This document discusses the potential for augmented reality in the consumer packaged goods industry. It begins with an introduction to the presenter, Mathieu Bouyrie, who has created several AR experiences for brands. It then examines the mobile and PC ecosystems as platforms for AR experiences, noting that many consumers now expect apps from brands and use their devices to stay connected and entertained. Examples are provided of existing AR experiences for brands like Cheerios, Gatorade, Molson Dry, and Adidas that use recognition technologies to activate digital content. Location technologies like GPS and geo-fencing are also discussed as ways to provide targeted AR experiences and offers to consumers based on their location.

1. INTRODUCTION
In this presentation, the autor study proven data
and real consumer behavior to scope the potential
of Augmented Reality for the consumer package
good industry.
Mathieu Bouyrie has been one of the first producer
of AR experience and game for the consumer package
goods with Molson Dry. He receipt award and
recompense all over the world for his job.

2. THE MOBILE ECOSYSTEM

3. PERSPECTIVE: THE MOBILE ECOSYSTEM
CAN CONSUMERS PLAY WITH AR ON MOBILE?

4. 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

5. PERSPECTIVE: THE MOBILE ECOSYSTEM
WHAT DO CONSUMERS EXPECT FROM APPS?

6. 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 company's
website.
Source: EffectiveUI survey conducted by Harris Interactive, Nov 10, 2010

7. PERSPECTIVE: THE MOBILE ECOSYSTEM
ARE APPS A MUST?

8. 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

9. SIMPLICITY

10. PERSPECTIVE: THE MOBILE ECOSYSTEM
WHAT DO PEOPLE DO WITH MOBILE TODAY?

11. 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

12. STAY CONNECTED
&
GET ENTERTAINED

13. THE PC ECOSYSTEM

14. 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

15. PERSPECTIVE: THE PC ECOSYSTEM
CAN CONSUMERS PLAY WITH AR ON PC’s?

16. 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%).

17. PERSPECTIVE: THE PC ECOSYSTEM
WHAT DO PEOPLE DO WITH PC’s TODAY?

18. 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).

19. STAY CONNECTED
&
GET ENTERTAINED

20. You, as a CPG company, distribute X
millions products a year. You own a media
force with your distribution power. This
power can now leverage a new level of
endorsement, by linking what people want
to do, with what you want them to know.

21. RECOGNITION
TECHNOLOGY

22. RECOGNITION TECHNOLOGY
HOW IS AN AR EXPERIENCE ACTIVATED?

23. 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).

24. RECOGNITION TECHNOLOGY
HOW IS AN AR EXPERIENCE ACTIVATED?
Marker “Marker-less”

25. EXAMPLES

26. EXAMPLE- - > CHEERIOS
Using “marker-less” recognition technology, Cheerios is an other good example of a
game trigger direclty with the package.

27. 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.

28. Experience produced by Mathieu Bouyrie
Using “marker-less” recognition technology, MOLSON DRY was a promotion that was
highly successful (as measured by viral awareness) that gave the user the opportunity to
record themselves while enjoying the experience. Users were able to upload and share
the recording. As an example of marker-less recognition, the brand logo was
programmed to activate the experience.

29. EXAMPLE - - > ARhrrr!
ARhrrr! is a classic point-and-shoot gaming experience that
uses a mobile device as the controller. This allows a
freedom of movement around the game board. In this case,
the candies from the SKITTLES brand are used as bombs
that the user activates by pointing at and tapping the
phone screen. As of March 10, 2011, the You Tube video
has had over 770,000 views. The game board is the
marker that activates the experience.

30. 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.

31. LOCATION
TECHNOLOGY

32. 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.

33. 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 marketer's 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

34. 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

35. SIMPLICITY
STAY CONNECTED
GET ENTERTAINED

36. ACPG CONTACT INFORMATION
MATHIEU BOUYRIE
Executive Producer e-mail:
mathieu@augmentedcpg.com
tel: 514-991-7253

37. Thank you!