INTRODUCTIONIn this presentation, the autor study proven dataand real consumer behavior to scope the potentialof Augmented Reality for the consumer packagegood industry.Mathieu Bouyrie has been one of the first producerof AR experience and game for the consumer packagegoods with Molson Dry. He receipt award andrecompense all over the world for his job.
PERSPECTIVE: THE MOBILE ECOSYSTEM CAN CONSUMERS PLAY WITH AR ON MOBILE?
PERSPECTIVE: THE MOBILE ECOSYSTEM CAN CONSUMERS PLAY WITH AR ON MOBILE? Yes. 100% of smart-phones have a webcam and in the US, 25-34 year olds were 44% more likely to access mobile media than an average mobile user. Source: comScore First Comparative Report on Mobile Usage in Japan, United States and Europe, October 7, 2010
PERSPECTIVE: THE MOBILE ECOSYSTEM WHAT DO CONSUMERS EXPECT FROM APPS?
PERSPECTIVE: THE MOBILE ECOSYSTEM WHAT DO CONSUMERS EXPECT FROM APPS? More than three-quarters of mobile app users said they expected all brand name companies to have a mobile application, and nearly as many said they expected the app to be easier to use than the companys website. Source: EffectiveUI survey conducted by Harris Interactive, Nov 10, 2010
PERSPECTIVE: THE MOBILE ECOSYSTEM ARE APPS A MUST?
PERSPECTIVE: THE MOBILE ECOSYSTEM ARE APPS A MUST? Yes. Consumers do consider apps a must, according to an October 2010 survey from interface design agency Effective UI conducted by Harris Interactive. Source: EffectiveUI survey conducted by Harris Interactive, Nov 10, 2010
PERSPECTIVE: THE MOBILE ECOSYSTEM WHAT DO PEOPLE DO WITH MOBILE TODAY?
PERSPECTIVE: THE MOBILE ECOSYSTEM WHAT DO PEOPLE DO WITH MOBILE TODAY? 66.8%: Sent text message to another phone 50.6%: Took photos43.7%: Used connected media34.0%: Used browser31.1%: Used application 27.9%: Used email (work or personal) 22.5%: Played games21.3%: Accessed social networking site or blog Mobile behaviors by percent of total mobile audience in the US, 7 October 2010, research by ComScore
PERSPECTIVE: THE PC ECOSYSTEM Deloitte estimates the current worldwide PC install base at more than 1.5 billion units, and PC device sales are expected to increase 15% year-over-year in 2011. By the end of 2011, Deloitte projects mobile devices will represent about 25% of the global computing device install base. Source: Deloitte Touche Tohmatsu Limited, 2010
PERSPECTIVE: THE PC ECOSYSTEM CAN CONSUMERS PLAY WITH AR ON PC’s?
PERSPECTIVE: THE PC ECOSYSTEM CAN CONSUMERS PLAY WITH AR ON PC’s? Yes. A majority (56%) of online people in North America, over the age of 18, have used a webcam, according to a new Ipsos Reid poll conducted on behalf of Microsoft. As might be expected, Americans aged 18 to 34 are most likely (74%) to have used a webcam, while usage rates are lower among those aged 35 to 54 (51%) or older than 55 (45%).
PERSPECTIVE: THE PC ECOSYSTEM WHAT DO PEOPLE DO WITH PC’s TODAY?
PERSPECTIVE: THE PC ECOSYSTEM WHAT DO PEOPLE DO WITH PC’s TODAY? Source:Nielsen NetView – June 2009-June 2010*Other refers to 74 remaining online categories visited from PC/laptops**NetView’s Videos/Movies category refers to time spent on video-specific (e.g., YouTube, Bing Videos, Hulu) and movie-related websites (e.g., IMDB, MSN Movies and Netflix) only. It is not a measure of video streaming or inclusive of video streaming on non-video-specific or movie-specific websites (e.g., streamed video on sports or news sites).
You, as a CPG company, distribute Xmillions products a year. You own a mediaforce with your distribution power. Thispower can now leverage a new level ofendorsement, by linking what people wantto do, with what you want them to know.
RECOGNITION TECHNOLOGY HOW IS AN AR EXPERIENCE ACTIVATED?
RECOGNITION TECHNOLOGY HOW IS AN AR EXPERIENCE ACTIVATED? An augmented reality experience is activated via a graphic element or by facial recognition. Then, a digital eyepiece on a computer or smart-phone, driven by specific software, recognizes the marker and delivers the content. The graphic element can be a specially designed marker, a marker created from an existing graphic element (aka. Marker-less).
RECOGNITION TECHNOLOGY HOW IS AN AR EXPERIENCE ACTIVATED? Marker “Marker-less”
EXAMPLE- - > CHEERIOSUsing “marker-less” recognition technology, Cheerios is an other good example of agame trigger direclty with the package.
Experience conceived and produced by Mathieu Bouyrie “Marker-less” and Facial recognition technology were utilized in the Gatorade AR experience. The “G” on the bottle was programmed as the marker to start experience. Then, the webcam recognized the users face to help position the hockey gear on the user as if the user were actually wearing it. The strategic idea behind the experience was to align with the current Gatorade REPLAY promotion. The user must perform squats to earn gear to then move on to the next level of the gaming experience.
Experience produced by Mathieu BouyrieUsing “marker-less” recognition technology, MOLSON DRY was a promotion that washighly successful (as measured by viral awareness) that gave the user the opportunity torecord themselves while enjoying the experience. Users were able to upload and sharethe recording. As an example of marker-less recognition, the brand logo wasprogrammed to activate the experience.
EXAMPLE - - > ARhrrr!ARhrrr! is a classic point-and-shoot gaming experience thatuses a mobile device as the controller. This allows afreedom of movement around the game board. In this case,the candies from the SKITTLES brand are used as bombsthat the user activates by pointing at and tapping thephone screen. As of March 10, 2011, the You Tube videohas had over 770,000 views. The game board is themarker that activates the experience.
EXAMPLE - - > ADIDAS GAMING is the most complex of the types of AR content that can be created. The content rich experience must stream smoothly and provide levels of difficulty to challenge the user and make for a fun and rewarding experience. Utilizing a brand’s product to control the game reinforces the brand with the user. ADIDAS is a perfect example of an experience that used a specially printed marker on the tongue of the shoe.
LOCATION TECHNOLOGY - - > GPS Location tracking uses global positioning (GPS) to locate a user and provide relevant information. This technology can be used to overlay AR information onto the real world scene to help find points-of-interest. Additionally, a company can use this technology to provide offers to entice consumers to buy their products or use their services.
LOCATION TECHNOLOGY - - > GEO-FENCING US marketers have already begun experimenting with exactly this type of smart shopping service. "Geo-fencing" provides personalized marketing messages to shoppers based on their location or proximity to a marketers store. 1020 Placecast, for example, piloted a ShopAlerts program that was embraced by mobile users: 60% said the location-triggered messages were "cool" and "innovative"; 79% claimed to be more likely to visit a store; 65% made a purchase. Interactive TV & Mobile DevicesLast Updated Wednesday, 09 February 2011
LOCATION TECHNOLOGY - - > GEO-FENCING 66% of 18-44 year old adults said they were somewhat likely to try mobile coupons. 31% said they would be willing to give their mobile number in exchange for mobile coupons. When you reduce the age range to 18-34 year adults, the number jumps to 50% willing to receive coupons on their mobile phone by giving their number to aPenetration Mobile Marketing Demographics and Market business. The convenience of clipping and carrying a coupon on your phone is instinctively undeniable. That’s why almost 70 million mobile coupons worth $2.4 billion are expected to be redeemed in 2013, up from only 200,000 coupons in 2009. and Statistics Mobile Marketing Growth