augmented reality for consumer package good

INTRODUCTIONIn this presentation, the autor study proven dataand real consumer behavior to scope the potential of Augmented Reality for the consumer package good industry.

Mathieu Bouyrie has been one of the first producerof AR experience and game for the consumer packagegoods with Molson Dry. He receipt award and recompense all over the world for his job.

THE MOBILE ECOSYSTEM

CAN CONSUMERS PLAY WITH AR ON MOBILE?

PERSPECTIVE: THE MOBILE ECOSYSTEM

CAN CONSUMERS PLAY WITH AR ON MOBILE?

Yes. 100% of smart-phones have

a webcam and in the US, 25-34

year olds were 44% more likely

to access mobile media than an

average mobile user.


Source: comScore First Comparative Report on Mobile Usage in Japan, United States and Europe, October 7, 2010

WHAT DO CONSUMERS EXPECT FROM APPS?


More than three-quarters of mobile

app users said they expected all

brand name companies to have a

mobile application, and nearly as

many said they expected the app to

be easier to use than the

company's website.

WHAT DO CONSUMERS EXPECT FROM APPS?


Source: EffectiveUI survey conducted by Harris Interactive, Nov 10, 2010

ARE APPS A MUST?


Yes. Consumers do consider

apps a must, according to

an October 2010 survey

from interface design

agency Effective UI

conducted by Harris

Interactive.

ARE APPS A MUST?


Source: EffectiveUI survey conducted by Harris Interactive, Nov 10, 2010

SIMPLICITY

WHAT DO PEOPLE DO WITH MOBILE TODAY?


66.8%: Sent text message to another

phone

50.6%: Took photos43.7%: Used

connected media34.0%: Used

browser31.1%: Used application 27.9%:

Used email (work or personal) 22.5%:

Played games21.3%: Accessed social

networking site or blog

WHAT DO PEOPLE DO WITH MOBILE TODAY?

Mobile behaviors by percent of total mobile audience in the US, 7 October 2010, research by ComScore


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THE PC ECOSYSTEM

Deloitte estimates the current worldwide PC

install base at more than 1.5 billion units, and

PC device sales are expected to increase 15%

year-over-year in 2011. By the end of 2011,

Deloitte projects mobile devices will represent

about 25% of the global computing device

install base.

PERSPECTIVE: THE PC ECOSYSTEM

Source: Deloitte Touche Tohmatsu Limited, 2010

CAN CONSUMERS PLAY WITH AR ON PC’s?


CAN CONSUMERS PLAY WITH AR ON PC’s?

Yes. A majority (56%) of online people in North America, over the age of 18, have used a webcam, according to a new Ipsos Reid poll conducted on behalf of Microsoft. As might be expected, Americans aged 18 to 34 are most likely (74%) to have used a webcam, while usage rates are lower among those aged 35 to 54 (51%) or older than 55 (45%).



WHAT DO PEOPLE DO WITH PC’s TODAY?


Source:Nielsen NetView – June 2009-June 2010*Other refers to 74 remaining online categories visited from PC/laptops**NetView’s Videos/Movies category refers to time spent on video-specific (e.g., YouTube, Bing Videos, Hulu) and movie-related websites (e.g., IMDB, MSN Movies and Netflix) only. It is not a measure of video streaming or inclusive of video streaming on non-video-specific or movie-specific websites (e.g., streamed video on sports or news sites).

WHAT DO PEOPLE DO WITH PC’s TODAY?

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You, as a CPG company, distribute X

millions products a year. You own a

media force with your distribution

power. This power can now leverage

a new level of endorsement, by

linking what people want to do, with

what you want them to know.

RECOGNITIONTECHNOLOGY

RECOGNITION TECHNOLOGY

HOW IS AN AR EXPERIENCE ACTIVATED?


HOW IS AN AR EXPERIENCE ACTIVATED?An augmented reality experience is activated via a graphic element or by facial recognition. Then, a digital eyepiece on a computer or smart-phone, driven by specific software, recognizes the marker and delivers the content.

The graphic element can be a specially designed marker, a marker created from an existing graphic element (aka. Marker-less).


HOW IS AN AR EXPERIENCE ACTIVATED?

“Marker-less”Marker

EXAMPLES

EXAMPLE- - > CHEERIOSUsing “marker-less” recognition technology, Cheerios is an other good example of a game trigger direclty with the package.

Experience conceived and produced by Mathieu Bouyrie

“Marker-less” and Facial recognition technology were utilized in the Gatorade AR experience. The “G” on the bottle was programmed as the marker to start experience. Then, the webcam recognized the users face to help position the hockey gear on the user as if the user were actually wearing it. The strategic idea behind the experience was to align with the current Gatorade REPLAY promotion. The user must perform squats to earn gear to then move on to the next level of the gaming experience.

Experience produced by Mathieu Bouyrie

Using “marker-less” recognition technology, MOLSON DRY was a promotion that was highly successful (as measured by viral awareness) that gave the user the opportunity to record themselves while enjoying the experience. Users were able to upload and share the recording. As an example of marker-less recognition, the brand logo was programmed to activate the experience.

ARhrrr! is a classic point-and-shoot gaming experience that uses a mobile device as the controller. This allows a freedom of movement around the game board. In this case, the candies from the SKITTLES brand are used as bombs that the user activates by pointing at and tapping the phone screen. As of March 10, 2011, the You Tube video has had over 770,000 views. The game board is the marker that activates the experience.

EXAMPLE - - > ARhrrr!

GAMING is the most complex of the types of AR content that can be created. The content rich experience must stream smoothly and provide levels of difficulty to challenge the user and make for a fun and rewarding experience. Utilizing a brand’s product to control the game reinforces the brand with the user. ADIDAS is a perfect example of an experience that used a specially printed marker on the tongue of the shoe.

EXAMPLE - - > ADIDAS

LOCATIONTECHNOLOGY

LOCATION TECHNOLOGY - - > GPS

Location tracking uses global positioning (GPS) to locate a user and provide relevant information. This technology can be used to overlay AR information onto the real world scene to help find points-of-interest. Additionally, a company can use this technology to provide offers to entice consumers to buy their products or use their services.

US marketers have already begun experimenting

with exactly this type of smart shopping service.

"Geo-fencing" provides personalized marketing

messages to shoppers based on their location or

proximity to a marketer's store. 1020 Placecast, for

example, piloted a ShopAlerts program that was

embraced by mobile users: 60% said the location-

triggered messages were "cool" and "innovative";

79% claimed to be more likely to visit a store; 65%

made a purchase.

LOCATION TECHNOLOGY - - > GEO-FENCING

Interactive TV & Mobile DevicesLast Updated Wednesday, 09 February 2011

66% of 18-44 year old adults said they were somewhat likely to

try mobile coupons. 31% said they would be willing to give their

mobile number in exchange for mobile coupons. When you

reduce the age range to 18-34 year adults, the number jumps to

50% willing to receive coupons on their mobile phone by giving

their number to a business.

The convenience of clipping and carrying a coupon on your

phone is instinctively undeniable. That’s why almost 70 million

mobile coupons worth $2.4 billion are expected to be redeemed

in 2013, up from only 200,000 coupons in 2009.

LOCATION TECHNOLOGY - - > GEO-FENCING

Mobile Marketing Demographics and Market Penetration

Mobile Marketing Growth and Statistics

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MATHIEU BOUYRIEExecutive Producer e-mail:

[email protected]: 514-991-7253

ACPG CONTACT INFORMATION

Thank you!

augmented reality for consumer package good

Technology

mobile ecosystemwhat

mobile today

mobile application

mobile ecosystemare

mobile usagein japan

average mobile user

pc ecosystemwhat

quarters of mobile appusers