Today Adfestival ‘24 Hours of Advertising‘ took place in Amsterdam. This is the second Year that TAB Worldmedia made a contribution to this Festival. In 2011 we produced a successful second screen web-app for viewing all nominated and awarded EFFIE Cases during the event. As an additional spectacle we organised an augmented reality poster exhibition in the middle of Rembrand Square in Amsterdam. (red. article)
This Year we created a special augmented tour for a Cannes Press Lions exhibition that was sponsored by Sanoma Media. The app lets visitors of the exhibition see the award winning press campaigns through the eyes of one of Netherlands most awarded senior creative directors and also chairman of the ADCN Awards, Lode Schaeffer.
I stumbled upon this nice overview of creative media campaigns using augmented reality as an engagement tool. I found this article to be a nice complete overview that needs to be shared with as many people as possible.
Enjoy this overview and many thanks to the reporter David Moth for writing it.
Augmented reality ads are slowly making their way into the mainstream, with more and more brands using the technology to engage consumers with hidden digital content. We’ve reported on several major brands using AR for marketing campaigns, including Waitrose, Nestle, and Tesco. However, while marketers are all too keen to trumpet their AR trials, stats around consumer engagement are like hens’ teeth. But following on from our post highlighting six successful uses of QR codes, we have found one or two examples of successful AR campaigns.
Kia
This campaign dates back to last year’s Australian Open. Kia has sponsored the tournament for the past eight years and noted that 32% of the Australian TV audience used their smartphone while watching the broadcast. During the matches viewers were encouraged to download Kia’s bespoke AR app that linked them to digital content about the Aussie Open and the Kia Optima.
The AR app recorded 12,630 downloads and there was an increase in Optima searches of 58%. The largest recorded search volume for the Optima was January 22, the day app went live. As a result, Kia said that it achieved 57% more sales than expected of the new Optima in January.
Nuts Magazine
In a January edition of the weekly lads mag Nuts, readers could scan over 20 pieces of editorial content using Blippar. Publisher IPC Media said that more than 15,000 unique users generated more than 200,000 interactions on their smartphones.Without anything to benchmark against it is difficult to say if this warrants a successful trial, however Blippar heralded it as an unprecedented level of interaction for a single campaign using its app.
Volvo
In order to promote its new S60 model Volvo created an AR experience that allowed users to drive a virtual car. It was activated by scanning a YouTube video, and the user could then drive the car round a track by tilting their smartphone left and right.
Volvo said the results were “outstanding”, with a 9.6% interaction rate, 192,319 clicks on the masthead ad and a traffic increase of 293% to volvocars.com.
Top Gear Magazine
Readers could access a range of digital content in the December edition of Top Gear Magazine using Aurasma’s AR app. It included videos of the presenters embedded in the editorial content and a highlights reel of 2011 best cars on the front cover.
The tie in resulted in tens of thousands of video views and Top Gear Magazine has integrated AR into subsequent editions.
Lacta
Greek chocolate brand Lacta ran this neat AR campaign in December. Following on from an existing marketing campaign that encouraged consumers to write love messages on Lacta chocolate bar wrappers, the AR app brought to life virtual love notes. Consumers were able to write a love message on a wrapper within the app and then forward it onto a loved one who could only read it by scanning a Lacta bar.
The campaign was a clever way to introduce a digital element to existing offline marketing and engage consumers with the brand.
It would be interesting to see Nestle to run a similar campaign with Rolos in the UK, as we have already seen them use Blippar with a number of their products.
ASOS
Clothing e-tailer ASOS used Blippar to bring its consumer magazine to life.
The AR presented readers with click-to-buy icons so they could purchase the items straight off the page through their smartphone.
The use of AR fits perfectly with ASOS’s brand image and caters to its target demographic of 18-25 year olds.
We don’t have stats on how many people ‘blipped’ the magazine, but from a strategic point of view this would appear to be the perfect place to trial AR.
Volkswagen
VW used AR to launch the new 2012 Beetle in Canada – the idea was to make the advertising “as impressive as the car”.
By scanning posters on bus shelters and billboards users could access fun digital content of cars bursting out from the wall and doing tricks off ramps.
This is definitely an impressive use of AR, however it used a bespoke AR app called VWJuicedUp that was only available on iOS. The use of custom made AR apps is potentially the only thing preventing the technology from really catching on with consumers.
QR code scanners are universal so consumers need only download one version, however AR campaigns often require the user to download a new app every time which doesn’t offer a great user experience.
(Original article by David Moth Reporter at Econsultancy. You can follow him on Twitter or Google+)
Today you will find the TAB Worldmedia peeps walking around the office with a huge smile on their faces. One of our Augmented Media cases got nominated at the Mobile Marketing & Media Awards in the category: “Best Mobile Advertising Campaign”.
The description is in Dutch but here’s the official link.
This week we hosted a special interest evening for agencies, publishers, marketeers and developers who are interested in getting into creating augmented reality apps and concepts.
Especially for this event we created a presentation that is a bit different from the presentations that we normally give during our keynote speeches and workshops. Below you will find the short version of the presentation deck that we used and we hope that it is helpful for those of you who are interested in creating augmented reality or as we like to call it “augmented media” experiences.
Please understand that we can not share actual figurs in the case results but we’ve tried to formulate relevant conclusions for you.
We want to give a special thanks to our friends and clients who support us in our journey to turn technique into media and marketing tools. Hence the title: “From augmented reality to augmented media”.
Enjoy and feel free to share your comments and remarks with us.
A great new initiative by our parters from Layar to set the standar for magazine augmented reality in the Dutch market. We are really exited that Layar as a Dutch innovation company has taken it upon it self to boost the demand for mobile augmented reality concepts with publishers and advertisers. After a great experiment with another Sanoma magazine LINDA now VT Wonen takes its first steps to explore how mobile augmented reality can trigger mobile commerce. The magazines allows its readers to instantaneously buy its products just by simply holding up their phone over the inspirational page, as the magazines’ editor is calling it.
At TAB Worldmedia we think it is great that Layar is really giving it their all to stir things up and create more demand for mobile augmented reality enabled media concepts and advertising. We are already on the bandwagon for creating more interactive sales driven concepts on top of their basic commerce features that the publisher in the video is showing us.
Dutch celebrity Froukje de Both came by our office because she is making an educational program on how to go digital. This weeks episode was about Mobile web and apps and she asked us if we wanted to explain it to her audience on camera. For those of you who don’t speak Dutch I will explain briefly what you can see in the filmclip below.
Froukje de Both explains that nowadays you can do anything with apps. Book a restaurant, shopping etc. but now there is something new that is game changing… augmented reality. Then she walks up to me and I explain to her that by using augmented reality you could for example just point the camera of your phone at a house that is for sale and you can identify that house, see what it costs, see what it looks like on the inside etc. (example on Layar) Then she asks how augmented reality can help her and her website etc. Then I causally suggests that she can come with me to the office to view an example that we’ve prepared for her… (please don’t judge me by my acting skills). At the TAB Worldmedia office I show Froukje an example of how we can magically make a billboard interactive with augmented reality (examples on Aurasma).
After our explanation of mobile augmented reality the program continues with visits to SAMSUNG Netherlands and ICE Mobile. If you speak Dutch please view these interviews as they are very interesting.
Just last week another Dutch newspaper (Wegener) has declared that they are going to stop publishing one of their newspapers. People tend to turn to mobile media for their daily news instead of their trusted traditional media. However… it is not said that traditional media will lose their right of existence in future but the mobile threat is there.
In my view publishers of traditional media can do two things to save their business:
1. Revisite their business model, kill the traditional media and turn to mobile.
2. Find a way to let both media co-exist and use mobile as a second screen to the traditional media.
There are several news media that are already advancing on this part. Take CNN as an example, but for TV news the threat is less urgent then for printed media. Mobile augmented reality could be one of the tools that can help bridge the gap between traditional media and the mobile second screen because it allows people to functionally use their mobile-device to almost fiscally interact with the traditional media. Dutch newspaper de Telegraaf is already experimenting with redactional content by using augmented realty as a tool to enhance their news. (ref. article 24/12/2011)
Dutch magazine Linda took their first step by experimenting with augmented reality to enhance a full edition of their magazine.
(Video is in Dutch)
Also the German publishing industry is taking augmented reality as a new commercial tool very seriously. For example magazine “Welt der Wunder” (World of Wonders) is using augmented reality to enhance their commercial ads. And yes I know… enhancing ads is one thing, enhancing editorial content is another but it is a start.
View this youtube video.
There are more initiatives out there so I am very curious to learn about them and start an overview including your thoughts on this subject. The augmented reality platforms that are used in the examples I am using above are.
Telegraaf: Aurasma
Linda: Layar
Welt der Wunder: Metaio/Junaio
Please feel free to share them with us below in the comments, via email or on Quora.
This is so cool… more International brands are lining up to get their own mobile augmented reality experience out there! Starbucks just launched their Cup Magic Christmas app which augments a holiday season collection game for iPhone. And of course I don’t have a US account on my iTunes… So you all have no idea how much I want to jump on a plane to the US to see this work for real.
The good thing is that brands and advertising agencies are finding their way to TAB Worldmedia for inquiries to get their own mobile augmented reality experience and high profile projects like the Volkswagen Beetle Juiced campaign, Starbucks Cup Magic and the upcoming National Geographic Flying Monsters 3D campaign that we’re launching. Those campaigns really help drive traffic to our website and blog. So everyone… I’m really looking forward to more fantastic mobile AR campaigns… If you spot one… or created one… sent them over to remco@tabworldmedia.com
Since the dawn of the X-ray, teenage boys have dreamed of glasses that would see through clothing. Now, they have an app: MoosejawXRAY
Outerwear retailer Moosejaw has released an augmented reality app for iPhone, iPad and Android devices that lets users see through the clothing featured in its winter catalog. Male and female models are shown stripped down to their under-layers when the app is positioned over catalog pages, as shown in the video above.
Of the many augmented reality apps we’ve seen to date, this is arguably the most inventive. It’s an effective way to bolster buzz and engagement with a relatively unknown catalog, but we wonder if it rather, ah, distracts from the clothes themselves.
What do you think about QR codes people always ask me… expecting me to say that I think their a bad ugly mobile marketing tool. Wel… actually I don’t think they are bad, I actually like to use them for our concepts. Maybe not in the way that you would expect but that is because there are not yet many great examples of good creative use of QR codes. When I say this I’m not referring to nicely photoshopped QR codes but actual creative use…
I just came across this QR code campaign that was developed by (or for) J.C. Penny. And I must say that I like the creative and commercial angle that they are using…
Ok now some of you might wonder why I post this… and think that has nothing to do with mobile augmented reality but I have to disagree on that point.
For me… Mobile augmented reality in a broader sense is about concepts where digital and real world interact with each other. But my philosophy about that will be in our upcoming marketing book.
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W.t.t.Future
The mobile consumer is changing businesses and communication in a way that we've never seen before. We use augmented reality technology to create high impact marketing and communication tools. For some it may seem future talk but for us it isn't. We live and work in this future and it is great!
jlapoutre
@remcovrOOm
Welcome to the future 