Brand Layers
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This document introduces the concept of brand layers, which allow physical objects and advertisements to link to digital content and experiences through technologies like QR codes and augmented reality. It discusses how consumers are increasingly reliant on their mobile phones and will start to expect a digital layer connected to the real world. Brands can start creating their own brand layers by adding digital content, interactions, and transactions that are accessed by scanning codes or markers in the physical environment. The document suggests this trend will continue to develop, moving towards hands-free access to brand layers through augmented reality glasses.
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Brand Layers
- 1. An introduction to Brand Layers @helloskive
- 2. Let’s start with a story
- 3. Let’s start with a story Once upon a time..
- 5. The physical and digital world were almost entirely separate
- 6. Their paths would rarely cross...
- 7. You had one agency for your traditional “physical” media
- 8. And one for your digital
- 10. Then the QR code arrived!
- 11. Advertising has never been so ugly
- 12. Now we could join the digital and physical worlds together...
- 13. QR codes could launch a mobile site, a map, a video and SMS!
- 14. AMAZING
- 15. Sort of...
- 16. The only problem is that QR codes are a nightmare to use
- 17. This is an example from a major British newspaper. Try reading the instructions below…
- 18. It couldn’t be any harder if we tried
- 20. I saw this ad on the tube for the dating site “Be Naughty” had a QR code on it
- 21. In order for this to work it would involve someone holding up their phone to the advert and declaring “I can’t get a date!”* and also realising that the QR code was entirely useless without any internet connectivity (on the tube)
- 22. Then Google changed the game forever
- 23. Google Goggles!!
- 24. It’s not just Google who are innovating in this space
- 25. Aurasma are an exciting British company also developing an intrinsic link between the physical world and digital content…
- 27. To put this in context we must see how much we are becoming dependent on our phones.
- 28. Here is a recent article that exemplifies this…
- 31. http://www.telegraph.co.uk/news/uknews/84 35019/Ramblers-who-rely-on-iPhones-to- navigate-increase-rescue-call-outs-by-50- per-cent.html Our reliance on our mobile phones has gone through the roof
- 32. http://www.telegraph.co.uk/news/uknews/84 This is approaching a “life critical” stage 35019/Ramblers-who-rely-on-iPhones-to- according to Google navigate-increase-rescue-call-outs-by-50- per-cent.html
- 33. There are currently 4438 “medical” apps in the Apple App Store.
- 34. Our dependence on our phones will lead to… …a seismic shift in human behaviour
- 35. We will have a Digital Expectation of the real world
- 36. Our reflex will be to point our mobile devices at the world to tell us what we are looking at
- 37. What will will see?
- 38. We will see layers
- 39. Brands will want to own this space.
- 40. ..and create their own Brand Layers!
- 41. Here are the beginnings of a Brand Layer Skive created for Nestlé On the back of the KitKat wrapper we placed a marker, the user was driven to the Kitkat.co.uk where they could experience unique content
- 42. Cadbury have taken this one step further by adding a gaming level to their brand layers.
- 43. Layar is the original Brand Layer maker but recently their business model has changed from an AR search engine to making direct response brand layers A smart move.
- 44. Here we see a festival poster which has a Brand Layer which allows you to buy a ticket directly from the poster…
- 45. Goggles Shops
- 46. French Connection are trialing the use of Google Goggles with their shop fronts. Now their window displays link directly to digital content giving context to the display but also giving opportunities to purchase.
- 47. Tesco have already started capitalising on people’s “digital expectation of the real world” by allowing users to shop directly from their posters.
- 48. By using the QR codes on the posters they can add individual items to their online shopping baskets to be delivered to their home later that day.
- 49. What’s next?
- 50. Handsfree...
- 52. We will see brand layers without the need for a phone
- 53. We will see brand layers without the need for a phone (yes, you’ll have to wear glasses)
- 54. We will see brand layers without the need for a phone (yes, you’ll have to wear glasses) And here’s a glimpse into what they will look like...
- 57. The Wrap™ 920AR augmented reality eyewear
- 58. Conclusion Consumers are developing a digital expectation of the real world Your products and advertising will be windows to a digital world
Editor's Notes
- Fashism appThe newest version of the fashion mobile app integrates Foursquare into its fashionable game.Thanks to the Foursquare API integration, users can try on clothes in-store and tag their looks to the store location. Other users can then see other looks that have been tried on at any given location. An augmented reality map overlay lets users see the highest rated looks at the stores near them.Other new features include the ability to follow other users, search for people on Fashism, and invite contacts to the Fashism community. Users will also be able to easily share their looks with their Twitter and Facebook friends, post looks to friends’ Facebook walls, email contacts and be able to text their look to their closest friends for immediate feedback.
- Fashism appThe newest version of the fashion mobile app integrates Foursquare into its fashionable game.Thanks to the Foursquare API integration, users can try on clothes in-store and tag their looks to the store location. Other users can then see other looks that have been tried on at any given location. An augmented reality map overlay lets users see the highest rated looks at the stores near them.Other new features include the ability to follow other users, search for people on Fashism, and invite contacts to the Fashism community. Users will also be able to easily share their looks with their Twitter and Facebook friends, post looks to friends’ Facebook walls, email contacts and be able to text their look to their closest friends for immediate feedback.
- Fashism appThe newest version of the fashion mobile app integrates Foursquare into its fashionable game.Thanks to the Foursquare API integration, users can try on clothes in-store and tag their looks to the store location. Other users can then see other looks that have been tried on at any given location. An augmented reality map overlay lets users see the highest rated looks at the stores near them.Other new features include the ability to follow other users, search for people on Fashism, and invite contacts to the Fashism community. Users will also be able to easily share their looks with their Twitter and Facebook friends, post looks to friends’ Facebook walls, email contacts and be able to text their look to their closest friends for immediate feedback.
- Fashism appThe newest version of the fashion mobile app integrates Foursquare into its fashionable game.Thanks to the Foursquare API integration, users can try on clothes in-store and tag their looks to the store location. Other users can then see other looks that have been tried on at any given location. An augmented reality map overlay lets users see the highest rated looks at the stores near them.Other new features include the ability to follow other users, search for people on Fashism, and invite contacts to the Fashism community. Users will also be able to easily share their looks with their Twitter and Facebook friends, post looks to friends’ Facebook walls, email contacts and be able to text their look to their closest friends for immediate feedback.