How can we create campaigns or applications that use the augmented reality technology best? How do we take away any obstacles the public may have using this technology?
This presentation looks into the law of diffusion of innovation and what this law implies we should do to help the adoption of AR with the majority of people.
8. Internet adoption
surged when
WordPress
allowed for
websites
to be created by
non-techies
Factor
Relative Advantage
Compatibility
Simplicity
Trialability
Observability
Do It Yourself Augmented
Reality
9. Smilez is simple.
Suppose you have a video that you would like to share
with family and friends.
With Smilez you upload your video. You select your
favorite frame from the video and write a personal
message. The app creates a physical postcard with your
frame and message. You provide the address and the
next day your video postcard is sent.
When the postcard is delivered, the receiver can use his
smartphone with the Smilez app to scan the card and
watch how it comes alive as the video plays.
12. Smilez is a magical
experience where a photo
comes alive when the video
starts playing.
What do you think these two
girls are up to?
Scan this photo with Smilez
14. Factor I-factor
Relative Advantage What’s in it for me?
Compatibility When do I do it?
Simplicity How do I do it?
Trialability Can I try?
Observability Who sees me?
5 Questions for a
successful AR
project
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17. Use Case:
SANDD
• Sandd wanted to support their delivery
personnel with an app but needed a way to
attract attention.
• By sending out Smilez cards they not only
attracted attention but also got an insight in the
mobile coverage and types of devices/OS used
by their personnel.
• 12.000 cards were sent, the cards were scanned
7.000 times by 3000 unique devices.
Sandd (Sort and
Deliver) is a B2B
postal delivery
organization that
makes 700M
deliveries per
year.
18. Use Case:
IBM
• IBM Mobile Solutions was looking for a way to
promote their mobile development platform
‘Worklight’ in an innovative way.
• Using Smilez cards they reached out to the
audience during a one day conference and
showed their introduction video.
• Over the course of 4 days 200 cards were
scanned 2000+ times by 200+ unique devices.
IBM MobileFirst
offers you true
end-to-end
mobile solutions.
19. Use Case:
euroscript
• euroscript use video to showcase their
document management software products.
• euroscript uses Smilez cards to distribute the
promotion videos to an audience they meet in
real life, during conferences and otherwise.
• On average each card is scanned 1,4 times.
• Cards keep being scanned until months after the
event where they are handed out.
euroscript has grown to
become an international
service
provider supporting
customers from around
the world design, build
and run content
management
operations of all sizes.
20. Use Case:
Deloitte
• Deloitte Digital wants to stand out; like a red
apple in a basket of green apples.
• Sending out an augmented reality Christmas
card not only stands out but also linked to the
digital business showing that they know about
new technologies.
Deloitte is the leading
audit and consulting
practice in Belgium.
More than 2,600 people
in 11 offices across the
country serve public and
private enterprises with
financial, legal, tax,
management and
information technology
expertise.
21. Use Case:
NulVier day
care
• NulVier wants to show parents that there is
more to day care than a safe place for your child.
• Since many daycare facilities are closing, they
need to find the parents that still require within
their region.
• NulVier reaches their target audience by giving
away Smilez cards for birthday parties to their
clients who send them to their friends.
• Each Smilez card contains a clients own video
framed in a NulVier setting and concluded with a
NulVier outro.
NulVier day care is
a rapidly
expanding chain
of day care
facilities.
22. Use Case:
Zilverspoor
• Zilverspoor is publishing a cross-media novel
‘Herkenning’ where the characters from the book
have real social media accounts.
• To switch between real world and online, 4 Smilez
cards have been added to the book which link to the
online discussion forum.
• Not only does the augmented reality generate
national press coverage for the book, it also converts
book readers into online followers.
• The online community has its own advertisements
and thus generates additional revenu.
Zilverspoor is a
publisher that
focuses on new
talent and new
book concepts.