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Presentation given during Digital Atlanta on the primary applications of augmented reality. Also provides relevant stats on augmented reality use in retail.
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Practical Applicationsof Augmented Reality
Tomer Tishgarten, VP of Technology, Engauge
@Tomerific
Kevin Smith, Director of UI Development, Engauge
@KevinEngauge
Intersection of Technology & Marketing
Young FrankensteinCSI
The Technology discipline’s job is to investigate the various available platforms. Once we understand how each one works, we can build a marketing solution that provides the most business value to the end user.
Early AR Marketing: Generated Awareness
NOW Campaign
Current AR Marketing: Ubiquity & Value
Virtual Pop-up Stores
Recent AR executions have netted Airwalk $5M in revenue – real value from a technology that many consider too novel to provide anything but buzz.
4 Opportunities for Marketers
Leisure
Experiences
Contextual
Experiences
Informational
Experiences
Location-based
Experiences
Leisure Experiences
What is it? 5 minutes fix
What are some great (recent) executions?
Starbucks Cup Magic
• Short entertainment experiences (aka games)• Post-purchase phase; extended brand interaction• Can couple with discount but only in return for product advocacy
Informational Experiences
What is it? Going beyond the QR code
What are some great (recent) executions?
Amazon Flow Application
• Product discovery and consideration value• Can redirect consumer to purchase from you vs. brick-and-mortar
Contextual Experiences
What is it? After-hour access
What are some great (recent) executions?
Ray-Ban Virtual Mirror
• Product discovery and consideration value• Eliminates barriers to purchase (can touch, feel, interact with product)
• 4X likely to purchase once product is in hand• AR shown to drive up demand and product value.
Location-Based Experiences
What is it? Exclusivity in your pocket
What are some great (recent) executions?
GoldRun’s Pop-up Stores
• Provides immediacy to purchase product• Can be there without having to physically be present• Directly tied to sales
Augmented Reality Challenges
• Requires an application or a special browser.
– So do QR codes
• Experience is not perfect.
– Novel experience; consumers are lenient.
• Absence of standard technology.
– Flexibility
Right Place, Right Price!
Hands-On Demonstration
ArgonApplication
Thank you!
@Tomerific | allthatiknow.com
@KevinEngauge
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