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?

Really?

I thought that was

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’.