising Campaigns, Sept. 7, 2009. Featured in IPG Future of Media Blog: &quot;Top 5 Ways Brands Can Use Augmented Reality,&quot; Oct. 5, 2009.
  32. 32. 32 World’s first AR Digital Out of Home Campaign for a theatrical release Objective Broaden the movie going audience by reaching mass consumers and engaging them through pivotal themes of the story Execution Deployed AR enhanced “face enrichment” installations in key US markets 24/7 interactivity Flight: Dec 2008-Jan 2009 <ul><li>MediaPost Digital Out-of-Home Awards </li></ul><ul><li>Winner: </li></ul><ul><li>Best In Show </li></ul><ul><li>Best National </li></ul><ul><li>Campaign </li></ul><ul><li>Best Use of </li></ul><ul><li>Interactive </li></ul><ul><li>Technology </li></ul>Results Generated tremendous consumer reaction and pre-buzz for the film £32k Investment - 6 Weeks
  33. 33. Nokia N97 Launch <ul><li>Customer : Nokia </li></ul><ul><li>Industry : Telecoms </li></ul><ul><li>Project delivered by TI and Lexis : “N97” </li></ul><ul><li>City/country : United Kingdom </li></ul><ul><li>Date : May 2009 </li></ul><ul><li>Software : D’Fusion Pro® </li></ul>33 AR was used to promote the UK launch of the new N97 mobile phone at the Getty Images Gallery press event. Nokia launched 6 groundbreaking augmented reality (AR) gallery experiences, highlighting the key features of the new handset. This experience was then continued in their London flagship store on Regent Street £45k Investment - 8 Weeks