2. Wh a t i s
A u g me n t e d
Re a l i t y ?
• A type of virtual reality that aims to
duplicate the world’s environment in a
computer
• Then generates a composite view for
user that is both reality + virtual
• Enhances the user’s virtual perception
• Increases interaction
5. Wh a t i s
A u g me n t e d
Re a l i t y Us e d
• Military proceduresr ?
Fo
• Aircraft assembly
• Medical procedures
• Simulation
• Architecture
• Navigation
6. Wh a t Wo u l d
C o mp a n i e s U s e
A u g me n t e d
• Novelty factori t y F o r ?
Re a l
• “Try” before you buy
• Break through the clutter
• Intimate touch point
• Information
7. Wh y Wo u l d
C o mp a n i e s U s e
A u g me n t e d
• Allows co-creationl i t y
Re a
• Participatory
• Connects with the consumer
• Allows brand to play a supportive role
• Involvement
• Interaction
• Engages the user unlike traditional
media
8. E x a m p l e 1: T e s t i n g
t h e Pr o d u c t
• http://www.youtube.com/watch?v=pFS6
EHzBGVc
9. E x a m p l e 2: G P S ,
Ma p , a n d
I n f o r ma t i o n
• http://www.youtube.com/watch?v=czJR
maTVGHs&feature=related
10. E x a m p l e 3:
Ad v e r t i s i n g
• http://www.youtube.com/watch?v=2VQ
9Nte2AJo
11. A u g me n t e d
Re a l i t y
C a mp a i g n s
• Brands currently using Augmented
Reality Campaigns: Mercedes Benz,
National Geographic, Pillsbury, Nivea,
Tic Tac
• More companies are experimenting with
augmented reality
• Still a difficult application to use
• Really have to understand technology
• Takes a significant amount of resources
12. Th i n g s t o
R e m e m b e r ...
• Different phones need different
applications
• Does it work for your brand?
• Do you have the time and capital to do it
right?
13. Th e Fu t u r e o f
A u g me n t e d
Re a l i t y
• Improved technology
• Increased number of smart phone users
with the right hardware to support
augmented reality applications
• Projected by 2015 by Mobile Marketer
to reach 1.4 billion downloads of
augmented reality applications
• Reaching over 1.5 billion $ in sales
14. Re f e r e n c e s
• 5 Tips for a Successful Augmented Reality Campaign - MarketingVOX. (n.d.). MarketingVox - Practical news for
interactive marketing practitioners. SEO, SEM, social, mobile, analytics and other online tactics, tools and
strategies.. Retrieved March 13, 2012, from http://www.marketingvox.com/5-tips-for-a-successful-augmented-
reality-campaign-046752/
•
• AUGMENTED REALITY 2012 - digital insight. (n.d.). digital insight - a view of the digital landscape. Retrieved
March 13, 2012, from http://digitalinsight.posterous.com/augmented-reality
•
• Dredge, S. (2011, June 17). Mobile augmented reality firms seeking brands and consumers. the Guardian.
Retrieved March 12, 2012, from Mobile augmented reality firms seeking brands and consumers
•
• Mobile augmented reality apps to reach 1.4B downloads by 2015: study. (2011, March 2). Mobile Marketer.
Retrieved March 12, 2012, from http://www.mobilemarketer.com/cms/news/research/9231.html
•
• Phillips, A. (2012, February 9). The future of augmented reality technology. Business Review. Retrieved March 12,
2012, from http://www.businessrevieweurope.eu/marketing/mobile-marketing/the-future-of-augmented-
reality-technology
•
• Thomas Steenburg & Jill Avery. “UnME Jeans: Branding in Web 2.0” from Harvard Business School, Harvard
Business School Publishing, Copywrite December 17, 2008, 1-27.
•
• What is Augmented Reality? - A Word Definition From the Webopedia Computer Dictionary. (n.d.). Webopedia:
Online Computer Dictionary for Computer and Internet Terms and Definitions. Retrieved March 13, 2012, from
http://www.webopedia.com/TERM/A/Augmented_Reality.html
Notes de l'éditeur
Webopedia defines it asIt’s kind of difficult to explain over words, so I will use pictures to explain it...
Now by laying over a tablet and mobile phone, your visual perception of reality can be changedNow there is no statue of libertyAugmented reality is an application or program that allows you to layer over your current reality with something different, and change the perception of reality
Augmented reality was first created and used for the following...Complex systems and helps the user visually see and interact with reality and virtual perception together
Novelty factor – something exciting, new, interestingTry before you buy – allows an interactive experience where the person can essentially virtually try our a 3D image of the productBreak through the clutter – similar to the novelty factor, there is something interesting about augmented reality. The person has to get involved to see the augmented reality by using their phones and being at a locationIntimate touch point – get the use to really be a part of the experience. Something interesting that will stay with the userInformation – provide information such as locations, additional information about a product, additional information on advertisemnts. More importantly, they can show where their products are sold, if there are sales within their store. Provide additional information on top of reality
Personalized to where the user isEngages the user in a intimate and interactive wayMoves beyond traditional media and advertisements and provides a supportive roleAllows the user to become involvedCreates a stronger connection
Volkswagen Augmented Reality ApplicationVolkswagen presents users with the ability to “test out” a product using augmented reality. Users can interact with the various Volkswagen vehicles through the application and learn more about the product before making a purchasing decision. In addition, users can post pictures they take with the augmented cars onto their Facebook, making it visually appear as if they were present with a particular vehicle model. This provides opportunities for the brand, as it allows users to interact with the products before the purchasing decision in their own environment. It also provides the sense of novelty and an interesting aspect of learning about the cars, instead of bombarding potential customers with flyers or traditional forms of advertisement and information media. Volkswagen is about to move beyond the traditional and uninspiring ways of providing information about their vehicles and engage the consumer to co-create an experience for themselves. (Steenburg & Avery, 2008)
Tuscany’s iPhone ApplicationTuscany’s iPhone Application provides users with information about where they are, things to do in their current location, and places to visit. The augmented reality application also provides information about certain sightseeing destinations and acts as a digital tour guide. This provides great opportunity for marketers of tourist destinations, restaurants, and shops in the region. The application provides businesses with the opportunity of having their information displayed on the augmented reality application, displaying daily specials or navigation to their particular business. In turn, the region of Tuscany is able to generate more revenue by providing overlaying information on top of the exciting reality of the tourist district. (Steenburg & Avery, 2008)
Tesco’s Bus Stop Advertisement CampaignTesco’s Bus Stop Advertisement Campaign allows users to interact with the bus stop signage with their smart phone or tablets. Instead of ignoring a regular print ad while waiting for their bus, consumers can interact with the signage themselves. The bus stops provide a source of entertainment, allowing the user to be intimately involved with the brand itself. This, in turn, allows Tesco to break through the clutter of traditional print ads that consumers find intrusive and interruptive. Overall, Tesco allows users to become participatory and involved with the print advertisements, giving consumers the ability to co-create with the print ads. (Steenburg & Avery, 2008)
Resources of time and moneyGimmicky as it is not perfected yet
And iPhone will require a different application and software then an andriod, have to be aware of the different types of phones and platforms out thereSome brands do not need augmented reality and sometimes it doesn’t fit with the brand imageIt requires a significant amount of resources like mentioned in the previous slide, have to be willing to invest the time and money. And have to have the time and money for a successful campaign
Improved technology, such as contact lenses that can change your perception of reality, move from smartphones and tabletsIncrease smartphones users, more people will be able to interact with augmented reality, making it a more prominate means of communicating with usersStatistics from mobile marketer
