Augmented reality marketing strategies: The how to guide for marketers (full)

Augmented reality marketing strategies:
the how to guide for marketers
22/03/2011

12 Hilton Street, Manchester, M1 1JF
www.hiddenltd.com
+44 (0)161 236 8181
Copyright © Hidden Creative Ltd

Foreword
by Matthew Trubow, CEO of augmented reality developers Hidden Creative
As a marketer you might have heard The third section takes a look into the future. In other words, how our lives
of Augmented Reality (AR) and are may be shaped by AR.
curious about how to use it to create
breathtaking marketing campaigns. If after reading all this content you are still unconvinced by the commercial
uses of the technology, you should look no further than the iPhone
This curiosity is well placed as the application Word Lens which is already putting the technology to practical
latest industry statistics, published use and helping millions of users to translate Spanish into English.
by Hidden, show that for digital
marketing campaigns augmented This technology is not just a novelty, it has a huge variety of uses and this
reality delivers on average 55,000 report will demonstrate them to you.
unique users per month with onsite
dwell times averaging seven minutes
45 seconds.
‘Enterprise apps with AR elements are
expected to account for the third-largest
Or you might be one of the early
adopters who are benefiting from
proportion of
these outcomes and are putting the revenues by 2015’
technology to good use.
Juniper Research,
Mobile augmented reality
This document is useful to all levels
of marketers. The first section
cover the basics, such as what the
technology is and how it can be
used.

The second section looks into
the commercial uses of AR and
is a great place to discover world
leading examples of the technology,
statistics and other tips.

For more information please call us on
+44 (0)161 236 8181 or visit hiddenltd.com

Copyright © Hidden Creative Ltd 1

Contents
The complete 3-4
5
The basics
The augmented reality opportunity for marketers
augmented reality 6 Key features of robust augmented reality technology

guide for marketers 7-8 Possible marketing related uses
10 - 11 Ten creative ways to use augmented reality
12 - 14 Best practice
15 The future of augmented reality
17 Case study: ABB
18 Case study: The Gadget Show

‘Mobile augmented reality to generate
1.4 billion downloads by 2015 as major
brands embrace the concept’
Juniper Research,
Mobile augmented reality


The basics
Augmented reality for marketers

WHY SHOULD I
WHAT IS IT? CONSIDER USING IT? HOW CAN IT BE USED?
OK, let’s get the definitions out of As a marketing and sales tool, Augmented reality has a place in
the way. Augmented reality is a term the scope for augmented reality almost every business. It depends
for a camera enhanced view of a is endless. Any sales person will on how you communicate internal
physical real-world environment, tell you that the ability to put a and external messages or reach out
where virtual elements are merged self-demonstrating version of your to your potential clients as to how you
with the real-life scene creating a product in your client’s hand is approach the use of AR.
‘mixed reality’ of virtual elements and crucial, but not always possible, or is
the real world. The ‘virtual elements’, it? AR makes it possible for clients to There is nothing more conducive
given their nature, can consist of visualise any products regardless of to a sale than putting your product
anything. This could be 3D models, size or location. or service right in the customer’s
video, web information…anything. hand. The basis for the technology
The point here is that your mind is There is scientific evidence that is to immerse the audience in the
the only boundary. shows by simply touching a product subject. Sticking to this core value
for a few seconds, an attachment is will keep you on the right track
Imagine pointing your smart phone’s created that often leads to buying or when developing the idea for your
camera down the road and in return even paying more for the item. experience.
being presented with information or
data relative to nearby interest points Marketing and sales teams assisted The immediate uses come in many
such as shops and attractions. How by augmented reality are able to forms and are evolving quickly. For
about entering a department store achieve this type of connection. examples of commercial, industrial
and having instant access to a guide This is especially powerful as and consumer uses of augmented
to all the individual contents and research into the psychology of reality please turn to page 7.
a personal, virtual concierge that sales indicated that people become
directs you to their location. personally attached to a
product within the first 30
Another example might be you sitting seconds of contact when
at home in front of your webcam, presented with a physical
trying-on augmented luxury watches. or virtual item.
Lastly, how about bringing a brochure
or other marketing document to life
and putting your product in the hands
of your potential client thanks to a 3D
AR experience.

All this and far more is possible with
augmented reality technology.

The basics
Augmented reality for marketers

What tools or programs do I need?
To use augmented reality all you need is a standard
computer with webcam or a smart device such as a
phone or tablet with a camera.

If using a more advanced commercial brand of
augmented reality there may be a small download
required when viewing the augmentation through a
web browser. The download is typically less than 1MB
and obtained and installed no differently than any other
simple browser plug-in.

If viewing an augmented reality experience on a smart
phone or tablet device, you will be required to download
the application just as you would with any other
application you might install on the device. There are no
special configuration requirements and installation should
be transparent to the user.


Opportunity
The augmented reality opportunity for marketers
Augmented reality is a fast growing technology and the ‘must have’ marketing tool which is helping transform the way
we engage information. AR is already being used as part of marketing communication to help bring brand experiences
to life; it has also been used to drive traffic to digital campaigns or as part of coupon or redemption-led sales promotion
strategies.

Marketers are driving growth in AR and data from ABI Research has proven that the market for augmented reality will
reach $350m (£218m) during 2014 - and that is just in the US alone.

Augmented reality has undergone a period of fast growth and the adoption of the first wave of market-based technology is
now being used productively.

Recent research by Hidden Creative demonstrates just how marketers are embracing the technology. Fig 1. shows that
events, conferences, brochures, online campaigns and pitches are the most popular uses of AR.

The technology has the ability to bring to life intricate architecture and engineering designs. In these markets, putting
the product in the audience’s hand is typically costly, difficult, dangerous or impossible, but not when done through
augmented reality.

Marketers are also using the technology to add a visual representation of the product or service to their collateral through
AR, and consumers can access richer and more immersive information via their smart devices, laptops, PCs and
webcams.

Fig 1.
Uses based on current adoption by major brands

8% 7% 3% 5% 16% 19% 2% 6% 16% 18%
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Key features
of Augmented Reality

A technology capable of ‘linking’ augmented content to practically anything...
Using Natural Feature Tracking (NFT) or “marker-less tracking” means that practically anything can be used as a trigger for
an augmented reality experience.

NFT recognises natural features in practically anything (packages, devices, structures, photos, patterns, and even the shape
of the human head) and uses it as a marker to control an augmented reality experience.

Robust interactivity
As augmented reality allows users to interact with the world around them, the technology provides a greater level of
interactivity than any other digital marketing technology. This means the users can interact with products and the world
around them, personalising their own experiences based on how they literally see the world.

This interactivity has an added marketing benefit of allowing marketers and sales professionals to collate huge amounts of
user data. Imagine knowing where in store your customers look and understanding their attention spans, while engineers can
test models of complex components or structures for engineering faults or aesthetical issues.

Portability and mobile ‘on-the-go’ experiences
Regardless of the operating system, platform or device, experienced AR providers will be able to develop rich augmented
reality experiences for PCs, smart phones and tablets. In so doing, marketers and salespeople can reach as wide an
audience as possible by not limiting the platforms through which augmentations are accessed.

Measurable return on investment
Essential to any campaign is return on the investment, but how many marketing techniques are like AR and offer complete
measurability?

ROI from augmented reality can manifest itself in many ways such as conversion to direct sales, dwell time, brand
awareness and PR to name a few.

Business intelligence
One of the most important things to consider is customer intelligence. Augmented reality experiences can be used to collate
consumer data and other CRM insights, giving companies intelligence to further develop products and services.

There are many ways to induce the collection of customer data within an augmented reality experience. To achieve the best
results you should ensure you work with a team that has the strategic and creative talent necessary to mix traditional digital
marketing techniques within the experience.


Uses
Possible marketing related uses

How AR is being used...
Consumer
The consumer audience is using AR to locate and
visually digest information related to their wants and
needs, no matter their location. People are able to obtain
information and immerse themselves in an augmented
experience. For example this might be a distant location
(e.g. a holiday resort) or alternatively use the technology
to inspect products or explore services wherever they are
in the world.

Commercial Industrial monitoring application courtesy of Hidden Creative

Commercially, augmented reality is already being used
as a way to visually present the content of a tenders or
business proposals. The construction sector is using
AR to review architectural drawings in the real world
environment.

Industrial
Industrial augmented reality is improving manufacturing
and production processes, along with increased
efficiency and quality. For example, augmented reality
Word Lens developed by Quest Visual for the iPhone
can provide the means to instantly visualise and inspect
components for defects or other imperfections without the
need for human intervention.


Uses
Possible marketing related uses

EvEnts, Exhibitions and road-show campaigns
Using augmented reality on large screens at events has yielded staggering
results, often quadrupling the on stand dwell time. There is a massive amount
of competition among exhibitors and creating an intriguing and immersive
experience on your stand can draw record crowds and help build the new
business pipeline.

POINT OF SALE
Retailers and FMCG brands are using augmented reality to bring to life point
of sale. AR can be used as part of elaborate sales promotions and loyalty
schemes helping drive footfall and sales at bricks and mortar outlets.

INTERACTIVE INSTALLATION
Kiosks or screens are another way to attract the right audience and allow
them to immerse themselves in your product or service. Many products are
disinteresting from the outside but become very interesting once you get
beyond the surface.

WEBSITE & DIGITAL MARKETING
With an average linger time of seven minutes, the advantages to using
augmented reality on a website is obvious. Sales conversions, downloads or
even total page visits increase as linger time increases. Being able to physically
demonstrate your product or service conveniently over the internet will directly
increase sales.

mobiLE marKEting & m-commErcE
Smart phones and tablet devices are quickly becoming the new PC, and as of
February 2011 more mobile devices have been sold than PCs and laptops. The
expanded view and functionality that tablet devices provide make this an ideal
platform for robust and immersive augmented reality experiences.


Fact sheets


Creativity
Ten creative ways to use augmented reality

1. Point of sale or in-store 4. Enrich tourism and leisure
experiences that really stand out communications and experiences
Lego has implemented in-store kiosks that allow For the Radio One’s Big Weekend, people who did not
customers to hold a Lego product box up to a camera get a free ticket were invited to log on to the Radio One
and see the item inside build itself into a virtual model of website to taste a unique AR experience.
the product.
700,000 emails were received and from these 50,000
people clicked on the link to the BBC website and
2. ‘Try before you buy’ with 12,000 watched an exclusive augmented performance
augmented reality experiences of the Frattelis. 50,000 web visitors, resulting in 12,000
Knauf Insulation used augmented reality to demonstrate downloads in one week, 24% conversion rate.
their insulation products in real world situations.
5. Augment events and conferences to
3. Use of augmented reality search help delegates
AcrossAir and Yelp offer an augmented reality search As our case study on page 17 shows engineering firm
mechanism that uses information from the internet and ABB wanted to create an immersive brand experience
combines it with your phone’s compass and other geo- at one of its key trade shows with the aim of increasing
based sensors to overlay virtual information on your dwell times and generating qualified new business leads.
current real world scene through the phone’s camera
lens. They and other firms that have used augmented reality
in this way have seen huge benefits with on stand dwell
time and other KPIs.


6. Drop traditional brochures in 9. Bring your online campaigns to life
favour of something more innovative in the “real world”
Citroen created a special augmented reality brochure Channel 5’s The Gadget Show wanted to explore
for the launch of their new model and distributed this innovative uses of technology within traditional outdoor
during exhibition, via mailing and in POS. advertising.

For people who did not get the brochure, it was also Providing a powerful tool of interaction for the
possible to print the pages in PDF format directly Gadget Show’s existing fan base, Hidden created an
from the website to discover 3D animations of the C3 augmentation featuring presenter Suzi Perry. Filmed
Picasso. against a green screen, Suzi revealed when and where
viewers could catch the new series.

7. Bring customer service or product The idea was they could hold their very own ‘Virtual Suzi’
manuals to life in the palm of their hand. The augmented reality team at
BMW uses augmented reality for training purposes. Hidden transformed this footage into a 3D augmentation,
Engineers are equipped with eyewear that overlays which was to be hosted not only online but within the
virtual information specific to procedure used in the outdoor campaign.
construction or repair of their automobiles.
The promotion created a large amount of online buzz,
which culminated in the website benefiting from an
8. Make augmented reality the “real additional 101,278 unique users.
life” gateway to online content
Coca Cola built a dedicated brand called “AVTR” to host 10. Create winning pitches / tender
experiences building up interest in the Avatar franchise collateral
and make a connection between the product and the
Eurocopter used AR to bring to life 3D models during
film.
complex new business tenders and presentations.
Total Immersion designed a digital play experience
The result was 111 orders in two days for the new EC175
featuring the Samson helicopter, allowing the user to
helicopter that was only a prototype at that time.
control the chopper like a remote controlled toy by using
product packaging.

TI developed an unprecedented, intuitive physics
system correlating the Coke Zero product as the key
interface of the AR experience.

The experience could be triggered by 3D objects
including bottles, cans and popcorn boxes, or by taking
a photo of a product with a phone.


Best practice
What to take into account when considering augmented reality
If you have read the majority of this guide the chances are you now understand the
technology. You might now want to consider augmented reality for your next project and
are ready to invite AR vendors to pitch. The next three pages will outline initial project
considerations, help you choose an appropriate augmented reality partner and give you killer
questions to really challenge your potential supplier.

Forget about the technology
Put the technology to one side and think about business objectives and how you would like to apply strategic marketing
thinking to the campaign. What is the situation or opportunity? Do you want to drive footfall, increase brand awareness,
boost web traffic or accomplish something else? The role the technology plays should remain in the background and not
cloud your thinking.

Creativity counts
In most cases it’s better if you don’t restrict the potential augmentation by suggesting a particular creative solution. Start
by concisely outlining the campaign objectives and allow your augmented reality vendor to guide you through the creative
process. If they know what they are doing they will help you by expanding your core objectives into a successful strategy.

Consider the process
Many of the augmented reality experiences that vendors create require 3D elements, which like any other artistic matter is
very subjective. Suppliers typically request reference material, for example product images or enginering drawings, rather
than just relying on the clients’ thoughts or a writen brief. The timescale usually applied to average size projects is four to
six weeks but projects can be created within tighter timescales.

Include evaluation metrics
Clearly you need to understand what the picture of success will look like but equally your AR resource needs to provide
you with predefined mechanisms to measure this logically within the AR experience. An experienced augmented reality
resource should include reporting and analytics of the performance of the experience as a standard feature
for your benefit.


Best practice
Guide to choosing an augmented reality partner
Choose a developer that is an official partner
of an augmented reality technology provider
When moving into a new and emerging area such as augmented reality, it makes sense to choose an experienced and
trusted company as your partner. There are lots of agencies that have dabbled in AR, and even more that claim to offer AR
as a service. Several of these companies have little or no experience and simply rely on a software supplier to build the
augmented reality experience. Without firsthand knowledge, it is impossible for these organisations to supply you with the
best the technology has to offer. Using resources of this nature can also lead to delays, excessive costs and sub ‘standard’
AR.

Source relevant case studies or proof that
they have experience and are successful
It might sound obvious, but case studies can show that you are getting a full consultancy service and more than just
‘technology.’ Companies need to know the value and anticipated effect of similar AR campaigns rather than crossing their
fingers and hoping for the best. Case studies are a superb way to tell the client a story and to allow them to become familiar
with the less obvious aspects of what AR has to offer, along with what should be considered when designing the experience.

Review the company’s credentials
Are they a technology focused organisation or is there a mix of true strategic marketing and creativity among their staff?
Augmented reality is a creatively driven technology that requires marketing insight and knowhow. Relying on a technology
focused company to develop an augmented reality experience provides only half of what you will need to be successful when
using AR.

check they have their finger on the pulse
or can demonstrate that they know their stuff
It’s important that the augmented reality resource you choose has demonstrated they are experts in the field. Do they have
experts within their business? Do these experts blog or are they seen as industry leaders? Not having a resident expert or
someone capable of understanding the technology could mean they lack the depth, experience and knowledge necessary to
ensure you are being advised accurately.

Ask them for their rates or fee structure
The cost should be reasonable and the structure should be straight forward. If you see highly technical terms or references in
an augmented reality quote, be very cautious. There is no reason why the description of what you are getting
shouldn’t be easy to understand.


Best practice
killer pitch questions
● Can you demonstrate other commercial experiences you’ve built?

● What technology standards do you follow?

● What functionality can your technology provide?

● Will you be developing the experience in-house, or will you outsource development?

● What is your testing and QA process prior to publishing an AR experience?

● Will the content of my experience be protected?

● What devices and platforms are you capable of developing on (smart phones, tablet, PC)?

● Who owns the rights to the experience once completed?

● Do you have references I can contact?

● Why do you think the AR experience will draw the desired audience?

● How can we be sure what you’ve proposed is possible?


Summary
The future of augmented reality

What next for augmented reality?
This is a question I ask myself daily, and I believe
determining what is to come is far easier than
determining when it will arrive. Augmented reality and
computer vision in general will excel as technologies as
we move closer to an environment where information is
instantly obtainable through lightning-fast networks.

Another factor that will contribute greatly to the progress
of the technology will be the advancements made in the
development of a more natural and immersive delivery
system. Be it glasses or contact lenses that deliver the
augmentation directly into your line of sight.

Our daily digital lives revolve around PCs, laptops and
smart phones, all of which are barriers. Yes, these
devices provide us a gateway to a world of information
but, at the same time, they restrict us from having this
information in a robust format wherever we are in the
world. Mobiles are a massive step forward to extend
this world of information to us on the move but are still
restricted to a 2D environment for the most part.

Combining lightning-fast networks and non intrusive and
naturally appealing eyewear (doesn’t block normal vision
or make you look like you’re an alien) with localised
information will give us far more immersive and useful
view of the world around us.

I hope you have enjoyed reading this document as much
as I have enjoyed putting the content together. If you
have any more questions regarding augmented reality
and marketing please feel free to contact me.

Matt Trubow, CEO, Hidden Creative Ltd
+44 (0)161 236 8181 or email matt@hiddenltd.com


Case studies


ABB
CASE STUDY:
A great example of the deeper engagement With an average dwell time of 15 minutes at the ABB stand,
that augmented reality provides is the recent attendees spent a considerable length of time interacting
industry event ABB attended, Renewables with the technology and becoming more familiar with ABB
2010. The Power Systems UK team and the company’s other products and services. The ABB
wanted to feature the BORWIN and HVDC
team saw a 250% rise in qualified new business leads from
technologies using AR. They achieved
the event and website traffic achieved an increase of 451%
staggering results.
over the course of a week.
The team at ABB was naturally interested
in creating an immersive brand experience Appeals to technical & non-technical audience
at one of its key trade shows, with the
ultimate aim of increasing brand awareness, Creates instant appreciation of sophisticated products
extending dwell times at the ABB booth and
generating qualified new business leads.
Portable & immersive sales tool

Two robust augmented reality experiences Extends your marketing reach through clear communication
were created to demonstrate offshore High of capabilities
Voltage Direct Current (HVDC). This was
very effective given the difficulty in explaining
complex engineering designs or bringing
potential clients to locations where visits
would be very difficult or dangerous.

The experiences were delivered through
HD cameras and large digital displays in a
kiosk style arrangement. Delegates were
encouraged to navigate and explore in
detail numerous aspects of ABB’s offshore
systems.

The augmentations were extended to the
ABB website and delegates were also
provided with instructions and a marker
for using the same augmentation online.
This enabled those interested to bring the
augmentations back to the office to share
with colleagues, creating a viral effect and
enhancing the communicative value of the
event in general.


Gadget Show
CASE STUDY:
Huge engagement: Channel 5 - The Gadget The promotion created a large amount
Show of online buzz, which culminated in the
website benefiting from an additional
Channel 5 The Gadget Show wanted to 101,278 unique users.
explore innovative uses of technology within
traditional outdoor advertising.
Innovation communication technology
Providing a powerful tool of interaction for
the Gadget Show’s existing fan base, Hidden Creates massive social buzz
created an augmentation featuring presenter
Suzi Perry. Filmed against a green screen, Encourages product bonding
Suzi revealed when and where viewers could
catch the new series. Allows audience involvement
in experience
The idea was they could hold their very
own ‘Virtual Suzi’ in the palm of their
hand. The augmented reality team at
Hidden transformed this footage into a 3D
augmentation, which was to be hosted not
only online, but within the outdoor campaign.


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