Lynne d Johnson



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11.09.11 01:41 PM

Inspired By Augmented Reality (Slides + Video)

Yesterday, I spoke at adtech Inspire (the opening session to this week's adtech in New York at Javits).

The gist:
1. consumers are flipping the purchase funnel (using the web and mobile devices to help them make purchase decisions via search, reviews, and social media)
2. marketers need to have mobile-ready advertising and mobile optimized sites ready to engage them in these new behaviors
3. but instead of thinking of strategies, think of creating experiences
4. why so lo mo is the new marketing and the new consumer behavior coming out of mobile
5. this is where the idea of using augmented reality to enhance social local mobile strategies comes in (there's a lot more about why AR is the perfect tech for this that i didn't get to say such as geolocation services and now NFC)
6. on a spectrum of AR i covered SMS and QR codes (Zoo records), to webcam virtual experiences (dabs/acer and tissot), to local (location-based) mobile experiences (like Quiznos and w/Layar and Stella Artois Le Bar Guide and ), to POS (like the Lego's box virtual experience), to real-world applications (like AR-enabled ski goggles, Google Goggles and Word Lens, but also ways in which marketers are addressing the new customer journey via apps like GoldRun and Converse Sampler)
7. and I ended on a note of what's happening now with NFC (mastercard payments and the new jersey transit system payments with Nexus phones, to android beam making the ability to share info between phones much easier--it's like that bump app for iphones) and then what can come in the future when you use NFC with AR (the ability to mark items and spaces with coupons, codes, ads, information, etc. but then how virtual air rights will need to be solved)

Anyway, wanted to give the summary first before embedding the presentation. The presentation lays out the story, but it doesn't go into quite as much detail.

And finally, I didn't get to show how all of the AR apps and experiences, that I mentioned during my 15-minute presentation, actually work. Now it's time to roll the tape and show the video.

Zoo Records "Hidden Sound" augmented reality acer ad

Tissot Augmented Reality Application Demo

Tissot Augmented Reality

Quiznos Mobile AR campaign animation demo

Video - App

Stella Artois Le Bar Guide

Lego Digital Box - augmented reality kiosk system

Zeal Optics Transcend Ski Goggles

Google Goggles

Introducing Word Lens


The Sampler

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