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Mobile Horizons Istanbul 2013 - Blippar
This document presents Blippar, a mobile visual discovery platform utilizing augmented reality (AR) to create interactive experiences through image recognition. It details the platform's capabilities, success metrics, and various case studies, illustrating how brands have effectively engaged consumers using Blippar's technology. The document also emphasizes the importance of content investment and consumer education in leveraging AR for marketing.
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Mobile Horizons Istanbul 2013 - Blippar
- 1. Demonstration: Blippar Mikela Eskenazi New MarketConsulant, Blippar Mobile Horizons Istanbul This presentation was made on June 4, 2013 at the Mobile Horizons Istanbul conference. To learn more about this unique thought- leadership forum, please visit the website at www.mobile-horizons.com or facebook at www.facebook.com/mobilehorizons. (note: this is a generic Blippar presentation, it was not given at Mobile Horizons. However, is does contain several case studies so we thought it would be of interest.)
- 2. Updated January 2012 ToBlipp: Mobile Visual Discovery The power to unlock the world around us for interactivity and engagement
- 3. ‘Augmented Reality’ • Nerdy?. • Over-techie? • Novelty orgimmick? • Does the consumer even care? DEMO Instead, simply “blipp” to use your phone like an ‘eye’ to instantly unlock the world around us using the Blippar app Blippar™ - a revolutionary mobile platform and game-changing new content medium - turning products and print into instantaneous, interactive experiences.
- 4. What can Blippardo? DISCOVER !into spontaneous mobile content experiences for users UNLOCK the static world instantly ! CONVERT !.with meaningful results !can trigger anything a smart phone can do (see next slide) • Direct Sales • Engagement • Impact & Loyalty • Rich Data Metrics Any product, print, collateral, logo or image, offline or online!
- 5. Blipp to! Every experienceshareable via social networks Watch video Virtually Try-On Learn More (links, recipes, etc) Find Nearest StorePose with Celeb Enter Sweepstake RevealRedeem Coupon Vote Play Game Enter 3-D world And your ideas here! Buy Now
- 6. Why Blippar, specifically? BEST TECHIN MARKET POWERFUL DATA A NEW, INTERACTIVE CONTENT MEDIUM A NEW BEHAVIOR & ECO-SYSTEM • A new verb “to blipp” • Single, cumulative audience of millions • Driving action across all media types – press, outdoor, instore, off- pack, more TO BLIPP; EMPOWERS ADVERTISERS & MEDIA OWNERS • Simple self- publishing tools to empower CREATIVES not techies • Limited only by imagination NEW VISION AND PIONEERING APPROACH FOR BRANDS & TECH • Proprietary tech • Fastest • Stickiest • Peel away • Qualcomm- backed • Broadest range of features BEST IN CLASS, BAR NONE Providing clients: • # Uniques • # total blipps • Avg dwell time • Heatmap of blipp locations • Timechart • Click throughs & actions in blipp 1) MEASURABLE ENGAGEMENT 2) ROI/ INFORM MEDIA BUY A powerful new platform driving a single audience & scaling rapidly
- 7. Success to date April,2013 2,400,000 Direct downloads The largest single platform, image-recognition/ AR audience globally 90% 10% AVERAGE BLIPPS 7.5xper first time user 65% 35% DATA TRACKING TOOL Unique / total blipps by date/ time, geo- mapping, % response by marker activity in blipp e.g. click through, downloads, photo- shares etc. AVERAGE DWELL 2.5 minsper blipp MANY CAMPAIGNS 250,000+ INTERACTIONS (60% active users)(OS breakdown) Business Highlights • Invested in by Qualcomm Ventures • 35 staff across offices in London and New York – and growing rapidly • Multi award-winning – including Most Innovative Tech at Mobile World Congress, Best Start-up at Le Web and Best AR Browser at the AR Awards • iOS and Android compatible – recently launched with Blackberry 10 500,000+ US Downloads
- 8. The increased “dwelltime” AR brings to traditional media (average mins.) 7 0.00 0.50 1.00 1.50 2.00 2.50 3.00 On-pack with blippar On-pack without blippar Street billboard with blippar Street billboard without blippar Press ad with blippar Press ad without blippar Minutes @blippar @rishmitra
- 9. How to Blippyour brand 1. Choose your marker(s) • Press page, image, logo, package, billboard - or any combination 2. Choose your content experience according to the behaviour you want to drive 3. Add the blippar education 4. Build, demo, go-live and get blipping! Good Practice: 1. Invest in content: It’s this the consumer wants, not the tech 2. Invest in education (as pictured): bold,& enticing. What should they blipp? Why should they? 3. Support your blipp: cross format education, PR, social-seeding 4. Use the experts: Blippar knows best & recycles good-practice across our platform
- 10. Join the pioneers& make blipping part of your long term marketing mix!
- 11. A selection ofawards, nominations and press profiles Don’t just don’t take our word for it! A selection of recent press Economist, Huffpost, PFSK, Fortune, SB Nation , Mashable, MarketWatch, Pulse, PFSK conference presentation, Irish Times, TNW: blippar wins Le Web, Wired
- 12. 1. Build a360° interactive consumer experience: whether in-store, at home or on the go 2. Reap the qualitative value • Proactively requested, high dwell time • The consumer’s undivided attention • High brand association through tech & interactive story-telling 3. Reap the quantitative value • Learn & test: use the data to learn what works best for your audience • Uniquely measurable direct response and ROI • Inform media-buy 4. Pioneer with us on this as a new medium across your marketing mix In Summary: Why ‘Blipp’
- 13.
- 14. Justin Bieber Case-study • Most successful AR campaign on record • Blipp delivered: • Augmented reality, exclusive tracked video from artist • Opportunity to take virtual photos with artist • Opportunity to win concert tickets • Click-through to download album • Promoted via outdoor posters and social channels • Watch demo video Total number of blipps: 1,259,933 Total number of unique user: 501,726 Average blipps/person: 2.75
- 15. Heinz Case-study • Mostsuccessful product AR campaign on record • Heinz Ketchup ‘off bottle’ blipp • Blipp delivered: • Augmented reality, 3D animated recipe book • Daily competition winner • Recipe downloads to phone memory – refreshed weekly • Link to video content and facebook • Not promoted on pack – only socially, and via a single UK advertorial • Viral response • Play video demo Total number of blipp: 419,891 Total number of unique user: 126,596 Average blipps/person: 3.3
- 16. 5Gum Case-study • Mostsuccessful off-pack ‘gaming’ AR execution on record • Blipp delivered: • Augmented reality, 3D animated scene and tap-to-explode asteroid game • Option to play ‘augmented’ on pack or to ‘peel away’ and play on screen • Timed game. Scores entered to leader- board with opportunities to win prizes • Other linked-to pages of offers • Promoted via POS, outdoor posters and PR • Generated large number of column inches • Watch demo video Total Blipps: 285,513 Blipps per user: 9.4 Blipps Feb: 33,097 Blipps March: 127,892 Blipps April: 74,979 Blipps May: 27,386 Blipps June: 21,718
- 17. Shortlist Magazine Case-study • Most successful interactive magazine on record with over 10% reader conversion • Fully interactive edition of Shortlist magazine • Blipp delivered 20 pages of interactive content including: • World’s first ‘playable’ cover • Video plays • Buy now links • Competition • Instant vote/ polling • Virtual ‘try ons’ • Play video demo
- 18. Play now! 1. Simply downloadthe Blippar app and test against the following pages – ensure you have good 3G/ 4G or wifi connection 2. Hold phone up to each page in turn and watch the image jump to life or print off, to enjoy the ‘tracking’ and 3D aspect off the printed page 3. Take care to only get one image in the camera view at a time on multi-marker pages 4. If experience ‘peels away’ to screen (by moving phone away from marker image) you can a) Move phone back to the page to pick the tracking back up b) Select the ‘x’ to come out of the blipp and try the next one. Note: Blipps can expire or only be accessible in certain territories. Ask your account contact should you experience any problems.
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- 30. PLAY THis BUILDING DOWNLOAD BLIPPAR PLAY Me ©2012Disney !"#$%&'()!"#) &*+%,'()$%&'()) $#-),.()*** +'%/()+,%-../0+1%,2%'30!/-. 01)2%')3!)4()456) &"%0'%5)-6()7-/8) *02')0/%,5%5)-6()**** 7+,+28%5)2+9%()449550:04;955<<) &"%0'%5)#,()=5>4=>4=) *02')0/%,5)#,()**** :;; :;; :;; :;; WIR Bliappr Building Wrap AW 5.indd 1 21/12/2012 15:51
- 31. Blipp each markerindividually
- 36. Blipp each pageindividually – 2 different blipps
- 37. Blipp each albumindividually
- 40. Blipp each noteindividually
- 46. Blipp each markerindividually
- 48. Blipp each markerindividually
- 49. Blipp each markerindividually
- 50. Blipp each markerindividually
- 51. Blipp each markerindividually
- 53. Blipp each markerindividually
- 54. Blipp each markerindividually
- 55.