How brands are entering consumers’ homes
Augmented reality solutions are entering the mass market and brands are taking advantage of this latest advancement with digital storytelling.
Augmented reality technology uses the smartphone or tablet to bridge the gap between the digital and physical worlds. Photography allows you to capture an image. Video allows you to capture image, sound, and motion. Augmented reality goes one step further: It makes impressions three-dimensional. AR creates an experience that is even more immediate and real than ever before.
New York Times olympics experience
A beautiful examples of this is seen in one of the journalism field's first forays into mobile augmented reality experiences:
The New York Times has created an iOS-based visualisation of four Olympic athletes. If you have an iPhone and the NYT mobile app, you can see 3D models of
- Figure skater Nathan Chen,
- Speed skater J. R. Celski,
- Icehockey goalkeeper Alex Rigsby and • Snowboarder Anna Gasser.
If you bring the phone closer or turn it, you can see textual information about cool details – such as Gasser's posture or the protective caps of Celski's gloves.
We have created these screencast videos to give you a better idea of how it works:
We are particularly pleased that Austrian Anna Gasser appears in the NYT app. Just last summer she received the ESPY Award for "Best Female Action Athlete". She was further voted "Rider of the Year", which is pretty much the highest honour you can achieve in the snowboarding scene. She was also voted Austria's Sportswoman of the Year 2017 – the first snowboarder in history to achieve this honour. Here is her screencast video:
https://www.dropbox.com/s/wetws825pvtwt1k/AR%20kommt%20in%20die%20Wohnzimmer_V3.mp4?dl=0 If you're interested in experiencing more, you can download the NYT app from the iTunes store here: https://itunes.apple.com/de/app/the-new-york-times/id284862083?mt=8 or the Google Play store here: https://play.google.com/store/apps/details?id=com.nytimes.android&hl=de (not yet available with AR, the NYT is working on it).
Audi Quattro experience
Audi has released a new AR smartphone app that is activated by their TV spots. The app brings the cars from the screen directly into your living room. According to a press release from the company, the "Audi quattro coaster AR" application "recognises" certain Audi TV commercials.
When the right commercial is played, it triggers a series of AR events. While the ad is playing, the app shows one of four Quattro models breaking out of the TV and zooming directly into the living room or driveway. With the app, the vehicles can be downsized and then driven on Hot Wheels-style tracks.
Audi's goal is to create meaningful, exciting moments between consumers and their brand. If you only spend five minutes with this app, then Audi has increased brand engagement with the 30-second spot by 900%. Clearly, it's an investment worth making. Audi Quattro Coaster AR App via iTunes: https://itunes.apple.com/no/app/audi-quattro-coaster-ar/id1335984830?mt=8
Our take at IQ mobile
In 2018, brands across all industries will examine how they can create more intensive and long-lasting brand experiences with their customers and prospective consumers. Augmented reality will thus becomes an important factor in the differentiation of brand perception. Incidentally, this applies to both B2C and B2B areas. If you are just starting to learn about VR, AR and Mixed Reality, this blog entry is a great introductory guide: https://www.iq-mobile.at/en/blog/off-into-new-realities/
In order to make sick children happy – and to show what is possible even with a small budget – IQ mobile has invested in an app for the charity Herzkinder Österreich (Heart Kids Austria). Nominated for multiple awards, the Teddy´s VR App provides kids with a 360-degree circus experience, which they can enjoy from their hospital rooms. Learn more here: https://www.iq-mobile.at/en/blog/herzkinder-charity-benefits-from-virtual-reality-equipment/
Did you know that it’s actually possible to meaure the impact of VR on users? If you are interested in the Virtual Reality Emotional Measurement and Analytics Platform, please download the Isobar whitepaper here: http://usblog.isobar.com/wp-content/uploads/2017/08/Isobar_VR_Measurement_August_2017.pdf