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Presetned at PRSA Digital Impact Conference June 28, 2013 #PRSADIConf - Augmented Reality lets you overlay digital images and information on smartphone screens or computer monitors. But Augmented Reality is more than catchy 3-D graphics. Successful marketers use it to connect to people’s social networks and provide incentives for their purchases. In this session, you’ll learn how this technology layers mobile commerce, social networking and location-based advertising for consumers and brands.
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Connect and Engage Using New Touchstone Technology
Augmented Reality
2013 PRSA Digital Impact Conference
What Is Augmented Reality?
We All Know About This
But What About This?
“AR augments the real world environment with virtual information improving people’s senses and skills.”
- Ronald Azuma, A Survey of
Augmented Reality
Why Should We Care?
The seminal promise of AR is as the touchstone technology allowing social networks, geo-based tracking, and the semantic web to converge. In its bridging of social channels with local search functionality in a mobile framework (SoLoMo - Social Local Mobile) has been where consumer adoption of these AR technologies has seen a lot of lift.
AR Enhances Mobile Experiences
“Annual revenues generated by mobile AR applications and services are expected to approach $1.5 billion by 2015, up from less than $2 million in 2010.” – Juniper Research
“More than 2.5 billion AR apps to be downloaded to smartphones and tablets per annum by 2017, with games accounting for the largest share of downloads.” – Juniper Research
How Is It Done?
Spectrum Of AR
http://youtu.be/IP5le6lZ_bw
Qualcomm Vuforia
And that’s only one software platform
Awareness: Explore The World Around You
http://youtu.be/7vfzkFfIK1U
Engagement: Kellogg’s Brings Cereal Boxes To Life
In celebration of the release of The Amazing Spider-Man movie, Kellogg’s & Marvel teamed up with Aurasma to bring more than 80 million Kellogg’s cereal boxes to augmented life.
http://youtu.be/B9f68Cl2sko
eCommerce: Converse Sampler
http://youtu.be/4NzB5Cb6HNk
POS: Home Depot In-Store
http://youtu.be/U2tR-A9PtW0
Lifestyle: Find A Job
http://youtu.be/TaHCH7iu79c
• Novelty • Interactive Storytelling • Increases Engagement • Virality • Metrics
Benefits Of AR For Brands
ROI Of AR For Brands • Start-up record label in China placed images with
markers around city • People held phones to markers to listen to songs
and read profiles of music artists • Loads of sharing of music on YouTube, Facebook,
and Twitter • More than half of total 14 bands sold out their
music • Won 2010 Gold Lion at Cannes in Direct Marketing
category
• Partnered with dabs.com/T3 magazine to offer 3D experience with Acer Aspire 5738D
• 70% of those who went to site chose to live the experience
• 13% purchased compared to industry average website conversion 0.5%
ROI Of AR • Launched VirtualVacay.com AR site to drive
bookings of 10 U.S. cities , supported by print media buy
• Put marker to screen to view 3D city, get weather, events, and other up-to-date info
• Interactivity included taking your picture to send to friends, making sounds to create actions like fireworks, or renaming the Hollywood sign
• Web traffic jumped 26%, bookings 36%, and loyalty program registrations 32%
• Marker wrist bracelet launched for web and Selfridges store window 3D experience
• Hold wrist marker up to camera on computer or in window display to try on watches
• In-store sales rose by 85%
But…
Barriers To AR Adoption
For Consumers
1. Ease of Use 2. Provide Utility 3. Engaging
Experiences
For Marketers and Communications Pros
1. Marketing Awareness Potential 2. ROI
What’s Ahead?
12% of Americans – about 21.6 million – would buy Google Glass if it were available in stores right now. – Forrester Research
We’ll Go From Devices
To Deviceless
THANK YOU
