MEC Viewpoint: Augmented Reality -

Gimmick or game changer? Ann Longley and Katz Kiely

July 2012 Google I/O Event announcement: Google Glasses available for pre order $1500 USD 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=ayyx4myIO0w&feature=related

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

How brands are using it now

Considerations

00

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

THANK YOU @annmargaret @katzy