"Augmented Reality for Brand Experiences" during Augmented Reality in Action (ARIA 2018) at the MIT Media Lab
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Hosted at the MIT Media Lab on January 16th and 17th, and now in its second year, ARIA (AR in Action) Industry Summit will convene some of the greatest minds and companies in Augmented Reality for two days of open collaboration, sharing insights, and networking. Cramer's Head of Creative Technology, Lindsay Nie, will be there on the afternoon of January 16th, presenting the Six Types of Augmented Reality for Memorable Brand Experiences, including: - Device AR - Wearable AR - Mirror AR - Transparent AR - Presentation AR - AR Activations
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"Augmented Reality for Brand Experiences" during Augmented Reality in Action (ARIA 2018) at the MIT Media Lab
- 1. Augmented Reality for Brand Experiences Lindsay Nie
- 3. Six Ways We Use AR in Marketing 3
- 4. Device AR GONE HUNTING 4 1 of 6
- 5. 5 Information Reveal A wall of IBM products come to life when viewed through a tablet 5
- 6. Animated Demos Fortune 500 B2B insurance company brings clients’ flood scenarios to life 6
- 7. Art Galleries Photos and art come to life with video and animations 7
- 8. Venue Wayfinding Starting with airports and retail, soon moving to massive conferences and tradeshows 8
- 9. Wearable AR WHAT ARE YOU LOOKING AT? 9 2 of 6
- 10. Life-size Visualizations Bringing large scale products to customers without the logistics nightmares 10
- 11. Shared Reality Through Meta2 headsets viewers can share experiences 11
- 12. AR Theater AT&T and Red Bull sync headsets for a group presentation 12
- 13. Popular Novelty (for now) The newness of AR (and VR too) drives big queues at live events 13
- 14. Mirror AR YOU LOOKING AT ME? 14 3 of 6
- 15. Dressing Rooms Magic mirrors that reflect trying-on 15
- 16. Shared Illusions Giant screen mirror shows groups with elements added to their reality 16
- 17. Remote Control Viewers become holograms that control the experience 17
- 18. Controlling with Gaze Smashbox Cosmetics and Modiface partner on a virtual makeup try on 18
- 19. Transparent AR THROUGH THE LOOKING GLASS 19 4 of 6
- 20. Action-packed Windows Surprise and delight in an unexpected window 20
- 21. Details Overlayed Transparent OLEDs add product specs for group viewing and interaction 21
- 22. Story Windows Ralph Lauren uses AR to bring window displays to a new level 22
- 23. Portable Hologram Simple materials can create magical moments 2323
- 24. Presentation AR EVEN GRANDMA IS DOING IT 24 5 of 6
- 25. Overlaying Captions London’s National Theatre’s smart glasses enable the deaf to enjoy live theater 25
- 26. Holograms on Stage Humangrams by ARHT Media enable AR presenters 26
- 27. Mirror on Stage Prezi AR lets you put yourself in the story 27
- 28. Broadcast 3D to Event Vizrt is bringing AR broadcast tech to the event stage 28
- 29. AR Immersion EVERYONE WANTS A TURN 29 6 of 6
- 30. Holographic Photo Booths Microsoft Mixed Reality Capture Studios now open in three cities 30
- 31. Invisible Interfaces Ultrahaptics and Meta come together at CES 31
- 32. Responsive Illusions Disney’s Magic Bench combines responsive CGI and haptics 32
- 33. Interactive Projections Montreal’s Cite Memoire includes AR wayfinding, videos, animations, text and projections 33
- 34. 34
- 35. RECAP AR for Brand Experiences 35 4. Transparent AR 5. Presentation AR 6. AR Immersion 1. Device AR 2. Wearable AR 3. Mirror AR
- 36. Small plug for a big list... cramer.com/trends 36
- 37. Thank You CONNECT GET THE SLIDES http://cramer.com/ARIA2018 Lindsay Nie lnie@cramer.com 37
Notas do Editor
- Hi! I’m Lindsay Nie, Head of Creative Technology at Cramer a Brand Experience agency with a huge focus on live events. We work with our clients to create memorable moments and often turn to technology to help bring those experiences to life. --------- Hi Head of creative tech, @ Cramer Agency that does event and experiential marketing for global brands – like IBM, UPS, Siemens, Puma, Google, and more. Today, tech is key to the experiences we create for those clients
- When many people think of AR and marketing, Photostickers, pokemonGO, and what I like to call cereal box AR, (scan the box to see a little animation), comes to mind…. But no longer can marketers get away with wowing audiences with cool tech. AR is becoming a thread that brings together whole experiences. ---- Marketers – especially those at established global brands – think of AR as pokemonGO. Photo stickers, and What I call Cereal Box AR (scan the box and see a little animation) When they are ready to move beyond this First place they look is their live events
- Some of these trends have been building for several years and other are just being pitched to clients now.
- Device AR is used in Trade show booths, activations… anywhere a brand is trying to create a one to one experience. (brent this could use your words) also any examples I am missing from this category? ----- Device AR is simple – what’s in our pockets. What broke Pokemon GO to Grandmothers. It’s phone, tablets, etc. And we’ve been using these at events – especially tradeshows and brand activations – for years
- Using a tablet to uncover hidden content in a mural or info graphic allows multiple levels of detail, offering a deeper experience for those curious to peek through the digital lens. ---- Here is a recent experience from IBM. They are using the tablet to uncover hidden content in a mural or info graphic. I love that it is a deeper experience for curious people at our events.
- Target triggered AR animations allow for quick engagement in a trade show booth or activation and can be easily distributed and shared post event.
- Gallery style displays of augmented content are easy to set up and repeat at different locations and are a huge audience draw
- Currently brands are sponsoring AR wayfinding in venues like airports and retail stores. Several startups are working on AR wayfinding event apps which will not only help attendees make the most of their time at event but will enable sponsorship brand placement.
- Wearable is, simply, so much of what we see here from Meta, plus Hololens, MagicLeap, and more.
- Often a product is too large to bring in person…. Creating a headset experience gives attendees a life-size view and helps to better connect with the product
- Many of us in here have had the experience of trying to tell someone how to navigate around in an AR headset. For first timer viewers, especially in an event environment where time is limited, this can be a big challenge. Wiith Meta2’s headsets a brand ambassador can guide an attendee through a demo.
- Often a product is too large to bring in person…. Creating a headset experience gives attendees a life-size view and helps to better connect with the product
- Similar to photo stickers, mirror AR enables simple brandable experiences that are often unexpected, resulting in photos, shares and a personal connection to the brand.
- Beyond the obvious retail use case, magic mirrors are trending for brand activations as a way give attendees a personalized touch point with the brand (Barbie Dream Closet, MLB jersey try on) and produce many social shares.
- Creating an unforgettable moment for a group is often far more powerful than marketing to an individual. The great thing about these large scale activations is Both active participants and onlookers become part of the experience Who doesn’t want to be on screen with a polar bear or a dinosaur! Everyone want to have their turn as well as watch others.
- Adding a responsive element means no two people will have the same experience. Viewers commit to wait in lines to capture their moment of control NEED TO ADD MORE HERE
- Continuing to stay on top of emerging tech and adding things like Gaze based interface to AR, creates interactions that most viewers have never experienced before, which ultimately elevates the social impact
- Device AR is a personal experience, Mirror AR puts the viewer in the experience, Transparent AR attempts to recreate the headset experience for a group
- Surprise people with an unexpected experience and they are likely to share and remember. Transparent OLED monitors become windows that layer content over the ordinary. Pepsi
- Using transparent OLEDs In a trade show or other show and tell setting, multiple onlookers can now understand a deeper level of content.
- Who doesn’t love a hologram? Low-tech, simple and cheap, portable holograms are nice add-ons to a larger experience as event invites and activation giveaways.
- Companies who put on recurring events year after year always want to impress their audiences from the main stage with something new. AR now provides several options that our clients are getting excited about
- Captions are now visible in AR glasses for live theater. Audience members can enjoy the show while keeping focus on the stage rather than a fixed screen with captions.
- Holograms have been on stage for years, but as material tech and video resolutions have advanced, on stage projections feel even more real and create magical experiences that grab the attention of audiences..
- If you saw (or when you see) (need to check schedule for when Adam talks) Adam from Prezi speak earlier today you got to experience this in person… The challenge at large events, is keeping the audience engaged. We all know if you are not sitting up here in the first few rows your eyes are either on your own device or on the screens behind me, you are too far away to focus on the actual presenter on the stage. Rather that shuffling between a live feed of the presenter and the slides, with Prezi’s solution, slide content is layered over the video feed, bringing new dimension to charts images and text.
- Taking that a step further, Vizrt’s broadcast quality 3D animations can now appear on the main stage screen, giving presenters the ability to step into their visualizations changing the method of storytelilng on stage.
- Finally, this is where AR and Real Reality blur the lines in even more ways. Get beyond a single screen – a single viewer – and into a multi-senor experience.
- Now that AR has taken off with hardware and platforms to bring content to life. The amount of Content is lacking… MS is ready to help you generate content with their Capture Studios… We are already in talks with some of our clients about creating Brand Sponsored “Hologram Booths” at festivals and events.
- Thanks to the hard work of many of you out there, Holograms and augmented content are very realistic, and now with mid air-haptics, Ultrahaptics has given us a way to feel when we interact with augmented reality. Add that into a brand experience and now….. NEED TO SAY WHY HERE
- With the recent advances in AR and other tech, in the next year we will see event marketers incorporating more and more haptics and responsive elements into activation similar to what Disney has done with their Magic Bench
- One of the best AR activiations that I have experienced was Cite Memoire in Montreal. They encorporated multiple types of tech to create an experience through downtown. The best part was a small side street that was taken over by responsive projection. Over a 7 min period the street transformed from a rocky river to a stream with fish, a field of blowing grass, a night sky and several other things… but that was not all, as people walked down this street the projections responded to their presence. My 3 kids spent nearly an hour running up and down changing the path of fish, splashing in the waves, leaving shadow trails, they thought it was the greatest playground ever, Montreal is now their favorite city. Talk about a positive brand experience!
- One of the best AR activiations that I have experienced was Cite Memoire in Montreal. They encorporated multiple types of tech to create an experience through downtown. The best part was a small side street that was taken over by responsive projection. Over a 7 min period the street transformed from a rocky river to a stream with fish, a field of blowing grass, a night sky and several other things… but that was not all, as people walked down this street the projections responded to their presence. My 3 kids spent nearly an hour running up and down changing the path of fish, splashing in the waves, leaving shadow trails, they thought it was the greatest playground ever, Montreal is now their favorite city. Talk about a positive brand experience!