Everything You Need to Know About Augmented Reality (AR

Augmented Reality
Everything You Need To Know

© Copyright 2011. Skive Group Limited

What is AR?

Real Digital
AR
World world

Social
Networks
Brand
opportunity

Augmented Reality or AR is enrichment of reality, via additional information
and virtual content. When linked to social networks it becomes a powerful tool
for communicating rich brand experiences.


What is AR?
AR is an amazing way for brands, retailers and publishers to get exciting new
messages, offers and helpful real-time information to customers on-the-go. Scan real
world items to bring them to life with overlaid digital information, services, games or
interactive experiences.

Information might appear overlaid or ‘augmented’ over the real-world image or object
(such as interactive games or magical digital apparitions). It could take the form of a
simple web-link (to watch a trailer, visit a website, a ‘like’ on Facebook) or perhaps a
‘take-away’- something simple which downloads immediately to your phone for future
use (such as a coupon or recipe).


How to view AR
AR
AR experiences are accessed via specialist AR apps or browsers which are
increasingly being pre-installed on Smartphones and Tablets. These are 3
examples of popular AR browsers and apps:

Using an image marker, the String app Layar is the world’s first mobile AR Hold up your phone up in the Blippar
displays rich 3D graphics on top of the browser. It combines your smart phone’s app and receive an instant response
camera view as if they existed in the real GPS, camera, and compass to identify whether a web link, video, coupon, or
world. In the example above the trainer your surroundings and overlay perhaps a 3D product experience or
could be manipulated and customised by information on screen, in real time augmented reality game
the user to suit their style


Benefits
For consumers

 Educational, empowering and entertaining

 Enhances and augments brand experiences in everyday situations

 Provides a wealth of information that will inform purchase decisions; and
increase the entertainment value of shopping, socialising and sight-seeing

 In the future, AR has the potential to transform urban spaces by opening
digital portals into the contents, people and activities with buildings


Benefits
For brands

 Allows your customers to play with your advertising, which gives a better
experience of the brand

 Creates a stronger emotional connection with the brand

 Allows you to build up a personalised profile of your customers to
understand buying patterns and emotional wellbeing

 Location-based AR campaigns and promotions can be used to create real-
world communities around your brand (from local shops, services and
hospitality to vending machines and on-pack promotions)


Current AR Market
AR

Source: Juniper Research

Currently AR is being used more by businesses as a marketing and
communications channel. But this is beginning to change...


Beyond the hype

Simple, Sophisticated real-world
gimmicky applications that:
experiences
- make life more convenient
- give consumers more choice
- deliver personalised services
- add business value 24/7
- will ultimately make AR more accepted


Spectrum of AR

SMS / QR Codes Webcam/Hologram Location-based POS / Mobile Real-world applications
shopping

Simple AR mobile browser More useful & Most advanced,
Gimmicks
experimentation is the tool more natural intuitive and useful

Traditional AR AR becoming functional and useful


Spectrum of AR
Case Studies

SMS / QR Codes Webcam/Hologram Location-based POS Real-world applications

Gimmicks
experimentation is the tool more natural natural and useful


John Lewis
Virtual QR store - Brighton

John Lewis are selling their ‘Top 30 things to
buy for Christmas’ via a window display at a
branch of Waitrose.

Customers can scan the QR code of the item
they want, which will then take them to the
John Lewis mobile site to complete their
purchase.


Tissot
Virtual QR store - Brighton

Tissot installed an interactive touch
screen window display featuring AR
technology outside Harrods
department store.

As well as seeing how the watch
would look on their wrist, consumers
could discover and experiment with
the watch features.


SMS / QR Codes Webcam/Hologram Location-based POS Real-world applications

Gimmicks
experimentation is the tool more natural natural and useful


Airwalk
Invisible Pop-up Store AR

Airwalk offered 300 limited–edition pairs of the new
Jim Shoe trainers via an augmented reality treasure
hunt game. Once they had found the virtual item they
could then use the code they were given to purchase
the product.

The ‘Invisible Store’ concept merges elements from
the flash mob craze, gamification, the pop-up store
and the pre-sale promotion to create a destination
specific event with sales at its core.


Converse
Sampler

‘Converse Sampler’ allows users to try on
any shoe from the footwear brand's
catalogue simply by pointing an iPhone at
their feet. The app uses augmented reality
(AR) to place a virtual shoe over the foot.


Tesco
Direct 3D Catalogue

Using their webcam, Tesco Direct
customers are able to view realistic and
life size representations of the products in
their own homes. Customers can interact
with the products to see exactly where
the features of a product are located.


Stella
Le Bar Guide

Le Bar Guide overlays the profiles and
distances from you of nearby bars that
sell Stella Artois.

It also enables you to review bars and
includes an integrated taxi function that
enables you to order a cab home
responsibly at the click of a button.


Museum of London
Streetmuseum

Streetmuseum overlays old photos of
the area of London you are currently
viewing through your iPhone camera.


Starbucks
Cup Magic

Starbucks are activating unique AR experiences
triggered by their famous red Xmas cups.

The idea is to find, activate and share all 5 special
Xmas characters that appear randomly on the red
cups.

The new app also happens to showcase special
offers and provides an eGifting facility.


Cadbury
Spots and Stripes Blippar App

Uses Blippar Augmented Reality app to activate
3D game by pointing mobile at Cadbury chocolate
bar wrappers.

The ‘Quak Smack’ game challenges players to tap
cartoon ducks as they appear ‘out of the bar’ as an
augmented overlay on their device.

The player can then submit their score to go into to
a draw to win London 2012 tickets.


Topshop
AR Fitting Room

Topshop created a virtual fitting room using
Microsoft Kinect for the new “Dress
up” collection.

A special kiosk was installed at the flagship
location in Moscow.

Shoppers were able to select a garment off
the rack without having to try it on physically
and could see themselves onscreen with a
3D copy of a dress.


The very near future

AR tech will rapidly permeate all industries from medical to retail. This science fiction
technology has become a reality offering a CGI augmented layer over your view the
real world.


Emotional marketing
Using facial recognition to leverage the emotional state of consumers

Unilever launched a smile-activated vending
machine at Cannes Lions.

Using facial recognition technology and AR,
the machine tracks a customer's smile and
rates it on a 'smile-o-meter'.

The user can then directly post their image
to Facebook and select the ice-cream of their
choice.

In the future brands will use facial recognition to determine your emotional state –
smiling, frowning, crying, depressed or uninterested – and react in real-time to
improve the potential of the marketing interaction.


Potential market growth
AR

Source: Juniper Research


Summary
 In an increasingly fragmented media environment, AR gives you the
opportunity to get closer to your audience at point of purchase

 AR enables richer immersive brand experiences and an excuse to start a
dialogue with your audience (product information, exclusives, competitions,
deals, dynamic pricing / group buying, priority access etc)

 The move from “Pull” to “Push” media is key as it will allow more relevant,
timely and personalised information to be sent to consumers who have opted
into marketing programmes - these activities will also be automatically
shared to people’s social networks (Facebook Ticker and Timeline)

 AR will also be a key driver of sales moving forward based on data collection
of interactions through AR outdoor media (key demographics, frequency of
purchase, taste preferences, emotional states, building implicit communities
and products and brand co-creation)


Thank you.

For further information contact:

Liz Faber, Head of Planning
l.faber@skive.co.uk

Anne McCreary, Social Strategist
anne.mccreary@skive.co.uk

+44 (0)20 7637 2704


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