Sales Promotion & Augmented Reality
Sales Promotion
&
Augmented Reality
Mike Halstead Managing DirectorHH&S/m2endPromotions
Marketing Agency
Augmented Reality
&
Who we are!
A promotional marketing agency
Delivering sales promoting ideas and solutions
With a track record of utilising technology to deliver creative
solutions
We are AR platform" neutral
All primary software development is outsourced
We have been creating AR promotions for some years
Sales Promotion
promotions are short term tactical marketing tools which are
used to achieve specific marketing objectives during a defined
period of time. While promotions are a means of offering temporary
added value to customers they should form an integral part of the
brands long term strategy. Promotions unlike advertising act at the
point of sale.
Manual of Sales Promotion : John Williams
Sales Promotion
promotions are short term tactical marketing tools which are
used to achieve specific marketing objectives during a defined
period of time. While promotions are a means of offering temporary
added value to customers they should form an integral part of the
brands long term strategy. Promotions unlike advertising act at the
point of sale.
Manual of Sales Promotion : John Williams
Technology plays an important part as a catalyst in creating new
promotional mechanics and re-inventing old ones.
C:\Users\mikeh\AppData\Local\Microsoft\Windows\Temporary
Internet
Files\Content.IE5\0YR1JNP2\MC900297917[1].wmfC:\Users\mikeh\AppData\Local\Microsoft\Windows\Temporary
Internet
Files\Content.IE5\MOSJLN5M\MC900441468[1].pngC:\Users\mikeh\AppData\Local\Microsoft\Windows\Temporary
Internet Files\Content.IE5\CFDJURTK\MC900355883[1].wmf+
XX=
PM
Promotional Mechanic
Simply, the promotional mechanic is how the promotion works and
sets out the way the consumer will engage with the activity
C:\Users\mikeh\AppData\Local\Microsoft\Windows\Temporary
Internet Files\Content.IE5\5Y9YB038\MC900384174[1].wmfIdea
Reward
Mechanic
Period
1997
Brief: dealership traffic builder
Solution: interactive TV game
Mechanic: image recognition device (put) triggered by light wave
in TV commercial
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:\Users\mikeh\Desktop\untitled.pngVictor
Chandler
1999
Brief: increase frequency of account holder plays
Solution: mobile gaming soccer & racing
Mechanic: pre selected events with pushed voice message with
real time odds
C:\Users\mikeh\Desktop\images.jpgDaily Mail
2004
Brief: circulation frequency builder
Solution: TXT2WIN mobile promotion
Mechanic: Players register & match the code printed in the
paper to the codes emailed to players
C:\Users\mikeh\Desktop\untitled.pngan)
2006
Brief: Pan European test drive traffic builder
Solution: interactive mobile QR code promotion
Mechanic: Code triggers product information, data capture and
test drive incentive
C:\Users\mikeh\Desktop\untitled.png2007
Brief: New Newspaper subscription scheme
Solution: smart card with transactional & loyalty reward
function
Mechanic: contactless & GPRS capability
C:\Users\mikeh\Desktop\imagesAK0J0PQO.jpgAugmented Reality
Connects digital content with the real world
- device, mobile, tablet, big screen, glasses
- digital content
- image recognition / location based
- online connectivity
Augmented Reality
Promotional marketing applications
- Games
- Collectables
- Instant Win
- Vouchers
- Gifts / rewards
- Added content
- Product demonstration
- Data capture
BEST BUY
Multifunction kiosk incorporating webcam, touch screen and
voucher printer
Device programmed to deliver a variety of instant promotional
wins
Mobile units to enable AR to be taken to high consumer traffic
flow locations
J:\m2end\Best Buy\Kiosk photos\DSCF0543.JPGCreative use: Best
Buy UK launch
Electrical retailer Best Buy store launch.
Leaflets distributed within drive time catchment areas inviting
consumers to visit the new store and present their leaflet in front
of the Kiosk or mobile units.
On presentation consumer is presented with instant win, voucher
opportunity and promotional video content
J:\m2end\Best Buy\Kiosk photos\DSCF0549.JPGRetail/EventTraffic
building/ kiosk & mobile device
OnlineAdded Value ContentFORD Europe
Augmented Reality used to provide customers with extra product
information in an innovative and compelling way
Brochure augmented to deliver additional digital content
Creative use: Ford (Europe)
Concise DM brochure to support new model launch
3 photographic images on different pages are programmed to
deliver additional video content
flash based execution making it an instant and simple to use
consumer experience
Ford video
NewFocusInV2.jpgFord demo
ROYAL MAIL
August 2010 - First Commercial use in UK using natural feature
recognition on mobile
Using Railways commemorative stamps launch of the worlds first
Intelligent Stamp
Royal Mail launched 5 series of First Day Covers with AR
activity
Creative use: Royal Mail UK
Royal Mail Intelligent Stamps
Consumer buys commemorative stamps set
Accesses the Royal Mail app
Holds device over stamp to see product information and
promotional video - the Night mail video
Royal Mail video
MobileAdded Value
ContentRoyalMail_AR.jpgRoyalMail_AR.jpgRoyalMail_AR.jpgMARSTONS
HOBGOBLIN BEER
Halloween 2011- On premise promotion to win 5,000 cash prize or
receive a discount voucher
Promoted both online and on premise
Data capture of entry including email to send discount
voucher
C:\Documents and Settings\neilm.HHS\Desktop\HG data
cap.JPGC:\Documents and Settings\neilm.HHS\Desktop\hg intro.JPGNew
Image.JPG
Creative use: Hobgoblin Trick or Treat
Follow the instructions of the Hobgoblin
Find the pumpkin with the hidden diamond
Data capture
Every one is a winner with a discount voucher redeemable
in-store
Hobgoblin videoMobilePromotional / Data captureADIDAS
Product used as visual trigger for online Augmented Reality
application
Immediate AR experience plus longer term promotional usage
Every month AR application is updated to include interactive
game experience
http://augmentedblog.files.wordpress.com/2010/01/adidas-ar.jpgAdidas
Originals Element Pack Spring 2010Adidas Originals Element Pack
Spring 2010Creative use: Adidas Originals Shoe Range (Metaio)
Consumer buys shoe incorporating AR marker
Shoe held in front of web cam to reveal the Adidas
Neighbourhood.
Application includes game content regularly updated
Adidas video
OnlineGamesGUINNESS
Integration of Augmented Reality into Social media
Personalised consumer experience picking up on existing Facebook
data
AR used to drive social media engagement
Case use study: Guinness The Friendliest Day of the Year
Guinness customer database from 7 countries emailed and directed to
Facebook to have a pint on St Patricks Day with your mates
Using print out of Guinness mat , consumer gets interactive AR
experience
Also receives promotional offer to tie in with marketing
activity around St Patricks day
178,924 Likes
Awards. Social Buzz Award, Marketing Innovation Award
Guinness video
OnlineSocial MediaGuinness demo
BEN & JERRYS
AR enabled packaging provides customers with added value
content
Social media links
Collectible promotion get the AR experience by collecting 4
packs plus chance to win prizes
Creative use:Ben&Jerrys (Metaio)
Consumer holds mobile over pack
Poduct story animations appear on screen
Each of 4 packs providing different content
BenJerrys
MobileCollectible PromotionAR_view.pngRED BULL
To promote sales of 12 pack product and leverage Red Bull
commitment to motor racing and technology positioning
Feature recognition used to build a truly personalized consumer
experience
Creative use:Red Bull USA (Metaio)
Consumer designs a race track using 12 Red Bull cans
The can track is then translated into a track on the mobile
handset screen
Consumer races a car around their own track
AR_view.pngMobileCollectable Promotion Red Bull video
TURNER CNN 2013 Big Egg Hunt
Action for Kids Big Egg Hunt charity promotion
Ben10 (Turner CNN Enterprise) commercial partners
Find the Big Eggs and text code to raise money
Added engagement with the Ben 10 Omniverse Egg
Ben10 BEH Omniverse
Download the Ben10 Omniverse App iOS/Android
Scan the Egg to have photo taken with Ben10
Watch exclusive video content
Raise more funds for Action for Kids
J:\m2end\Turner Enterprise\Turner Media\Ben10 AR images\Egg
Hunt\Ben10 Egg.JPGJ:\m2end\Turner Enterprise\Turner Media\Ben10 AR
images\Egg Hunt\AR Ben Egg Hunt 1.jpgMobileExperiential
MarketingL&B Imperial Tobacco
AR deployed via web App
Controlled distribution of AR experience
Trade launch of product
iOS and Android restriction on Tobacco Apps
Creative use: L&B Imperial Tobacco Trade launch of new 2013
L&B pack
Objective of communicating the heritage of the brand in a
contempary manor
Able to be deployed in a secure and controlled channel
MobileB2B Product LaunchAR_view.pngJ:\m2end\L&B\AR
images\App Images\8.PNG
Sales Promotion &
Augmented Reality
AR belongs is the Sales Promotion mechanic tool box and is here
to stay: Functionality not technology.
- Digital & multifunctional linking real world and digital
content
- Online connect ability enabling data capture and transactional
capability
- Affordability
- Future potential with devices and function
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