realidade aumentada3 - very good

8/8/2019 Realidade Aumentada3 - Very Good

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augm ented realityby Jennifer Whitehe

h just a printed logo Put yourselfin th e picture

% If you're not yet familiar with the term 'augm entedM reality', or AR, it's time to get up to sp eed. You're

be hearing a n awful lot about it in th e nex t 12nths. Put simply, it's a digital ad camp aign tha t

ents from th e real world but in a souped up,

on printing a logo that you hold up tof in the augm ented reality on

e technology is

Brands such as BMW, E-On, Nissan, Orange and Papaon board. Last wee k Yorkshire Tea

n with a camp aign created by Beattie McGuinnessiting users to hold their box of tea in front of

n Shuttlewo rth performsong s on top of the box (nma 11 June).

But are the se just case s of wanting to be seen to be firstUS pizza chain Papajohn's

t being a pioneer in new technology is part ofitage. Tish Muldoon, senior director of

e com munications, admits th ere's a real wowAR. "We've enjoyed a technology leadershipoffer

he first to offer ordering via mobile,""We see augm ented reality as part of that."

Papa John's campaign projects on screen the 1972 Z2Bo that founder John Sch natter sold 25 years ago to

st re stauran t. This can be driven on a virtualp through th e AR environment. Muldoon says not

ers th at wo n't be available elsewhere, so they have anit. The logo is also being printed on pizza

as social networking elemen ts,o summ er interns travelling alongside Sc hnatter,

ting and blogging about the trip along the way."We're still learning, as the cam paign h as just launc hed,

e numb ers visiting the site:00,0 00 in the first tw o weeks," says Muldoon.

ive treatmen t

UK record label, the wow factorAR campaign attractive. Paul

director of digital says , "We've been awa re ofted reality for some time but were w aiting for th e

rtunity to use it with one of our arti sts. It's not." The right opportunity came with th e launch

inem's album Relapse. Smernicki and campaign

with creating an AR element for the release campaign.Agency director A nt Cauchi says , "The music from the

be leaked so we had to work with wha t

available. We decided to use Eminem's '3 ' logo as th eAR environment." Users who printed out th eo could use the ir webcam to transform it into a thre e-

, which could then be tagged with

Smernicki says, "It had the initial wow factor bu t wehad to take it further, so we add ed a compe tition to givepeople a reason to interact." The campaign will be adaptedfor Eminem's second volume of Re/apse later this year.

For utilities firm E-On, augm ented reality w as used toextend its FA Cup sponsorship, which includes taking theFA Cup trophy on a nationwide tour. The AR campaignallowed people to lift t he FA Cup for themselves (or atleast see themse lves holding it), complete withcomm entary from ITV Sport's Clive Tyldesley (nma 21May). They could then send vid eo of this to friends.

James Watson, marketing com munications m anager forsponsorship, partnersh ips and events at E-On, says, "Notonly did this give the cam paign a grea t viral element bu t itprovided us with the ability to offer something that had

the required wow factor, as well as great contextualrelevance. We promoted the virtual FA Cup campaignthrough t he line with print advertising that carried t he

quick facts

Augmented reality combineselem ents from the real worldwith v irtual realities, usuallyvia the u se of a printed iconand webcamMore than 200,000 peoplevisited Papa John's AR sitewithin two weeks of its launcSuccessful campaigns are tyininto above-the-line advertisinAvoiding applications th at aredownloaded separately will

broaden the take upThe technology will developrapidly in the ne xt 12 months



augm ented reality

NISSAN agency TBWA used

augmented reality to show

peopie their choice ot car in

3D, while PAPA JO HN'S

produced a virtual roadtrip

SMERNICKI We

were waiting for the

right opportunity to

us e it with one of our

artists. It's not

inexpensive"

Sceptics may argue that th e expen se of such campaignsversus the likelihood of consumers interacting with themmight make them a waste of time, but Watson says E-On's

experience proves otherw ise. The utility company had

four times the response itexpected. "Across the board the

results were fantastic, it drove huge amo unts of traffic to

our campaign site and the blogosphere was aiive withpeople talking a bout it," he says,

Driving ind usiven ess

Another worry when using AR elements in a campaign is

that , while you th aud iences w ill be likely to engage, not

everyone has the right technology to see the work. Thiswas a concern for Matthew Hassell, a creative at

TBWA\Toronto, which w orked on a recent AR project for

Nissan. The agency came up with the N issan GoodDecision campaign, which helps users choose andcustomise a Nissan car and then see it in 3D.

"We had to ensure the website wa s viewable by the

largest portion of our target audience. We didn't wantthem to have to download extra so ftware or we'd risk

losing them," say s Hassell. However, he argues that thebenefits of using AR outweigh t he draw backs. "Sometimesthe new shiny thing is as interesting to the consumer as

the mes sage. But our job is not just to entertain withoutpurpose, we have to influence people a little more deeplythan that, leaving them with an impression of our brand."

Nissan Canada's senior manager for marketing, DaBurns, agre es. "As a brand we have to go outside the

conventional media to tell our story, especialîy becauour target audience is technologically savvy. They'relooking for an experience and we aim to provide it," h

says. "Using this type of media should also help us cr

greater recall for our brand. But at its core Nissan GooDecision wa s a dynamic way to showcase several mo

Some of the current AR campaigns may look a littlrudimentary, but Outside Line's Cauchi reckons tha t i

little as 12 months the techno logy will have come on

drastically, "At the moment there's a lot of trial and erbut we're learning from other people and sha ringknowledge, so it will grow organically," he say s.

Bo Hellberg, executive creative director at Tribal DParis, thinks AR has app lications that mea n it'll be mothan a flash in the pan. For example, itcould be harnefor on-pack promotions and mobile, and it's likely thagames d evelopers will be interested in combiningalternate and aug mented reality. "The really interestistuff is yet to come, such as mashing up AR with oth

technologies, making it relevant by time, location, nestate or just your general mood," he says.

So look out for developments such as computerisedclothing and campaigns th at allow users to connect a

comp ete with othe rs. As Cauchi points out. "Ultimatenot about the technology, it's about good ideas." •

case studies

BMWZ4bmw.co.uk/z43dAgency Dare

The AR element of BMWscampaign for its Z4 model built on

th e TV campaign featuring artistRobin Rhode using th e Z4 as apaintbrush on a giant canvas, buthanded over the creativity to theuser, who could drive th e Z4around their d esktop , leaving acoloured pain t trail.

Natasha Newman, ad executiveat BMW, says , "Augmented realitygave us a way to put th e 24 intothe consumer's own environment.They can see it in 3D, move it tosee the car from different angle s,zoom in to see more detail, selectdifferent e xterior colours and

open/close the roof."The page has had more than70,000 views and the application

EMINEMtherelapse.co.ukAgency Outside Line

Eminem's UK record label Polydorwas keen to try out AR as part of

the marketing push for albumRelapse, released on IB May.Outside Line created thecampaign, which centred onEminem's iconic logo. Users we regiven an incentive to participatewith the offer of a trip to Detroitfor the album release as a prize.

The campaign tied in with otheronline elem ents, including abrowser skin that transformed allth e Es on a web page to Eminem'slogo and hijacked th e bann er ads.

Paul Smernicki, director ofdigital at Polydor, says , "When it

went live it got a lot of positive buzz.Eminem fans aren't aware of whereit's created, the y just see it asEminem, so it had to be seamless."

OASISrubberduckzilla.comAgency Poke

Coca-Coia owned soft-drink brOasis is positioned as The drin

for people who do n't like wateraimed primarily at young men.Tying in with TV advertising. Pwa s briefed to create an onlineelement. The result is an AR siwhere the user's head is replacby Ru berduckzilla's. They mustthen destroy any sources of wathey can see in the virtual worthey're playing in.

Nik Roope, creative directorPoke, says, "Creating our firstaugmented reality game taugha lot and allowed us to indulgepassion for retro-style gaming

We've witn essed a n effectiveintegrated campaign whichdoesn't just follow th e above-tline creative but ad ds to it."

realidade aumentada3 - very good

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