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MEC Viewpoint:
                                                      Augmented Reality -
                                                   Gimmick or game changer?
                                                    Ann Longley and Katz Kiely
Google I/O Event announcement:
Google Glasses available for pre order $1500 USD           July 2012
http://www.youtube.com/watch?v=9c6W4CCU9M4
Today’s topics

What is it and why it matters


How brands are using it now


Considerations
Today’s topics

What is it and why it matters


How brands are using it now


Considerations
AR Definition: Augmented reality (AR) is a live, direct
or indirect, view of a physical, real-world environment
    whose elements are augmented by computer-
    generated sensory input such as sound, video,
                 graphics or GPS data.

  Augmented reality should enrich not
   diminish our experience of reality.
Although in its infancy,
augmented reality matters
because of its potential to
deliver massive social and
    business benefits.
NASA’s AR glasses will help
commercial pilot’s see through fog to
 prevent airline disasters and boost
   pilot performance in adverse
             conditions.
               Image Source http://www.innovationnewsdaily.com/949-nasa-augmented-reality-glasses.html
Ground-breaking medical uses
are wide ranging and include
   diagnostics, hands-free
  operations and education.    Image Source: http://www.youtube.com/watch?v=6Cf7IL_eZ38
AR will eventually become a seamless part of our everyday experience (some say it will be the
    8th mass media)...so as marketers and communicators, we need to design and shape
            experiences that will motivate people to want to use this technology.
The future is now –Science FACT not Science
                   fiction.
 The Mobile Medic, created by the Australian
   Defence Force to find the best medical
students to sponsor, just won a Mobile Lion at
  Cannes for it’s AR diagnostic competition
http://www.youtube.com/watch?v=oUNm_n61maU&
            feature=player_embedded
Today’s topics

What is it and why it matters


How brands are using it now


Considerations     00
Gimmick   Game changer
Lynx Excite: Even Angels will Fall
 This campaign received much
       attention in 2011
  http://youtu.be/rFuUFeQIdpk
    [+1.1M views on YouTube]
BBC Frozen Planet created an
Augmented Reality experience
to bring the programme closer
 to people in shopping malls:
   http://vimeo.com/42451011
Will the humble comic book ever be
 the same? Marvel has embraced
Augmented Reality transforming the
          user experience:
  http://www.youtube.com/watch?v=j8ve8x3-mFA
http://www.youtube.com/watch?v=rZJo19udwHU&fe
                  ature=fvwrel
Playstation 3’s Wonderbook of Spells by
JK Rowling brought this book to life in a
  completely new way – “the closest a
muggle will ever come to magic”. But is it
    going to revolutionise / reinvent
                reading??
http://www.youtube.com/watch?v=ayyx4myIO
            0w&feature=related
Augmented Reality -  Game Changer or Gimmick
Augmented Reality -  Game Changer or Gimmick
Innovation is at the heart of the
 Absolut brand...the Abolut Inspire
campaign mashed up the digital and
 the real worlds letting users create
  their own bottle designs with AR
     streetart made using an app:
     http://vimeo.com/41124884
Could C1’s
Immersive augmented reality video
 transform tourism, journalism and
              more?
   http://www.conditionone.com/
Gold Run brings us the future of retail
  with virtual changing rooms and
  photo booths forpeople to share
  prospective purchases with their
               friends.
http://mashable.com/2012/06/20/augmented-reality-retail/
Luxury brands can now serve their
 customers at home using Holition’s
   AR technology to showcase high
value products. Customers can try on
    virtual goods in front of their
   computer using their web cam.
Clarks offers a seamless journey from
 print to video via Aurasma’s mobile
  app. After watching the video it is
  possible to link through to the m-
   commerce site to purchase their
                 shoes.
Many car maker are big fans of AR as it allows
users to experience their products in new ways.
     BMW let customers create their own
 expressions of joy to share with their friends:
    http://www.inition.co.uk/case-study/bmw-
           augmented-reality-campaign
Emart’s Sunny Sale offers were only accessible
at mid-day when the sun hit the 3d QR Code at
                the right angle.
  Usually a slow time for business, the lunch-
      time offer brought people in store.
http://www.youtube.com/watch?NR=1&featur
        e=endscreen&v=1N6EdgN3FUU
Tesco/Homeplus in Korea targeted
time-poor comuters in the subway
turning waiting time into shopping
 time. Purchases made via mobile
were delivered to shoppers’ homes
dramatically boosting the retailers’
              sales.
Today’s topics

What is it and why it matters
                   00


How brands are using it now


Considerations
BARRIERS to widespread adoption
     AWARENESS


     USABILITY


     FEAR OF CHANGE
DON’T TELL THEM – INVOLVE THEM




Source: http://www.chrisoshea.org/hand-from-above#video
Change = PAIN




The top 10 myths of behaviour change: http://vimeo.com/26943709#; Reuben Anderson, Vancouver Metro
MAKE IT A HABIT
@annmargaret @katzy

THANK YOU

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Augmented Reality - Game Changer or Gimmick

  • 1. MEC Viewpoint: Augmented Reality - Gimmick or game changer? Ann Longley and Katz Kiely Google I/O Event announcement: Google Glasses available for pre order $1500 USD July 2012 http://www.youtube.com/watch?v=9c6W4CCU9M4
  • 2. Today’s topics What is it and why it matters How brands are using it now Considerations
  • 3. Today’s topics What is it and why it matters How brands are using it now Considerations
  • 4. AR Definition: Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer- generated sensory input such as sound, video, graphics or GPS data. Augmented reality should enrich not diminish our experience of reality.
  • 5. Although in its infancy, augmented reality matters because of its potential to deliver massive social and business benefits.
  • 6. NASA’s AR glasses will help commercial pilot’s see through fog to prevent airline disasters and boost pilot performance in adverse conditions. Image Source http://www.innovationnewsdaily.com/949-nasa-augmented-reality-glasses.html
  • 7. Ground-breaking medical uses are wide ranging and include diagnostics, hands-free operations and education. Image Source: http://www.youtube.com/watch?v=6Cf7IL_eZ38
  • 8. AR will eventually become a seamless part of our everyday experience (some say it will be the 8th mass media)...so as marketers and communicators, we need to design and shape experiences that will motivate people to want to use this technology.
  • 9. The future is now –Science FACT not Science fiction. The Mobile Medic, created by the Australian Defence Force to find the best medical students to sponsor, just won a Mobile Lion at Cannes for it’s AR diagnostic competition http://www.youtube.com/watch?v=oUNm_n61maU& feature=player_embedded
  • 10. Today’s topics What is it and why it matters How brands are using it now Considerations 00
  • 11. Gimmick Game changer
  • 12. Lynx Excite: Even Angels will Fall This campaign received much attention in 2011 http://youtu.be/rFuUFeQIdpk [+1.1M views on YouTube]
  • 13. BBC Frozen Planet created an Augmented Reality experience to bring the programme closer to people in shopping malls: http://vimeo.com/42451011
  • 14. Will the humble comic book ever be the same? Marvel has embraced Augmented Reality transforming the user experience: http://www.youtube.com/watch?v=j8ve8x3-mFA http://www.youtube.com/watch?v=rZJo19udwHU&fe ature=fvwrel
  • 15. Playstation 3’s Wonderbook of Spells by JK Rowling brought this book to life in a completely new way – “the closest a muggle will ever come to magic”. But is it going to revolutionise / reinvent reading?? http://www.youtube.com/watch?v=ayyx4myIO 0w&feature=related
  • 18. Innovation is at the heart of the Absolut brand...the Abolut Inspire campaign mashed up the digital and the real worlds letting users create their own bottle designs with AR streetart made using an app: http://vimeo.com/41124884
  • 19. Could C1’s Immersive augmented reality video transform tourism, journalism and more? http://www.conditionone.com/
  • 20. Gold Run brings us the future of retail with virtual changing rooms and photo booths forpeople to share prospective purchases with their friends. http://mashable.com/2012/06/20/augmented-reality-retail/
  • 21. Luxury brands can now serve their customers at home using Holition’s AR technology to showcase high value products. Customers can try on virtual goods in front of their computer using their web cam.
  • 22. Clarks offers a seamless journey from print to video via Aurasma’s mobile app. After watching the video it is possible to link through to the m- commerce site to purchase their shoes.
  • 23. Many car maker are big fans of AR as it allows users to experience their products in new ways. BMW let customers create their own expressions of joy to share with their friends: http://www.inition.co.uk/case-study/bmw- augmented-reality-campaign
  • 24. Emart’s Sunny Sale offers were only accessible at mid-day when the sun hit the 3d QR Code at the right angle. Usually a slow time for business, the lunch- time offer brought people in store. http://www.youtube.com/watch?NR=1&featur e=endscreen&v=1N6EdgN3FUU
  • 25. Tesco/Homeplus in Korea targeted time-poor comuters in the subway turning waiting time into shopping time. Purchases made via mobile were delivered to shoppers’ homes dramatically boosting the retailers’ sales.
  • 26. Today’s topics What is it and why it matters 00 How brands are using it now Considerations
  • 27. BARRIERS to widespread adoption AWARENESS USABILITY FEAR OF CHANGE
  • 28. DON’T TELL THEM – INVOLVE THEM Source: http://www.chrisoshea.org/hand-from-above#video
  • 29. Change = PAIN The top 10 myths of behaviour change: http://vimeo.com/26943709#; Reuben Anderson, Vancouver Metro
  • 30. MAKE IT A HABIT