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Copy of AUGMENTED REALITY & CONSUMER EXPERIENCE

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Transcript of Copy of AUGMENTED REALITY & CONSUMER EXPERIENCE

Augmented reality (AR) is a term for 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. (Wikipedia) An augmented reality system generates a composite view for the user that is the combination of the real scene viewed by the user and a virtual scene generated by the computer that augments the scene with additional information. Definition Augmented reality (AR) is a term for 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. (Wikipedia)

An augmented reality system generates a composite view for the user that is the combination of the real scene viewed by the user and a virtual scene generated by the computer that augments the scene with additional information.

Concepts AR is in real time, such as sports scores on TV during a match. You always see those yellow lines on football games, but they are overlaid onto the screen, they’re not really part of the game
Artificial information about the environment and its objects can be overlaid on the real world. The term augmented reality is believed to have been coined in 1990 by Thomas Caudell, working at Boeing (Wikipedia)

AUGMENTED REALITY & CONSUMER EXPERIENCE ADV3001
It is related to a more general concept called mediated reality , in which a view of reality is modified (possibly even diminished rather than augmented) by a computer. As a result, the technology functions by enhancing one’s current perception of reality. (Wikipedia)


With the help of advanced AR technology (e.g. adding computer vision and object recognition) the information about the surrounding real world of the user becomes interactive and digitally usable.” (Wikipedia)
Examples A QR code (abbreviated from Quick Response code) is a type of matrix barcode (or two-dimensional code) first designed for the automotive industry. (Wikipedia)
-Used for: commercial tracking, entertainment and transport ticketing, product marketing and in-store product labeling
-basic concept: when you scan a QR code with your smart phone, it will automatically take you to a website with further information about a product; this is the fast-growing future of advertising
-great for businesses...QR codes will take you directly to a company’s site
-Companies that have used QR codes for advertising:

Using a computer camera to create AR Case Study #1
Give consumers the opportunity to experience and interact with the car without having to physically go to a showroom to do so

The car marquee wanted to turn heads and associate the brand with cutting-edge, innovative technology


Started off with a basic idea - consumers would print out a symbol and see the car after going to the website

Over the course of development, however, the campaign became more interactive
They added maneuverability, the paint and the ability to retract the car roof

To create the AR campaign, BMW taped a Z4 driving across a canvas the size of a football field

Jets squirted paint in front of the rear wheels, which acted as a brush, to communicate “an expression of joy,” which could later be shared with family and friends via social media


The Facebook fan page has so far attracted 4,074 fans since its launch.
To encourage downloads, a short film was produced and uploaded to Youtube

It generated 20,300 views in just over two weeks

Has increased to over 131,000 since
They helped create a buzz
around the AR campaign that
quickly spread across the web.
Case Study #2
Real-time connection
Highly Interactive
Will redefine mobile user experience much like touch and/or gesture mobile phones
Changing consumer behavior
Enhance situational awareness and readiness (Military applications)
Fantasy/Vivid appeal
Can be applied to any concept
3D models of cars
Interactive games
Display messages hidden in SMS
Mobile Apps
Strengths (Advantages) Cost
High R&D
Lack of technology in mobile devices(data transfer)
Fiction or reality?
"first person shooters" have been believed to increase teen aggression Weaknesses (Disadvantages) Rate of data transfer (apps)
The coming of cheaper technology/substitutes
Subject matter relevance/Immediacy
Increasing creativity
Security/Spam (info-tracking)
Privacy (location-tracking)
Challenges in Execution QR Codes 1. Calvin Klein
2. Droid
3. PR Newswire
4. Tissot Swiss Watches
Michelle
Montenegro

Kelsey
Reese

Aubrey
Read

Brittney
Swope

Franklin
Fields Consumers are becoming desensitized to the effects of traditional methods of advertising. (Include in IMC Campaigns)

Businesses can promote their products through an interactive advertisement with augmented reality applications, and by doing so, they can capture the attention of a large number of viewers.
Added enrichment and engagement to couple with your IMC campaign on an interactive platform that both stimulates and activates your consumer. Integration: Traditional Advertising Application #1 Walt Disney World People can download and print out a symbol of Mickey Mouse Ears and hold it up to their computer cameras to see and explore the different Disney World theme park maps in 3D.
You can zoom into specific park attractions using certain keys on your computer to see them in greater detail while still in the comfort of your own home Questions? Compliments? Strategic Considerations “Augmented reality is not a passive technology. It helps customers actively participate with you.”

Gives companies the opportunity to:
Increase brand cognition
Demonstrate company innovation
Showcase their ability to consider new approaches
Find new ways to communicate with the target market
Give users the ability to connect even further with a product before, during, and after making a purchase 
Give consumers new product experiences outside of a store or place of business
Keeps products top-of-mind and also creates a strong emotional tie to the brand
It's important to think about augmented reality as an additional form of advertising

In other words, it shouldn't be your only strategy
The main purpose of augmented reality is to provide a different consumer experience in a innovative, convenient way

Customer learns of new and basic information they may or may not already know about
Could be used for both product types:
High involvement
Low involvement
Example:
Tissot wrist watches
Interacting with AR “crosses a psychological barrier in the mind of the shopper — they’re no longer just window shopping.”
Establishes a longer-lasting, deeper connection with your consumers via an emotional connection, which in the end turns to more repeat business and sales

Usage and Attitude

Segment those consumers who may not use your product on a regular basis

Change negative attitudes about your product in the consumer’s mind

The application would also provide a pop-up menu of information:

Weather forecast
The amount of park visitors
Attractions that may be closed or under construction
Any special promotions being offered
Park events or celebrations
Parade and show times
Places to dine Relatively easy to use
Simply hold up your phone to special “Mickey Mouse” stations located in various locations throughout the park
Find the specific information you’re looking for and be on your way in a matter of minutes
Would be intended for use inside any Disney theme park
Provides useful information
Application #2 Best Buy & Xbox Kinect Segmentation Lifestyle

Look at what interests customers

What opinions do customers have on various topics?

Determine what consumers do in their spare time
Targeting

Look towards customers who will put in the extra effort to use AR

Determine level of competition
Will AR be innovative enough to bring in more business for you company?
The goal of the Lynx(Axe) Fallen Angel campaign was to increase the brand awareness, interaction and engagement
Campaign Goal
Guerilla-esque outdoor advertising campaign paired with various other IMC strategies to generate positive word of mouth through creative AR technology
Campaign Strategy “As passers by walk onto the Lynx “Markers” the Excite Angels literally fall to earth in the digital billboard, and then interact with whom ever is standing on the marker. And while this is essentially a gimmicky play, it does generate the brand interaction and connection they are after quite well…”

“This experiential is also part of a new social campaign that has just launched, the “Lynx Excite Fallen Angel” which challenges users to head to Facebook to see if they are the one person on earth that can release an archangel…"
Campaign Execution "The viral film has achieved over 980,000 views on youtube and the campaign PR’d around the world..."

"The people at Lynx cannot help but be pleased with the success of their latest deodorant. Their new fragrance has emerged as their second-best-selling variant after just a few months on the market, thanks in large part to an innovative advertising campaign."

Successful targeting of key client base with this sexy interactive campaign

The personalized video resulted in 80,000 new Facebook fans, 25,000 likes, comments and posts, 95,000 app views.

Now: 979,056 views on YouTube
540,318
like this
13,481
talking about this
15
were here
Campaign Outcomes This campaign features an exclusive partnership between Best Buy and Xbox Kinect and the use of technology similar to the Lynx campaign.

Customers would have the ability to stand in front of a TV on a marker, where they would then be able to participate and interact directly with characters in the game. Mobile App Customers will have the chance to beat highest scores in store and win a Xbox Kinect system.

This advertising campaign will run only at participating Best Buy stores. The tandem promotion will help create an increase in customer purchasing involvement, positive buzz, and greater consumer traffic.
Virtual Augmented Reality Marker Campaign goal Campaign strategy Campaign execution Campaign Outcome Comments? Further Questions? (http://www.webopedia.com/TERM/A/Augmented_Reality.html)
(http://socialwayne.com/2010/08/06/codes-examples-marketing-businesses/)
http://www.youtube.com/watch?v=f3qv2dSXQXk (tattoo) (start vid at 1:30)
“(http://www.digitalbuzzblog.com/lynx-augmented-reality-excite-angel-ambush-london-victoria/)
http://www.bbc.co.uk/news/business-13262407
http://www.comangle.com/project-categories/augmented-reality
http://www.private-label-foods.com/2010/10/25/augmented-reality-taking-brand-marketing-to-the-next-dimension/
http://www.inc.com/guides/201104/how-to-use-augmented-reality-in-advertising.html

http://theinspirationroom.com/daily/print/2010/8/panasonic_viera_robot.jpg
http://www.ehow.com/list_5872442_advantages-disadvantages-augmented-reality.html
http://thinkplank.wordpress.com/2010/06/25/234/
http://apollomatrix.com/content/augmented-reality-advertising
http://www.haystackonline.com/page/58513/agencies/tullo-marshall-warren/lynx-excites-fallen-angel-campaign
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