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INTRODUCTION
In this presentation, the autor study proven data
and real consumer behavior to scope the potential
of Augmented Reality for the consumer package
good industry.

Mathieu Bouyrie has been one of the first producer
of AR experience and game for the consumer package
goods with Molson Dry. He receipt award and
recompense all over the world for his job.
THE MOBILE ECOSYSTEM
PERSPECTIVE: THE MOBILE ECOSYSTEM
 CAN CONSUMERS PLAY WITH AR ON MOBILE?
PERSPECTIVE: THE MOBILE ECOSYSTEM
 CAN CONSUMERS PLAY WITH AR ON MOBILE?

        Yes. 100% of smart-phones have a
        webcam and in the US, 25-34 year olds
        were 44% more likely to access mobile
        media than an average mobile user.
        Source: comScore First Comparative Report on Mobile Usage
        in Japan, United States and Europe, October 7, 2010
PERSPECTIVE: THE MOBILE ECOSYSTEM
  WHAT DO CONSUMERS EXPECT FROM APPS?
PERSPECTIVE: THE MOBILE ECOSYSTEM
  WHAT DO CONSUMERS EXPECT FROM APPS?
        More than three-quarters of mobile app
        users said they expected all brand name
        companies to have a mobile application,
        and nearly as many said they expected the
        app to be easier to use than the company's
        website.
        Source: EffectiveUI survey conducted by Harris Interactive, Nov 10, 2010
PERSPECTIVE: THE MOBILE ECOSYSTEM
              ARE APPS A MUST?
PERSPECTIVE: THE MOBILE ECOSYSTEM
                       ARE APPS A MUST?

         Yes. Consumers do consider apps
         a must, according to an October
         2010                survey                  from               interface
         design                  agency                    Effective                UI
         conducted by Harris Interactive.
         Source: EffectiveUI survey conducted by Harris Interactive, Nov 10, 2010
SIMPLICITY
PERSPECTIVE: THE MOBILE ECOSYSTEM
  WHAT DO PEOPLE DO WITH MOBILE TODAY?
PERSPECTIVE: THE MOBILE ECOSYSTEM
  WHAT DO PEOPLE DO WITH MOBILE TODAY?
            66.8%: Sent text message to another phone
            50.6%: Took photos43.7%: Used connected
            media34.0%:            Used        browser31.1%:       Used
            application 27.9%: Used email (work or personal)
            22.5%: Played games21.3%: Accessed social
            networking site or blog



            Mobile behaviors by percent of total mobile audience
            in the US, 7 October 2010, research by ComScore
STAY CONNECTED
       &
GET ENTERTAINED
THE PC ECOSYSTEM
PERSPECTIVE: THE PC ECOSYSTEM

  Deloitte estimates the current worldwide PC install base
  at more than 1.5 billion units, and PC device sales are
  expected to increase 15% year-over-year in 2011. By the
  end of 2011, Deloitte projects mobile devices will
  represent about 25% of the global computing device
  install base.
    Source: Deloitte Touche Tohmatsu Limited, 2010
PERSPECTIVE: THE PC ECOSYSTEM
   CAN CONSUMERS PLAY WITH AR ON PC’s?
PERSPECTIVE: THE PC ECOSYSTEM
   CAN CONSUMERS PLAY WITH AR ON PC’s?
   Yes. A majority (56%) of online people in North America,
   over the age of 18, have used a webcam, according to a
   new Ipsos Reid poll conducted on behalf of Microsoft.
   As might be expected, Americans aged 18 to 34 are
   most likely (74%) to have used a webcam, while usage
   rates are lower among those aged 35 to 54 (51%) or
   older than 55 (45%).
PERSPECTIVE: THE PC ECOSYSTEM
    WHAT DO PEOPLE DO WITH PC’s TODAY?
PERSPECTIVE: THE PC ECOSYSTEM
    WHAT DO PEOPLE DO WITH PC’s TODAY?




       Source:Nielsen NetView – June 2009-June 2010*Other refers to 74 remaining online categories visited from
       PC/laptops**NetView’s Videos/Movies category refers to time spent on video-specific (e.g., YouTube, Bing Videos,
       Hulu) and movie-related websites (e.g., IMDB, MSN Movies and Netflix) only. It is not a measure of video streaming or
       inclusive of video streaming on non-video-specific or movie-specific websites (e.g., streamed video on sports or news
       sites).
STAY CONNECTED
       &
GET ENTERTAINED
You, as a CPG company, distribute X
millions products a year. You own a media
force with your distribution power. This
power can now leverage a new level of
endorsement, by linking what people want
to do, with what you want them to know.
RECOGNITION
TECHNOLOGY
RECOGNITION TECHNOLOGY
    HOW IS AN AR EXPERIENCE ACTIVATED?
RECOGNITION TECHNOLOGY
    HOW IS AN AR EXPERIENCE ACTIVATED?
       An augmented reality experience is activated via
       a graphic element or by facial recognition. Then,
       a digital eyepiece on a computer or smart-phone,
       driven by specific software, recognizes the
       marker and delivers the content.


       The graphic element can be a specially designed marker, a marker
       created from an existing graphic element (aka. Marker-less).
RECOGNITION TECHNOLOGY
    HOW IS AN AR EXPERIENCE ACTIVATED?




      Marker                  “Marker-less”
EXAMPLES
EXAMPLE- - > CHEERIOS
Using “marker-less” recognition technology, Cheerios is an other good example of a
game trigger direclty with the package.
Experience conceived and produced by Mathieu Bouyrie


                                      “Marker-less” and Facial recognition technology were utilized in the Gatorade AR
                                      experience. The “G” on the bottle was programmed as the marker to start experience.
                                      Then, the webcam recognized the users face to help position the hockey gear on the
                                      user as if the user were actually wearing it. The strategic idea behind the experience
                                      was to align with the current Gatorade REPLAY promotion. The user must perform
                                      squats to earn gear to then move on to the next level of the gaming experience.
Experience produced by Mathieu Bouyrie


Using “marker-less” recognition technology, MOLSON DRY was a promotion that was
highly successful (as measured by viral awareness) that gave the user the opportunity to
record themselves while enjoying the experience. Users were able to upload and share
the recording. As an example of marker-less recognition, the brand logo was
programmed to activate the experience.
EXAMPLE - - > ARhrrr!
ARhrrr! is a classic point-and-shoot gaming experience that
uses a mobile device as the controller. This allows a
freedom of movement around the game board. In this case,
the candies from the SKITTLES brand are used as bombs
that the user activates by pointing at and tapping the
phone screen. As of March 10, 2011, the You Tube video
has had over 770,000 views. The game board is the
marker that activates the experience.
EXAMPLE - - > ADIDAS
                       GAMING is the most complex of
                       the types of AR content that can
                       be created. The content rich
                       experience      must       stream
                       smoothly and provide levels of
                       difficulty to challenge the user
                       and make for a fun and
                       rewarding experience. Utilizing a
                       brand’s product to control the
                       game reinforces the brand with
                       the user. ADIDAS is a perfect
                       example of an experience that
                       used a specially printed marker
                       on the tongue of the shoe.
LOCATION
TECHNOLOGY
LOCATION TECHNOLOGY - - > GPS

        Location tracking uses global positioning (GPS) to
        locate a user and provide relevant information.
        This technology can be used to overlay AR
        information onto the real world scene to help find
        points-of-interest. Additionally, a company can
        use this technology to provide offers to entice
        consumers to buy their products or use their
        services.
LOCATION TECHNOLOGY - - > GEO-FENCING
                US marketers have already begun experimenting with exactly
                this type of smart shopping service. "Geo-fencing" provides
                personalized marketing messages to shoppers based on
                their location or proximity to a marketer's store. 1020
                Placecast, for example, piloted a ShopAlerts program that was
                embraced by mobile users: 60% said the location-triggered
                messages were "cool" and "innovative"; 79% claimed to be
                more likely to visit a store; 65% made a purchase.
  Interactive TV & Mobile DevicesLast Updated Wednesday, 09 February 2011
LOCATION TECHNOLOGY - - > GEO-FENCING
     66% of 18-44 year old adults said they were somewhat likely to try mobile
     coupons. 31% said they would be willing to give their mobile number in
     exchange for mobile coupons. When you reduce the age range to 18-34 year
     adults, the number jumps to 50% willing to receive coupons on their mobile
     phone by giving their number to aPenetration
     Mobile Marketing Demographics and Market
                                              business.


     The convenience of clipping and carrying a coupon on your phone is
     instinctively undeniable. That’s why almost 70 million mobile coupons worth
     $2.4 billion are expected to be redeemed in 2013, up from only 200,000
     coupons in 2009. and Statistics
     Mobile Marketing Growth
SIMPLICITY
STAY CONNECTED
GET ENTERTAINED
ACPG CONTACT INFORMATION




                      MATHIEU BOUYRIE
                  Executive Producer e-mail:
                 mathieu@augmentedcpg.com
                      tel: 514-991-7253
Thank you!

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Augmented Reality for Consumer Package Good

  • 1. INTRODUCTION In this presentation, the autor study proven data and real consumer behavior to scope the potential of Augmented Reality for the consumer package good industry. Mathieu Bouyrie has been one of the first producer of AR experience and game for the consumer package goods with Molson Dry. He receipt award and recompense all over the world for his job.
  • 3. PERSPECTIVE: THE MOBILE ECOSYSTEM CAN CONSUMERS PLAY WITH AR ON MOBILE?
  • 4. PERSPECTIVE: THE MOBILE ECOSYSTEM CAN CONSUMERS PLAY WITH AR ON MOBILE? Yes. 100% of smart-phones have a webcam and in the US, 25-34 year olds were 44% more likely to access mobile media than an average mobile user. Source: comScore First Comparative Report on Mobile Usage in Japan, United States and Europe, October 7, 2010
  • 5. PERSPECTIVE: THE MOBILE ECOSYSTEM WHAT DO CONSUMERS EXPECT FROM APPS?
  • 6. PERSPECTIVE: THE MOBILE ECOSYSTEM WHAT DO CONSUMERS EXPECT FROM APPS? More than three-quarters of mobile app users said they expected all brand name companies to have a mobile application, and nearly as many said they expected the app to be easier to use than the company's website. Source: EffectiveUI survey conducted by Harris Interactive, Nov 10, 2010
  • 7. PERSPECTIVE: THE MOBILE ECOSYSTEM ARE APPS A MUST?
  • 8. PERSPECTIVE: THE MOBILE ECOSYSTEM ARE APPS A MUST? Yes. Consumers do consider apps a must, according to an October 2010 survey from interface design agency Effective UI conducted by Harris Interactive. Source: EffectiveUI survey conducted by Harris Interactive, Nov 10, 2010
  • 10. PERSPECTIVE: THE MOBILE ECOSYSTEM WHAT DO PEOPLE DO WITH MOBILE TODAY?
  • 11. PERSPECTIVE: THE MOBILE ECOSYSTEM WHAT DO PEOPLE DO WITH MOBILE TODAY? 66.8%: Sent text message to another phone 50.6%: Took photos43.7%: Used connected media34.0%: Used browser31.1%: Used application 27.9%: Used email (work or personal) 22.5%: Played games21.3%: Accessed social networking site or blog Mobile behaviors by percent of total mobile audience in the US, 7 October 2010, research by ComScore
  • 12. STAY CONNECTED & GET ENTERTAINED
  • 14. PERSPECTIVE: THE PC ECOSYSTEM Deloitte estimates the current worldwide PC install base at more than 1.5 billion units, and PC device sales are expected to increase 15% year-over-year in 2011. By the end of 2011, Deloitte projects mobile devices will represent about 25% of the global computing device install base. Source: Deloitte Touche Tohmatsu Limited, 2010
  • 15. PERSPECTIVE: THE PC ECOSYSTEM CAN CONSUMERS PLAY WITH AR ON PC’s?
  • 16. PERSPECTIVE: THE PC ECOSYSTEM CAN CONSUMERS PLAY WITH AR ON PC’s? Yes. A majority (56%) of online people in North America, over the age of 18, have used a webcam, according to a new Ipsos Reid poll conducted on behalf of Microsoft. As might be expected, Americans aged 18 to 34 are most likely (74%) to have used a webcam, while usage rates are lower among those aged 35 to 54 (51%) or older than 55 (45%).
  • 17. PERSPECTIVE: THE PC ECOSYSTEM WHAT DO PEOPLE DO WITH PC’s TODAY?
  • 18. PERSPECTIVE: THE PC ECOSYSTEM WHAT DO PEOPLE DO WITH PC’s TODAY? Source:Nielsen NetView – June 2009-June 2010*Other refers to 74 remaining online categories visited from PC/laptops**NetView’s Videos/Movies category refers to time spent on video-specific (e.g., YouTube, Bing Videos, Hulu) and movie-related websites (e.g., IMDB, MSN Movies and Netflix) only. It is not a measure of video streaming or inclusive of video streaming on non-video-specific or movie-specific websites (e.g., streamed video on sports or news sites).
  • 19. STAY CONNECTED & GET ENTERTAINED
  • 20. You, as a CPG company, distribute X millions products a year. You own a media force with your distribution power. This power can now leverage a new level of endorsement, by linking what people want to do, with what you want them to know.
  • 22. RECOGNITION TECHNOLOGY HOW IS AN AR EXPERIENCE ACTIVATED?
  • 23. RECOGNITION TECHNOLOGY HOW IS AN AR EXPERIENCE ACTIVATED? An augmented reality experience is activated via a graphic element or by facial recognition. Then, a digital eyepiece on a computer or smart-phone, driven by specific software, recognizes the marker and delivers the content. The graphic element can be a specially designed marker, a marker created from an existing graphic element (aka. Marker-less).
  • 24. RECOGNITION TECHNOLOGY HOW IS AN AR EXPERIENCE ACTIVATED? Marker “Marker-less”
  • 26. EXAMPLE- - > CHEERIOS Using “marker-less” recognition technology, Cheerios is an other good example of a game trigger direclty with the package.
  • 27. Experience conceived and produced by Mathieu Bouyrie “Marker-less” and Facial recognition technology were utilized in the Gatorade AR experience. The “G” on the bottle was programmed as the marker to start experience. Then, the webcam recognized the users face to help position the hockey gear on the user as if the user were actually wearing it. The strategic idea behind the experience was to align with the current Gatorade REPLAY promotion. The user must perform squats to earn gear to then move on to the next level of the gaming experience.
  • 28. Experience produced by Mathieu Bouyrie Using “marker-less” recognition technology, MOLSON DRY was a promotion that was highly successful (as measured by viral awareness) that gave the user the opportunity to record themselves while enjoying the experience. Users were able to upload and share the recording. As an example of marker-less recognition, the brand logo was programmed to activate the experience.
  • 29. EXAMPLE - - > ARhrrr! ARhrrr! is a classic point-and-shoot gaming experience that uses a mobile device as the controller. This allows a freedom of movement around the game board. In this case, the candies from the SKITTLES brand are used as bombs that the user activates by pointing at and tapping the phone screen. As of March 10, 2011, the You Tube video has had over 770,000 views. The game board is the marker that activates the experience.
  • 30. EXAMPLE - - > ADIDAS GAMING is the most complex of the types of AR content that can be created. The content rich experience must stream smoothly and provide levels of difficulty to challenge the user and make for a fun and rewarding experience. Utilizing a brand’s product to control the game reinforces the brand with the user. ADIDAS is a perfect example of an experience that used a specially printed marker on the tongue of the shoe.
  • 32. LOCATION TECHNOLOGY - - > GPS Location tracking uses global positioning (GPS) to locate a user and provide relevant information. This technology can be used to overlay AR information onto the real world scene to help find points-of-interest. Additionally, a company can use this technology to provide offers to entice consumers to buy their products or use their services.
  • 33. LOCATION TECHNOLOGY - - > GEO-FENCING US marketers have already begun experimenting with exactly this type of smart shopping service. "Geo-fencing" provides personalized marketing messages to shoppers based on their location or proximity to a marketer's store. 1020 Placecast, for example, piloted a ShopAlerts program that was embraced by mobile users: 60% said the location-triggered messages were "cool" and "innovative"; 79% claimed to be more likely to visit a store; 65% made a purchase. Interactive TV & Mobile DevicesLast Updated Wednesday, 09 February 2011
  • 34. LOCATION TECHNOLOGY - - > GEO-FENCING 66% of 18-44 year old adults said they were somewhat likely to try mobile coupons. 31% said they would be willing to give their mobile number in exchange for mobile coupons. When you reduce the age range to 18-34 year adults, the number jumps to 50% willing to receive coupons on their mobile phone by giving their number to aPenetration Mobile Marketing Demographics and Market business. The convenience of clipping and carrying a coupon on your phone is instinctively undeniable. That’s why almost 70 million mobile coupons worth $2.4 billion are expected to be redeemed in 2013, up from only 200,000 coupons in 2009. and Statistics Mobile Marketing Growth
  • 36. ACPG CONTACT INFORMATION MATHIEU BOUYRIE Executive Producer e-mail: mathieu@augmentedcpg.com tel: 514-991-7253