The document discusses the use of augmented reality (AR) and virtual reality (VR) in creating engaging experiences for attendees at Morningstar's conference. It highlights the success of AR and VR implementations, including app downloads and user interactions that enhanced attendee engagement with sponsors and conference activities. The market potential for AR and VR indicates significant growth opportunities across various industries.

1. ©2018 Morningstar. All Rights Reserved.
Leslie Marshall
Head of Experiential Marketing
Morningstar Inc.
Creating Memorable Experiences
for Clients with Augmented
Reality (AR) & Virtual Reality (VR)

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Today’s Mobile Mindset

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Today’s Mobile Mindset
There are more
mobile devices on
the planet than
TVs.
Source: Jupiter

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Today’s Mobile Mindset
91% of all U.S.
citizens have their
mobile device within
reach 24/7.
Source: Morgan
Stanley

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Today’s Mobile Mindset
There were 197
BILLION mobile
app downloads in
2017.
Source: Statista

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The market for mobile
AR is projected to be
$108 Billion by 2021
Source: Digi-Capital

8. What is Augmented Reality?
Augmented Reality (AR),
adds graphics, sounds, and
touch feedback into our
natural world to create an
enhanced user experience.

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AR@MIC Goals
▪ Provide attendees with
opportunities to connect with
Morningstar people and
products
▪ Feature Morningstar data in
an interactive format
▪ Deliver a new, fun experience
for #MICUS attendees
▪ Increase interest and traffic
for sponsors

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AR@MIC – How It Worked
▪ Download from app store
▪ Prominent placement as a
home screen icon within main
conference app
▪ Deep link between main
conference app & AR@MIC
app created by Mesmerize
(project developer)

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AR@MIC Results
565 downloads
36% of Main #MICUS
App Downloads

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AR@MIC – Features
▪Discover
▪Nearby
▪Sponsors
▪3D Floor Plan

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AR@MIC – Nearby
 Attendees scanned QR
codes on signs in the
exhibit hall
 After scanning the QR
code, attendees could see
all events happening
nearby throughout the day
Results = 193 Interactions

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AR@MIC – 3D Floorplan
▪ Attendees could plan their
conference experience and get
oriented with the conference
space
Results = 361 Interactions

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AR@MIC – Sponsors
▪ Signs with QR codes provided
to sponsors
▪ Attendees scanned the sign to
find out more about the
company, featuring
Morningstar Data
250 Sponsor Interactions

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AR@MIC – Discoveries
Tokens were placed in the
exhibit hall
Morningstar employees had
tokens on their badges
1,304 Discoveries

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AR Connections = Real Prizes

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Virtual Reality at #MICUS

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The market for VR is
projected to be $26.8
Billion by 2022.
Source: Zion Market Research

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25. #TheInvestorSuccessProject
After taking part in the VR
experience, attendees were
encouraged to move on to the
Behavioural Science area of the
conference to learn more about
our Investor Success Project

26. VR at #MICUS Results
• 408 sessions
• Henry session was the most
popular (69.8%); Wife (15.7%);
Retiree (14.7%)
• Attendees spent 25 hours in
virtual reality
• Average: 3:48 seconds per session

27. Employee
Engagement

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 Add value
 Deliver information
 Create memorable experiences
 Drive action
 Make connections with
attendees
Augmented Reality and Virtual Reality – New Ways to Connect

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▪ Smartphone is no longer just for
calls, but a consumer platform
▪ Application across a variety of
industries from fashion and retail
to healthcare and finance
▪ Untethered AR and VR devices –
Magic Leap, Oculus GO
▪ Lower Pricing = Greater Adoption
and Accessibility
Trends Driving Adoption and Growth of AR and VR

30. ©2018 Morningstar. All Rights Reserved.