/augreade @augreade [email_address] #SIMO11
SERIOUS GAMES AND  ALTERNATE REALITY GAMES (ARG)  FOR MOBILE DEVICES
The Witness. The first movie in the OUTERNET
INTERACTIVE NARRATIVE
OUTERNET
<ul><li>Augmented reality </li></ul><ul><li>Geolocation </li></ul><ul><li>QR Codes </li></ul><ul><li>Alternate reality gam...
<ul><li>What do you usually use to eat it with? </li></ul>
Playing with combinations
The GAME. Trailer  WHY AN ALTERNATE REALITY GAME?
INGREDIENTS OF ARG
<ul><li>T his   I s   N ot   A   G ame </li></ul><ul><li>This Is Not (Just) An Advertisement </li></ul><ul><li>-TINAG prin...
WHY AUGMENTED REALITY?
<ul><li>AUGMENTED REALITY_ the “HOW”? </li></ul>A video Stella Artois  (geolocalitation and augmented reality)
QR CODES: ”WHY & HOW”?
WHY & HOW A MOBILE? It’s a mobile world!!
 
 
PITFALLS OF ARG
Not only GAME but also EXPERIENCE Social component (rewarding experience) Narrative element (Storytelling) User personal e...
<ul><li>=real, fun, fast and competitive  </li></ul>
<ul><li>Sucessful advertising tells a good story </li></ul><ul><li>ARG examples </li></ul>Remember Tortilla Española
When to use an ARG? Source: simon.brookes
/augreade @augreade [email_address]
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Serious Games: Alternative Reality Games

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Discover the mistakes of this presentation and send an email to augreade@augreade.com with the answer and you will win an executive report about Who is Who in Augmented Reality. Until the end of 2011!

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  • The key to developing successful ARG campaigns that provide customer engagement as well as translate to sales will be ensuring that they support the local communities they&apos;re used in while creating unforgettable experiences for the customers using them. In many ways, ARG brings offline experiences to online sales by enhancing the experience and driving brand visibility.
  • The German film “The Witness” lets users become a part of the film for the first time via AR, (which means augmented reality), and determines the outcome of the movie based on their own actions on their smartphones. As you see their job is to track down the victim, finding clues, communicating with other participants and viewing other scenes on location around the city of Berlin.
  • &amp;quot;The Witness&amp;quot; works like a smartphone-centered fusion of a traditional thriller and an interactive ARG : German viewers applied to participate online, and the &amp;quot;winners&amp;quot; got to enter a real-life version of the movie in which they play a role, using their phones to watch snippets of the film that play out like a virtual layer over the physical scene they&apos;re standing in. For example, when the &amp;quot;film&amp;quot; begins in a Berlin hotel at the scene of a kidnapping, the player/viewer is literally standing in the same room where the scene took place, holding their phone up over it like a window to watch how it plays out You can either choose to solve the crime and save the day, or (intentionally or not) end up a red stain on the concrete. the interactive narrative.
  • The architectural space of the city is transformed into a narrative script, a chessboard, where we are the main caracter. A new concept “Outernet”… the opposite of internet was coined by the Consultants “TrendOne” .. and this concept is focused on mobiles and the off line world.. where through mixing the two worlds Internet is integrated into the real world, while remaining invisible. Thanks to mobile devices (Smartphones, iPad, iPod) the internet merges with the outside … (outernet). “ The Witness” is the first Outernet movie, where the actual real places in the city become the setting for the movie… and this is possible because of the Mobile Augmented Reality technology.
  • If I were you, after watching this example I would wonder about the results of this in marketing. How and how much of the combination of the following elements is important to engage the customer with my advertising message: A film + Augmented Reality + Geolocation + QR Codes + A city + Interactivity + ARG (alternate reality games) + user in the first person… . How and how much of the combination of these make a strong influence “on” the narrative plot of your advertising message.
  • Have you ever eaten a spanish omelet? What do you usually use to eat it with? And please don’t say your fingers.
  • If you go to Bully restaurant Ferran Adria will offer you a liquid spanish ommelett. This is another experience for eating/having/consuming/experimenting a spanish omelet playing with combinations of different elements.
  • 1) I wonder how many of us know the concept of alternate reality games? (please, rise your hands) An alternate reality game is a serious game. So the best way to understand what I mean is to look at the film THE GAME with Michael Dougles, so how many of you have seen the film? Don’t worry if you havent seen it I will show you a scene from the film. You will understand what I mean about an alternate reality game. The ARG is an interactive marketing campaign allowing participants to play a part in the story being told. The ARG provides the ultimate pull-marketing strategy steeped in who you are as a brand. Your product is a marketplace of collective intelligence– allowing a task (planning a trip) to become easier due to the contributions of many. The ARG embraces that concept; a task that may be too complicated for any given person becomes much easier on the web.
  • ARG designers need to ask themselves: Is this so realistic that people will be fooled by it? What about people who only see one piece? What potential harm could I cause? Could this get me sued or arrested? Running dates: the total duration of the game, specifying whether it is still ongoing Prizes/earnings for participants: the possibility for players to earn prizes and rewards Means of interaction: the means of communication used to perform the game, such as message boards, phone calls, emails, etc. Online/offline gaming: the possibility for participants to play online and offline Special requirements for participants: specific requirements that players need to have or necessary actions to do (such as purchasing items in order to play) Design teams: information on the developing team Funding model: the way the game is supported economically (through sponsors, players, etc.) D escription of their goals: the story of the game and its objectives
  • 2) So the most important of an Alternate Reality Game is the TINAG principle TINAG principle you use it to design an ARG what is related to GAMIFICATION. It is all about GAMIFICATION, mechanics of the game. the purpose of gamification is to drive consumer participation the interactive narrative.
  • 1) Augmented Reality is a digital layer over the real world that you can’t see with the naked eye but you can see with the camera on your smartphone or computer 2)It was the same campaign at London&apos;s Victoria railway station on March 5. Word spread fast as travelers found they could interact with the angels in virtual reality on a big screen, after stepping on a special floormat. I wonder how many people missed their trains as a result Its most popular application on mobile devices is given where, using the camera and the GPS-global-positioning system of the device, it provides information to users about their environment
  • But why and how should your company use augmented reality? The language of the future is very visual, and thus creates an opportunity for brands to offer AR experiences on their mobile phone, via the true commercial power of augmented reality. This power lies in its ability to let users hold and interact with products that are designed specifically for the virtual world. The longer a person touches a product, the more they are likely to buy it 2) With augmented reality, marketers can take the physical world and combine it with the digital world, giving both users and brands the ability to connect even further with a product before, during and after making a purchase. 3 just in case) Augmented Reality is nothing new. It’s been around officially since 1990, when Boeing researcher Tom Caudell coined the term to describe a digital display used by aircraft electricians that blended virtual graphics onto a physical reality. In other words, augmented reality combines two very different dynamics: the perception of personal exclusivity and a multi-dimensional, sensory experience.
  • measuring the success: it&apos;s often about visibility, where it was shown, who shared them, and more. One of the best campaigns have been with Airwalk ( see slideshow ) and an Esquire Magazine cover with Brooklyn Decker that allowed users to take their virtual photo with the supermodel upon checking in to certain Barnes and Noble locations. For the Airwalk project, it was about generating revenue by selling product? And they sold out 600 pairs of limited edition shoes in a weekend and had the most traffic in terms of their e-commerce site in the history of the company
  • Today, the marketing impact of design and content on traditional websites is under siege by the move to mobile communications and interest in social media. Because a mobil is the key of a lot of apps. mobile is not only an up and coming distribution channel, but that it may also be the key to bridge the gap between offline and online as advertising redefines itself and adapts to a digital world.  it’s a mobile world” and everything we do is being integrated by mobility The product and the brand are able to be connected to consumers in real time.  “These devices are an extension of USER” The Key to Mobile Success: Know Your User
  • elBulli deconstructs or reconstructs existing dishes and, without doubt, one of the most famous and copied recipes are deconstructed tortilla. This dish comes from a potato omelette life for a deconstruction of the dish and although it is an icon Adria&apos;s kitchen, it&apos;s actually a recipe from chef Marc Singla.
  • mobile also has the potential to redefine the way brands interact with consumers there are some major challenges from formats that are not engaging, clients that are not educated, and the reality of operationalizing mobile media transactions at scale.  people don’t seek ads and so mobile advertising needs to be all about “real time utility.”  Brands need to make sure they are leveraging mobile to enhance the experience and agencies need to play a key role in making that happen.  The product needs to evolve to more engaging ad formats, agencies  need to challenge their clients and themselves to “create something more unique” and tech enablers need to make it efficient for buyers and sellers to operationalize it. 
  • Provides users with a valuable experience every day, every time they return, and if you continue to deepen the game experience
  • When I win, I want to return the favor. If the experience was good I want to invite some friends all that just helps me to progress through the game. I&apos;m speeding up my experience in the game. but it&apos;s all about engagement and allowing companies to think up new ways to connect people with products. When they have a good experience, they&apos;re more likely to come back. Alternate reality games are a great way to directly involve fans in storytelling…as long as you use your transmedia Tell Stories is a new alternate-reality game that tasks players with finding their way through six story lines based on classic Penguin novels and a seventh story that ties them all together
  • as an additional form of advertising (in other words, it shouldn&apos;t be your only strategy). the expense of pulling off an ARG campaign pales in comparison to traditional print or broadcast advertising and establishes a longer-lasting, deeper connection with your consumers via an emotional connection, which in the end turns to more repeat business and sales. marketing strategies to a more immediate and sensory level with customers, allowing greater interactivity in the selling and buying process.  ARG can create an emotional connection between what the buyer is searching for and what the product can offer. In short, it gives the product a personal feel when consumers can picture it in their own world. For most brands, engaging customers must come before, during and after you&apos;ve created a dialogue with them, and with AR, brands engage with consumers, both cognitively and through their senses. it is rather simple: if the messaging and the experience are not engaging, and do not create brand desire, then customers may just move on to a competitor.
  • The key to developing successful ARG campaigns that provide customer engagement as well as translate to sales will be ensuring that they support the local communities they&apos;re used in while creating unforgettable experiences for the customers using them. In many ways, ARG brings offline experiences to online sales by enhancing the experience and driving brand visibility.
  • Serious Games: Alternative Reality Games

    1. 1. /augreade @augreade [email_address] #SIMO11
    2. 2. SERIOUS GAMES AND ALTERNATE REALITY GAMES (ARG) FOR MOBILE DEVICES
    3. 3. The Witness. The first movie in the OUTERNET
    4. 4. INTERACTIVE NARRATIVE
    5. 5. OUTERNET
    6. 6. <ul><li>Augmented reality </li></ul><ul><li>Geolocation </li></ul><ul><li>QR Codes </li></ul><ul><li>Alternate reality games </li></ul>
    7. 7. <ul><li>What do you usually use to eat it with? </li></ul>
    8. 8. Playing with combinations
    9. 9. The GAME. Trailer WHY AN ALTERNATE REALITY GAME?
    10. 10. INGREDIENTS OF ARG
    11. 11. <ul><li>T his I s N ot A G ame </li></ul><ul><li>This Is Not (Just) An Advertisement </li></ul><ul><li>-TINAG principle- </li></ul><ul><li>GAMIFICATION </li></ul>HOW AN ALTERNATE REALITY GAME?
    12. 12. WHY AUGMENTED REALITY?
    13. 13. <ul><li>AUGMENTED REALITY_ the “HOW”? </li></ul>A video Stella Artois (geolocalitation and augmented reality)
    14. 14. QR CODES: ”WHY & HOW”?
    15. 15. WHY & HOW A MOBILE? It’s a mobile world!!
    16. 18. PITFALLS OF ARG
    17. 19. Not only GAME but also EXPERIENCE Social component (rewarding experience) Narrative element (Storytelling) User personal experiences (expression) = Interaction quick, easy, light, fun and social with real friends
    18. 20. <ul><li>=real, fun, fast and competitive </li></ul>
    19. 21. <ul><li>Sucessful advertising tells a good story </li></ul><ul><li>ARG examples </li></ul>Remember Tortilla Española
    20. 22. When to use an ARG? Source: simon.brookes
    21. 23. /augreade @augreade [email_address]

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