Post on 12-Jan-2015
description
Matt Jones
SVP, Strategy + Creative
Jack Morton Worldwide
Setting expectations
Google is good for information.
Speakers are good for insight (hopefully).
Augmented reality.
The next big thing?
In 2009, I hated social media.
This year, I think I hate AR.
Now what is augmented reality?
What counts as AR?
Optical recognition by computer.
Computer-added visual layers.
Creating a new (augmented) reality.
Not to be confused with...
Virtual Reality
QR codes
Location-based data
Optical recognition by computer.
Computer-added visual layers.
Creating a new (augmented) reality.
Mobile
Static
Mobile
Static
‘It’ is in front of you.
AR creates an augmented experience of ‘it’.
Visual search
Recognition-based data
Human 2.0
Mobile
Static
‘It’ is not there.
AR creates an augmented reality where ‘it’ is now there…to be interacted with.
Virtual mirror/lens
Context-sensitive product visualization
Just because you can do it doesn’t mean you should do it
A gimmick
A ‘new’ interface
A way to lock content
A way to collect data
Stop looking at what has already been done.
Very soon “wow that’s cool” is not going to be enough of a
reason to invest in AR…
So let’s focus on the post-novelty era of augmented reality
Let’s take a step back and be clear why we are all here…
Design +Events
EnvironmentsExperiences
Design +
Real-time engagement
of brand communities
through experiences
Design +
Real-time enhancement
of brand experiences
to build communities
AR as a way to engage people
AR as way to enhance their reality
AR as a new platform for creativity and expression (as long as it serves one of
our two objectives)
How do brands want to engage their communities?
What experiences are brands trying to enhance?
Personal
Personalized
Rich, engaging, immersive
Pull, not push
Viral/social
Are you engaging people?
Are you involving people?
Are you persuading people?
Are you influencing people?
Are you co-creating with people?
How do brands want to engage their communities?
What experiences are brands trying to enhance?
Discover
Shopper/customer
User/owner
Community
Employee/partner
Are you solving a problem?
Are you improving something?
Are you adding value?
Are you being real?
So let’s think about digital…
The smartest digital hot shots are trying to humanize their
ideas
Online social networks are still rooted in real world friendships
and real world experiences
The smartest social media thinkers recognize that
it’s just plumbing…a way to connect people with
communities, stories, and ideas
Fun/creative/novel/inventive/cool
Useful/relevant
Talkable
Simple
Integrated
AppsAugmented Reality
Physical World HyperlinkingSocial Media
Mobile DevicesGeolocation-Based Content
Interactive Multimedia3D + Holographic Technology
Touch InterfacesIt all matters
Live experiences
Real experiences
Human experiences
67
What mattered in 2000 is still what matters in 2010.
Engaging, life-enhancing experiences…communities and
movements anchored by powerful social stories…
creativity, utility, narrative, and purpose…all that remains ‘the
next big thing’.