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Connect and Engage Using New Touchstone Technology

Augmented Reality

2013 PRSA Digital Impact Conference

HELLO

LYNNE D JOHNSON

Content & Community Strategy Consultant lynne@lynnedjohnson.com @lynneluvah

What Is Augmented Reality?

We All Know About This

But What About This?

“AR augments the real world environment with virtual information improving people’s senses and skills.”

- Ronald Azuma, A Survey of

Augmented Reality

Why Should We Care?

The seminal promise of AR is as the touchstone technology allowing social networks, geo-based tracking, and the semantic web to converge. In its bridging of social channels with local search functionality in a mobile framework (SoLoMo - Social Local Mobile) has been where consumer adoption of these AR technologies has seen a lot of lift.

AR Enhances Mobile Experiences

“Annual revenues generated by mobile AR applications and services are expected to approach $1.5 billion by 2015, up from less than $2 million in 2010.” – Juniper Research

“More than 2.5 billion AR apps to be downloaded to smartphones and tablets per annum by 2017, with games accounting for the largest share of downloads.” – Juniper Research

How Is It Done?

Spectrum Of AR

http://youtu.be/IP5le6lZ_bw

Qualcomm Vuforia

And that’s only one software platform

Awareness: Explore The World Around You

http://youtu.be/7vfzkFfIK1U

Engagement: Kellogg’s Brings Cereal Boxes To Life

In celebration of the release of The Amazing Spider-Man movie, Kellogg’s & Marvel teamed up with Aurasma to bring more than 80 million Kellogg’s cereal boxes to augmented life.

http://youtu.be/B9f68Cl2sko

eCommerce: Converse Sampler

http://youtu.be/4NzB5Cb6HNk

POS: Home Depot In-Store

http://youtu.be/U2tR-A9PtW0

Lifestyle: Find A Job

http://youtu.be/TaHCH7iu79c

•  Novelty •  Interactive Storytelling •  Increases Engagement •  Virality •  Metrics

Benefits Of AR For Brands

ROI Of AR For Brands •  Start-up record label in China placed images with

markers around city •  People held phones to markers to listen to songs

and read profiles of music artists •  Loads of sharing of music on YouTube, Facebook,

and Twitter •  More than half of total 14 bands sold out their

music •  Won 2010 Gold Lion at Cannes in Direct Marketing

category

•  Partnered with dabs.com/T3 magazine to offer 3D experience with Acer Aspire 5738D

•  70% of those who went to site chose to live the experience

•  13% purchased compared to industry average website conversion 0.5%

ROI Of AR •  Launched VirtualVacay.com AR site to drive

bookings of 10 U.S. cities , supported by print media buy

•  Put marker to screen to view 3D city, get weather, events, and other up-to-date info

•  Interactivity included taking your picture to send to friends, making sounds to create actions like fireworks, or renaming the Hollywood sign

•  Web traffic jumped 26%, bookings 36%, and loyalty program registrations 32%

•  Marker wrist bracelet launched for web and Selfridges store window 3D experience

•  Hold wrist marker up to camera on computer or in window display to try on watches

•  In-store sales rose by 85%

But…

Barriers To AR Adoption

For Consumers

1.  Ease of Use 2.  Provide Utility 3.  Engaging

Experiences

For Marketers and Communications Pros

1.  Marketing Awareness Potential 2.  ROI

What’s Ahead?

12% of Americans – about 21.6 million – would buy Google Glass if it were available in stores right now. – Forrester Research

We’ll Go From Devices

To Deviceless

THANK YOU