Practical Applicationsof Augmented Reality

Tomer Tishgarten, VP of Technology, Engauge

@Tomerific

Kevin Smith, Director of UI Development, Engauge

@KevinEngauge

Intersection of Technology & Marketing

Young FrankensteinCSI

The Technology discipline’s job is to investigate the various available platforms. Once we understand how each one works, we can build a marketing solution that provides the most business value to the end user.

Early AR Marketing: Generated Awareness

NOW Campaign

Current AR Marketing: Ubiquity & Value

Virtual Pop-up Stores

Recent AR executions have netted Airwalk $5M in revenue – real value from a technology that many consider too novel to provide anything but buzz.

4 Opportunities for Marketers

Leisure

Experiences

Contextual

Experiences

Informational

Experiences

Location-based

Experiences

Leisure Experiences

What is it? 5 minutes fix

What are some great (recent) executions?

Starbucks Cup Magic

• Short entertainment experiences (aka games)• Post-purchase phase; extended brand interaction• Can couple with discount but only in return for product advocacy

Informational Experiences

What is it? Going beyond the QR code

What are some great (recent) executions?

Amazon Flow Application

• Product discovery and consideration value• Can redirect consumer to purchase from you vs. brick-and-mortar

Contextual Experiences

What is it? After-hour access

What are some great (recent) executions?

Ray-Ban Virtual Mirror

• Product discovery and consideration value• Eliminates barriers to purchase (can touch, feel, interact with product)

• 4X likely to purchase once product is in hand• AR shown to drive up demand and product value.

Location-Based Experiences

What is it? Exclusivity in your pocket

What are some great (recent) executions?

GoldRun’s Pop-up Stores

• Provides immediacy to purchase product• Can be there without having to physically be present• Directly tied to sales

Augmented Reality Challenges

• Requires an application or a special browser.

– So do QR codes

• Experience is not perfect.

– Novel experience; consumers are lenient.

• Absence of standard technology.

– Flexibility

Right Place, Right Price!

Hands-On Demonstration

ArgonApplication

Thank you!

@Tomerific | allthatiknow.com

@KevinEngauge