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.

1. 1
Connect and Engage Using New Touchstone
Technology
Augmented Reality
2013 PRSA Digital Impact Conference

2. HELLO
LYNNE D JOHNSON
Content & Community Strategy Consultant
lynne@lynnedjohnson.com
@lynneluvah

3. What Is Augmented Reality?

4. We All Know About This

5. But What About This?

6. “AR augments the real world environment
with virtual information improving people’s
senses and skills.”
- Ronald Azuma, A Survey of
Augmented Reality

7. Why Should We Care?

8. 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

10. “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

11. “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

12. How Is It Done?

13. Spectrum Of AR

14. http://youtu.be/IP5le6lZ_bw

15. Qualcomm Vuforia
And that’s only one software platform

16. Awareness: Explore The
World Around You
http://youtu.be/7vfzkFfIK1U

17. 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

18. eCommerce: Converse
Sampler
http://youtu.be/4NzB5Cb6HNk

19. POS: Home Depot In-Store
http://youtu.be/U2tR-A9PtW0

20. Lifestyle: Find A Job
http://youtu.be/TaHCH7iu79c

21. • Novelty
• Interactive Storytelling
• Increases Engagement
• Virality
• Metrics
Benefits Of AR For Brands

22. 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%

23. 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%

24. But…

25. Barriers To AR Adoption

26. For Consumers
1. Ease of Use
2. Provide Utility
3. Engaging
Experiences

27. For Marketers and
Communications Pros
1. Marketing Awareness Potential
2. ROI

28. What’s Ahead?

29. 12% of Americans – about 21.6 million – would buy Google Glass if it were available
in stores right now. – Forrester Research

30. We’ll Go From Devices

31. To Deviceless

32. THANK YOU