How brands are using Augmented Reality to boost social shopping

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A look at how Augmented Reaity is being harnessed by brands to achieve greater campaign impact, trialling and social sharing.

We look at what is Augmented Reality and why it is important. We look at how Mark Zuckerberg believes Social Shopping is 'the next big thing'.

Examples including Ben & Jerry's, Calvin Klein, Ray Ban, BMW and H&M.

The presentation includes suggestions to help you think about using AR as part of your digital marketing strategy,

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How brands are using Augmented Reality to boost social shopping

  1. 1. How Brands can harness Augmented Reality for Social Shopping<br />Jamie Riddell, CEO <br />Digital Tomorrow Today <br />
  2. 2. What is Augmented Reality?<br />Augmented Reality is technology that helps display virtual elements in real situations.<br />This technology can be harnessed through webcams and mobile devices.<br />
  3. 3. Who is this relevant to? <br />Brands selling products on and offline.<br />Brands seeking to connect offline and online/mobile purchasing. <br />Great for Retail, Automotive & FMCG brands. <br />
  4. 4. Who are we?<br />A future looking Digital Marketing Consultancy with a strong foundation in ‘traditional’ digital marketing.<br />Founded by Jamie Riddell & Katherine Riddell (Jerman) two of the UK’s most experienced and successful digital marketing experts.<br />UK based, globally active. <br />
  5. 5. What is Social Shopping?<br />For many, shopping is a social experience. <br />Social Shopping refers to the experience of shopping (on and offline) harnessed by social connections. <br />This could mean taking pictures & sending them to your friends or asking your Facebook friends for suggestions of what to buy.<br />
  6. 6. Examples of Social Shopping<br />Facebook is currently the leading platform for social shopping. <br />In part due to the sheer size of audience. <br />Brands are harnessing that to create social shopping experiences within Facebook. <br />For example, BestBuy Shop + Share<br />
  7. 7. Why is AR important to brands?<br />The market for augmented reality (AR) in the US alone is expected to hit $350m (£218m) in 2014.<br />Up from around $6m (£3.8m) in 2008. <br />ABI also point to apps as the most important driver for future AR growth.<br />AR offers the ability to ‘bring brands to life’ which can improve conversion rates or decrease return rates.<br />Source: http://www.abiresearch.com/search/search.jsp?query=AR<br />
  8. 8. Why is Social important to brands?<br />Need any more reasons?<br />Credit:<br />Icon & Company <br />Link<br />
  9. 9. Examples of AR Shopping<br />
  10. 10. IBM Virtual Mirror<br /><ul><li>IBM’s Virtual Mirror Cosmetic Counters*.
  11. 11. In stores across USA & Europe.
  12. 12. By scanning barcodes of the cosmetics you wish to try, the mirror will display your face with the chosen cosmetic.
  13. 13. Brands included L’Oreal, Maybelline, Covergirl and Revlon
  14. 14. The mirror helps consumers try make up without application and removal and helps the stores track what products are being reviewed and purchased.</li></ul>*Working with EZ Face<br />
  15. 15. Ray Ban’s Virtual Mirror<br /><ul><li>Another virtual mirror concept.
  16. 16. Works using webcam and internet connection.
  17. 17. Get your face in the webcam and try on sunglasses.</li></ul>http://www.ray-ban.com/uk/science/virtual-mirror<br />
  18. 18. BMW – Z4 launch <br />BMW offered a printable ‘target’.<br />Users printed the target & held it to the webcam.<br />This activated a car that could be interacted with.<br />Watch the Video for more. <br />
  19. 19. Mobile apps with sharing <br />
  20. 20. Ben & Jerry’s Moo Vision<br />Ben & Jerry’s ’Scoop of Happiness’<br />An iPhone app that used ‘Moo Vision’ to offer a fully immersive experience when you pointed the app at a tub of ice cream.<br /><ul><li>The app also included sharing functionality to post your experience to Facebook.
  21. 21. Watch the video for more.</li></li></ul><li>H&M Virtual Fitting<br />US consumers could to select any item they wish to view and then capture a picture of themselves wearing it using their mobile app with AR.<br />The free app encouraged users to take pictures of their outfits and post them to Facebook.<br /> As an additional incentive, the app users were also offered a 10% off their clothes purchase.<br />
  22. 22. Further Examples<br />Calvin Klein 2011<br />
  23. 23. Further Examples<br />Boucheron – Virtual Rings 2011<br />
  24. 24. Further Examples<br />Nearest Metro Finder in Paris <br />
  25. 25. How your brand can harness augmented reality<br />
  26. 26. Harnessing AR<br />AR will work well as part of a marketing campaign. <br />But should rarely be used as ‘the campaign.’<br />Can you display your product virtually? <br />Consider what element of your product/business/campaign could be shared through AR.<br />Start with a small element to test the opportunity before committing bigger budgets. <br />Consider also the technology acceptance of your audience, this is still ‘cutting edge’!<br />
  27. 27. Need help?<br />
  28. 28. How we help<br />Insight – we constantly scour the horizon for what’s coming. We translate that into how you can harness it for your digital marketing campaigns.<br />Strategy – we create or improve your digital marketing strategies to ensure they are profitable today and tomorrow. <br />Training – ensuring your teams know what is coming, why it is important and how you can harness it.<br />
  29. 29. Connect with us<br />www.digitaltomorrowtoday.com<br />www.facebook.com/digitaltomorrowtoday<br />www.twitter.com/digitomorrow<br />www.Twitter.com/jamieriddell<br />

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