VISA use AR to help consumers experience 'something new'

Visa – supplier of payment solutions –  created one of the largest interactive augmented reality based campaigns in Poland. The road show for the campaign “Try something new with Visa” using augmented reality technology featured events in Warsaw, Krakow, Wrocław and Gdansk.
During the four weekends of promotional events, residents of the largest Polish cities could experience “something new”, thanks to augmented reality technology combining the real world with the computer-generated one. Images from the camera directed at the event participants were displayed on a 15m2 LED screen. When someone entered a marked white circle, the screen displayed additional animated objects and characters. Visitors to the shopping mall could see and hear an elephant passing by, pet a panda bear and a giraffe, high-five some monkeys and become a member of a family of penguins. What is more, they could see themselves on the Moon, on a desert island surrounded by sharks, or abducted in an alien space ship!
The application devised by Lemon&Orange allowed users to take photos during their interaction with animated characters and objects. Later they could browse them on a touch screen and – using an iPad dedicated application – choose the best pictures, add comments and send them to a chosen e-mail address. The e-mail included also links allowing to automatically share the photograph on Facebook, Twitter and Google+. These photographs were also entered in the “Try something new with Visa” photo-competition .
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Via: Experiential Marketing News

What Opportunities do Pokémon Go and Changing OOH Behaviour Create for Business?

You’ve probably already heard the global stats – Pokémon Go had more active daily users in its first week than Twitter and was grossing $6m+ per day from in-app sales.
It has revolutionised the mobile gaming industry, some say even created a new category (although Ingress users may have some ‘before it was cool’ claims on AR mobile gaming category). As an out-of-home media nerd, what blows my mind is the way that it has so overtly changed the real world behaviour of the millennial age group audience.
A few weekends ago, approximately 4,000 users gathered on the Sea Point promenade over a four – five hour period as part of an event that was planned for and by a Pokémon Go user group that had popped up of its own accord on Facebook. More are planned across the country in the coming weeks. This is all before the game has even been made available in the South African app stores, so you can expect that we haven’t even started to peak locally yet.
Obviously demographics for the SA user base are not readily available, but here is a great infographic from that gives you an idea of the age breakdown from a study of users in the US as seen in the image above.
I would expect our age profile in SA to be similar, but am yet to be convinced on the gender split.
Pokemon Go was specifically designed to get millennials up off the couch to explore the real world around them. All of the gameplay is built around mechanics that require actions in the physical world, and it is all based on location – where you are, how far you’ve walked, and all in real time. Its success in mobilising 18-29 year olds in the physical world is the overt proof of the effect mobile media can have on OOH consumer behaviour i.e. where they are spending time, when and what they are doing there. Change equals opportunity, so let’s look at a few examples of how savvy businesses and brands have and will leverage the opportunity Pokémon Go creates in the real world.You need to understand a little bit about how the game works for what follows to really make sense, so do yourself a favour and take a minute to watch this video:
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Fish where the fish (Magikarp) are
The event on the Sea Point promenade was a user community gathering where the attendees activated a number of lure packs to attract Pokémon to a specific location. What casual observers didn’t know is that even though the event wasn’t branded, it had been tactically supported by a few brands who were switched on enough to take advantage of the experiential opportunity – The Radisson drew participants to their location with the promise of coffee and snacks for trainers (players) based on their achieved level in the game, and incentivised them to share their experience at the hotel on social media by running a competition for a free night’s accommodation. Richarge, a mobile powerbank brand, was there to rent out their products to trainers whose batteries were running out.
What opportunities do Pokémon Go and changing OOH behaviour create for business?
The tactical opportunity does not end with directly integrated event support. Bigger brands might take a leaf out of the book of a savvy food truck operator who heard about the Pokémon event planned for the Promenade, being the agile business that it fundamentally has to be, made themselves available at the right place and time. They sold out that day.
Large user gathering at short term events are not the only change in behaviour that the game is creating, and is certainly not the only opportunity for brands to engage. Standard gameplay is creating changes in this audience’s location histories over the longer term and ultimately in greater numbers, and we are starting to discover data that can help us understand the where and when of it.
Being the connected, tech savvy consumers that they are, our local trainers have started recording and contributing information on where they have been catching Pokémon. They’ve even made an app called PokeTrack to make the job easier to complete in real time. All this data is then presented as a map, to help other trainers identify and target specific locations. This is what it looks like:
What opportunities do Pokémon Go and changing OOH behaviour create for business?
What you see here is a heat map showing where players have recently captured Pokémon in Cape Town. What we as OOH specialists see is a heat map of millennial hangouts that we can use to plan the distribution of OOH media campaign placements and target activations relevant to the millennial audience. In other words, we can use this new mobile data to identify locations that millennials are more likely to be found “out-and-about” more often and use it to make our clients campaigns more relevant to the millennial audience.
Bring consumers to your door
The really exciting opportunity that “Pokemon Go is arguably a more natural and interactive way to herd customers toward certain locations.”
Activity in the Pokémon Go world is centred around predetermined points of interest that live in the virtual world (Pokestops and Gyms). They are based on locations in the real world and players return to these locations regularly to drop lure packs and capture Pokémon or to take ‘ownership’ of the specific location.
Businesses and entrepreneurs have already started leveraging the opportunity that this presents for increasing footfall (and therefore business) by supporting the experience of consumers in their physical space.
Smaller businesses who have found themselves luckily assigned with Pokestops and Gyms have started paying for and activating lures in the game to make Pokémon available for visitors to their stores and attract more visitors. The New York Post reported that New York pizzeria L’inizio Pizza Bar enjoyed a 75% jump in sales after its manager spent $10 on the Lure Module.
Stores that are aligned with Gym locations have put up simple signage to signal which team currently occupies the virtual ownership of the location.

What opportunities do Pokémon Go and changing OOH behaviour create for business?
McDonalds in Japan have struck a deal with Niantic to convert 3000 of its stores into Pokémon Go “Gyms”. The brand no doubt expects to benefit from the increased footfall of players returning to stores to battle (hopefully in the virtual world only) for ownership of the “Gyms” for their respective virtual teams. There is some debate as to whether the investment from the brand will yield increased footfall over the long term, but my opinion is that this will depend on the support that each store provides to the gaming experience. I would say that we can expect to see digital screens in-store communicating information about what’s happening locally in the Pokémon Go world in real time.
There doesn’t seem to be any word yet on whether similar deals will be available for brands in other countries, but watch this space…
What does the future look like?
Regardless of whether Pokémon Go is a fad, augmented reality (AR) mobile gaming has finally hit the mainstream and is here to stay over the long run. From an OOH point of view there are two key opportunities that we will be looking to capitalise on – data and OOH/mobile crossover.
Data: The more consumers interact with these location platforms, the more we get to know about their aggregated location affinities over time. What this increased insight lets us do is plan OOH campaigns that are more relevant to specific audience groups, and get more creative with how we use OOH media to add value to consumers lives (think exciting, relevant, contextually aware ads from clients, rather than the boring brand-and-brag clutter of today). Which brings us onto our second key opportunity;
OOH/mobile crossover: Consumers today operate between and across their digital and physical worlds seamlessly and continuously. They use their experiences in either ‘world’ to enrich their experiences across both – they share real life moments via online platforms like Facebook and use online platforms like Uber to engage with or control the real world around them. OOH advertisers and agencies should be looking to augment the experiences of consumers in both the physical and virtual worlds, by getting them to speak to each other in real time in the right location. As out of home inventory evolves from static to digital, expect to see more direct integration of the messaging on these physical structures with what is happening in the digital world.
BRUCE BURGESS, Development Director at Posterscope South Africa

CES 2016: Advertisers can expect more from immersive experiences and connected objects

Jeff Tan, VP Strategy Posterscope USA reports to Campaign Magazine
If there’s one thing that differentiated CES 2016 from other years, it is the scale. CES 2016 was by far the biggest to date; 180,000 attendees and 20,000 new products launched by 3,600 exhibitors.
For advertisers, the explosion of connected devices at this year’s CES shows the potential power of data mining at scale, which gives out-of-home advertisers more opportunity to develop rich, immersive and more personal experiences for consumers.
Here are just a few CES tech categories of particular relevance to advertisers:
Wearable technology
Wearable tech is a category that is exploding, with 20 per cent compound annual growth expected over the next five years. Often using a smartphone as a central intelligence hub, wearables are becoming more affordable, reliable and relevant.
Intel’s new Curie chip (named after Marie Curie) is a tiny processor the size of a button that’s cheap enough to be mass produced and embedded in just about any consumer item. Additionally, the Intel Memory Mirror is a device that could transform the instore shopping experience, letting consumers step in front of the mirror, see themselves in 360°, try on clothes, and see previous try-ons without having to redress.
Samsung demonstrated a new watch that doesn’t require a phone as it has its own connectivity, while other high-end smart wearables from Fossil, Swarovski and Tag Heuer also showed that wearable tech can be fashionable.
This boom in wearables means a major increase in richer data, which can improve both classic OOH and digital campaigns. Richer data delivers better results, and here at Posterscope we have seen spectacular increases of up to 200 per cent for brand KPIs vs. control areas.
Video recording devices?
Consumer recording devices are becoming cheaper, more mobile and better quality. GoPro disrupted Polaroid, and now Polaroid is disrupting GoPro.
The Polaroid Cube is a 35mm HD camera that is water proof, durable, high quality, light weight and can be mounted to almost anything.
Ricoh launched the Theta S 360 Camera the size of a small TV remote control that contains two fish eye cameras. Early adopters now have the ability to easily create 360° HD content.
These new devices could offer advertisers an amazing source of high quality user generated content that can be contextualised and curated for any screen including mobile, digital and OOH. Digital inventory and full motion DOOH is in a prime position to become a content platform in and of itself, both for brands to broadcast from and for users to contribute to.
Immersive experiences: VR and AR
New virtual reality and augmented reality products now offer brands and experiential marketers in particular the opportunity to provide truly immersive experiences for consumers.
At the lower end of the market, the Samsung Galaxy VR offers an affordable introduction to the world of VR. The Oculus Rift is finally launching this year, along with new products such as Leap Motion, and the augmented reality giants Magic Leap and Microsoft HoloLens.
This tech enables brands and experiential marketers to provide interactive, immersive storytelling. It’s already happening, for example, Posterscope’s experiential agency psLIVE used Oculus Rift at Waterloo station to transport commuters to the zip line and high wire courses at a newly opened Center Parcs in Woburn Forest, extending the impact of the wider ad campaign in a fun, enjoyable and tactile way.
Smart cars
Nine automotive OEMs exhibited at CES showcasing their range of semi-autonomous cars. Advertisers need to start regarding the car as another digital media format – a connected device for collecting behavioural data, and delivering information and media.
Smart displays with LTE connectivity and personalised content were a staple of the cars on display at CES.
Groupon and Chevrolet have partnered to provide Chevrolet drivers access to Groupon’s entire marketplace of location-specific deals available through OnStar, the brand’s navigation and connectivity service.
As cars begin to produce more data, advertisers will increasingly be able to increase personalisation and improve the targeting of campaigns, particular in roadside OOH.
Implications for advertisers
CES highlights three broad implications for the OOH industry. First, consumers are expecting high quality experiences everywhere, both in and out of home.
Advertisers need to continue to up their game with producing high quality, immersive, content-rich experiences, and VR is poised to become an important part of the OOH ecosystem by delivering quality consumer experiences.
Second, wearables will provide a bigger variety of data points that advertisers can tap into. Finally, digital media will not just be in the formats we’ve come to expect. Anything will be a digitally immersive experience, from cars to changing rooms.
Advertisers need to think beyond conventional formats and treat any connected device as an opportunity to connect with a human.
Jeff Tan is vice president of strategy for Posterscope
To read the article in Campaign click here

Xbox Launches Sunset Overdrive with Augmented Reality Experiential Event in Canary Wharf

Xbox is using augmented reality digital out of home in a global campaign to promote the launch of new open world game, Sunset Overdrive.Conceived by Xbox and Dentsu Aegis, and produced by digital out of home specialist Grand Visual, the campaign will see an augmented reality (AR) execution installed as part of an experiential event at Canary Wharf in London. The activation forms part of the international campaign that also features AR activity in San Francisco and Melbourne during the week of the game’s worldwide launch.
Available exclusively on the Xbox One, Sunset Overdrive is an open world third-person shooter set in the fictional metropolis of Sunset City in the year 2027. The game requires players to tackle legions of mutants — created when people consumed a new energy drink called Overcharge Delirium XT — and team up with other survivors to escape the city.
The creative for the campaign draws on key aspects of Sunset Overdrive’s story and gameplay to create a digital out of home AR experience that conveys the dynamism and excitement of the game. Each of the three international activations is based on a similar concept, but creative has been tailored to the specific country, location, and screen environment.
In the UK, the activity will take place at Canary Wharf where Grand Visual is working with Dentsu Aegis, JCDecauxLive, and Russell Signs to create a special build site that incorporates a large LCD screen into a purpose built crate. Creative for the Canary Wharf activation features four different augmented reality concepts played in a loop.
Members of the public will be presented with an immersive experience in which hordes of mutants will appear to come to life in front of their eyes. Creative will also feature an image of the Overcharge Delirium XT energy drink, the game poster, and game release date information. The UK activity started on the 27th October and continues until 31st.
Lydia Osborne, Dentsu Aegis said of the UK event:

“Xbox has pushed the boundaries with this unique execution. We are breaking the conventions of Canary Wharf, a key London business hub, by surprising commuters with the action and excitement of Sunset Overdrive. Bringing the characters to life by pushing the limits of augmented reality and merging Sunset Overdrive into the real world. We are incredibly proud and excited to be developing such ambitious and market leading campaigns with Microsoft on a global scale, while incorporating a local approach in the UK.”
Activity in San Francisco and Melbourne will also use interactive screens and augmented reality to create scenes in which crazed mutants appear to swarm streets and rail stations. The San Francisco activity begins 27th October and will run for four weeks. The Melbourne activation will run from 30th October through to 3rd November.
Speaking about the global campaign, Dan Dawson, Creative Technology Director of Grand Visual, said:

“What this campaign demonstrates is that the proliferation of interactive screens offers brands and agencies an international canvas for creating engaging digital out-of-home campaigns. This campaign has made full use of Grand Visual’s global teams, our knowledge of the worldwide DOOH landscape, and our experience in interactivity and augmented reality. The result is multiple immersive activations, born from a single concept, that will be experienced by people on three continents simultaneously.”
Via: OMC

Lufthansa Claims World First with Augmented Reality App for Premium Economy

Lufthansa will allow prospective travellers to explore its Premium Economy seats and extra legroom with an augmented reality app.
The airline is claiming a world first, since its latest app does not require a specific logo or image to activate it. Most augmented reality (AR) apps, such as Blippar, only work when triggered by a brand logo or shape.
The app was created by digital agency Space and is now available to iPad and iPhone users running iOS 7 or later. Users who download the app will be prompted to grab pen and paper and “draw something that flies” – although any doodle with sufficient contrast will work.
Users can then scan the drawing with their phone to see an AR Premium Economy seat pop on their screens.
The idea is to promote the 50% extra legroom offered with Premium Economy seats, so users can rotate the chair to see different features, and even fill up the extra space with virtual reality objects, such as cricket balls.
Via: Brand Republic 

On the Edge: Augmented Reality Bus Shelter

AFA JCDecaux Denmark has made great creative use of OOH advertising and augmented reality by running a prank campaign for On the Edge, a Danish movie based around the popular theme of illegal racing.
To set up the prank, AFA JCDecaux placed a 2m² digital screen on the interior face of a bus shelter and hid a full HD camera on its exterior face. The camera streamed the live street scene onto the internal face of the bus shelter, so it appeared to people waiting for the bus like they were looking through a glass panel into the street.
The  ad creative showed an out of control car hurtling towards them, flipping over and crashing into the bus shelter!
After the shock and to the relief of the startled travellers, two of the main characters from the movie showed up giving out free cinema tickets to watch the movie.
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Via: JCDecaux One World

Lacoste Takes Stores Digital with AR App for New Trainer Range

Lacoste is hoping to make trying on shoes easier and faster with the launch of “a unique” app that lets shoppers virtually try on its new range of trainers using augmented reality (AR).
The French sportswear brand claims the app is a first because it combines 3D product scanning with AR. Developed by innovation agency Engine Creative, the app uses in-store point-of-sale to allow shoppers to see what the new trainers would look like on their foot without actually having to try them on.
To use the service, shoppers must put their foot in the graphic on the store floor and scan it with their smartphone. The app will then show what the trainer they are interested in looks like on the shopper’s foot, as well as providing details on the shoe and other products in the range.
The app can also be used to share images via social media and to buy any of the shoes. Lacoste hopes the app will offer an easier way for shoppers to try out the new range without having to wait for a shop assistant or take off their own shoes.
The technology will be used in Lacoste’s own stores, as well as concessions in department stores. There are also plans to update the app as new products are launched, with the aim of building a long-term relationship with shoppers on mobile.
Lacoste is the latest brand to try using AR in its stores to improve the customer experience. Last year Topshop created AR dressing rooms, while De Beers launched an app that let shoppers see how their jewellery would look on and both Ikea and Argos have integrated AR into their catalogues.
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Via: Marketing Week

Augmented Reality Maps Lead The Way To Free Wi-Fi

Japanese telco NTT and navigation content service provider NAVITIME Japan have partnered to make finding free Wi-Fi in Japan easier through an app with an augmented reality (AR)  feature.
Through the “Free Wi-Fi Spot Search” feature in the NAVITIME For Japan Travel app, locals and tourists can perform offline search for the nearest free Wi-Fi spot. The app provides users with navigation solutions in English, including directions to popular tourist spots and routes for public transit systems.
The new Wi-Fi search feature lets users find the nearest Wi-Fi location even when offline. The feature comes with an AR mode and users just need to hold up their mobile screens and the app overlays information like the distance and directions to the nearest free Wi-Fi destination.
The app provides information on over 50,000 free Wi-Fi spots provided by NTT FREE Wi-Fi, FREESPOT, and Starbucks. App users will be able to obtain an ID and password for NTT East’s FREE Wi-Fi service for two weeks free of charge. The offer is available initially on a trial basis until September 30th.
The app was created to help visitors find Wi-Fi stations when traveling in Japan. According to NTT’s press release, a survey by the Japan Tourism Agency revealed that access to free public wireless connection is a main concern of tourists visiting Japan.
NAVITIME for Japan Travel can be downloaded from the iTunes store or from Google Play.
Via: psfk

The Next Evolution for Augmented Reality

Augmented Reality (AR) has been around in various forms for quite a while now – in fact, one of its first uses surfaced around 2000 in the shape of an AR-enhanced version of the game Quake. Since then, AR has been the subject of much conversation – not least about when it will realize its full potential and move away from the hype and gimmicky uses that we currently see. I’m writing to tell you that AR has evolved and it’s here to stay, as we move away from mere brand led activity and towards a mobile and social platform where users are the content creators.
Recent research shows that mobile augmented reality is expected to accelerate at a rapid pace by 2015, following a recent surge in the market. In fact, mobile augmented reality is estimated to top $1 billion annually by 2015, as consumers and businesses are becoming increasingly more familiar with mobile applications and services that use AR.
Since the dawn of AR, innovative brands were quick to pick up on the trend; Nestle, Unilever and Heinz have all recently used AR in their creative campaigns. Some of the most well known uses of AR in marketing strategies have been by retailers. We saw plenty of headlines pondering how AR changing rooms could change the future of shopping, whilst Airwalk’s AR-based invisible pop up store encouraged sneaker fans to use their smartphone app to hunt out the store (thus finding their exclusive shoes!). Last year, was saw that video games that incorporate AR accounted for 40 per cent of AR downloads and this will no doubt help push the industry in 2014 and 2015.
But AR needs to continue to evolve. Why? Well, while brands enjoyed the hype and rewards from user experiences with their campaigns, and video games see the added benefits of AR features, it has been all too easy for the users of AR to become disengaged – once they’ve tried it and seen the content, there is often very little chance to interact with the content.
Instead, the key to re-engage users is to actually get them involved creating the content themselves and sharing it with their friends and followers too, not just scanning and revealing. We’re really interested to see is how users evolve from mere consumers of AR into content creators as they begin to add photos and videos to the objects and images around them with Taggar, our new social augmented reality app.
What differentiates Taggar from other new AR platform is that it’s own social network, showing users which images and objects have been tagged and making them curious to discover the content that has been added by fellow users and brands. But crucially, whilst the technology is already available on smartphones now, but is also built to work to work on newer technologies like Google Glass. The shift to wearable devices will be crucial to the future of AR, completely changing the way we experience the world around us and proving the potential of AR in our everyday lives.
Via: The Wall

Public buses lure riders with on-board augmented reality entertainment

To attract more people to take the bus, the public transit system in Aberdeen, Scotland placed augmented reality technology on the backs of the bus seats allowing passengers to view interactive videos when they scan the trigger with their smart devices. The on-board entertainment systems were first placed on First Aberdeen buses, which feature free Wi-Fi.
To stream the channel of interactive videos, passengers need to first download the free First Scotland augmented reality app from Google Play or the App Store and then scan the trigger with their smart devices.
The interactive video channel include videos containing interviews with staff, information about the services, movie trailers or schedules. Passengers can also buy movie tickets through the channel or just surf the internet.
Via: psfk