Augmented Reality and

SMM

What is Augmented Reality?

• A type of virtual reality that aims to duplicate the world’s environment in a computer

• Then generates a composite view for user that is both reality + virtual

• Enhances the user’s virtual perception

• Increases interaction

This is Reality

This is Augmented Reality

What is Augmented Reality Used For?

• Military procedures• Aircraft assembly• Medical procedures• Simulation• Architecture• Navigation

What Would Companies Use Augmented Reality For?

• Novelty factor• “Try” before you buy• Break through the clutter• Intimate touch point• Information

Why Would Companies Use Augmented Reality

• Allows co-creation• Participatory• Connects with the consumer• Allows brand to play a supportive

role• Involvement• Interaction• Engages the user unlike traditional

media

Example 1: Testing the Product

• http://www.youtube.com/watch?v=pFS6EHzBGVc

Example 2: GPS, Map, and Information

• http://www.youtube.com/watch?v=czJRmaTVGHs&feature=related

Example 3: Advertising

• http://www.youtube.com/watch?v=2VQ9Nte2AJo

Augmented Reality Campaigns

• Brands currently using Augmented Reality Campaigns: Mercedes Benz, National Geographic, Pillsbury, Nivea, Tic Tac

• More companies are experimenting with augmented reality

• Still a difficult application to use• Really have to understand technology• Takes a significant amount of resources

Things to Remember...

• Different phones need different applications

• Does it work for your brand?• Do you have the time and capital to

do it right?

The Future of Augmented Reality

• Improved technology• Increased number of smart phone users

with the right hardware to support augmented reality applications

• Projected by 2015 by Mobile Marketer to reach 1.4 billion downloads of augmented reality applications

• Reaching over 1.5 billion $ in sales

References• 5 Tips for a Successful Augmented Reality Campaign - MarketingVOX. (n.d.). MarketingVox - Practical news for

interactive marketing practitioners. SEO, SEM, social, mobile, analytics and other online tactics, tools and strategies.. Retrieved March 13, 2012, from http://www.marketingvox.com/5-tips-for-a-successful-augmented-reality-campaign-046752/

• • AUGMENTED REALITY 2012 - digital insight. (n.d.). digital insight - a view of the digital landscape. Retrieved

March 13, 2012, from http://digitalinsight.posterous.com/augmented-reality• • Dredge, S. (2011, June 17). Mobile augmented reality firms seeking brands and consumers. the Guardian.

Retrieved March 12, 2012, from Mobile augmented reality firms seeking brands and consumers• • Mobile augmented reality apps to reach 1.4B downloads by 2015: study. (2011, March 2). Mobile Marketer.

Retrieved March 12, 2012, from http://www.mobilemarketer.com/cms/news/research/9231.html• • Phillips, A. (2012, February 9). The future of augmented reality technology. Business Review. Retrieved March

12, 2012, from http://www.businessrevieweurope.eu/marketing/mobile-marketing/the-future-of-augmented-reality-technology

• • Thomas Steenburg & Jill Avery. “UnME Jeans: Branding in Web 2.0” from Harvard Business School, Harvard

Business School Publishing, Copywrite December 17, 2008, 1-27.• • What is Augmented Reality? - A Word Definition From the Webopedia Computer Dictionary. (n.d.). Webopedia:

Online Computer Dictionary for Computer and Internet Terms and Definitions. Retrieved March 13, 2012, from http://www.webopedia.com/TERM/A/Augmented_Reality.html