redefining brand engagement in an lbs / ar enabled world
DESCRIPTION
The World itself is the final platform for engagement. Combining LBS and AR technologies unlocks a powerful formula for true brand engagement. Case studies include Halo: King of the Hill by Ogmento.TRANSCRIPT
Br i an Se l ze r
Br i anSe l ze r. com
Redefining Brand Engagement In an LBS / AR Enabled World
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The World Is The Platform
GEO-SOCIAL / SOLOMO • Real World Interaction • Location and Contextual-Based • Socially Connected and Aware
AR / COMPUTER VISION • Mixed Reality Experiences • Surroundings as Content • Brand Recognition as Triggers
GAMES / GAMIFICATION • Fun, Entertaining • Motivational, Transformational • Challenging, Engaging
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2 Case Studies
The World Is The Platform
OBOTO
Brand Engagement Campaign for Fun and Rewards
LBS / AR Game Mechanic to become “King of Hill” (7-Elevens), and Fuel up to win game via scanning Pepsi products
Halo 4: King of the Hill – Case Study
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Loca*on and Computer Vision play key roles in the game experience, and drive engagement with brands for fun and rewards.
Campaign deemed great success. Expect to see more of these types of campaigns.
Halo 4: King of the Hill – Case Study
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Halo 4: King of the Hill
Engage with Brands World is Game Board
As Smartphones evolve to Wearables, this type of campaign will evolve further…with everyday 3D objects becoming triggers for reward and play.
OBOTO Case Study
Digital Characters in a Physical World
Open up Unlimited New Opportunities
OBOTO - Background
The Future of Games and Interactive Content Will Be Experienced in the Real World
OBOTO – Evolution to Real World
• The era of Fiducial markers is over.
• QR Codes will one day follow suit, as CV advances and “everything” becomes as a trigger for content.
• Nobody wants to print something out, and / or carry it around.
• The world itself is the new arena for content.. And where characters will thrive
Design to Support the Transi*on to Wearables
From Smartphone to Smartwear
OBOTO – Evolution to Real World
Computer Vision Programming to track the world…
Homography, SLAM, PTAM…
Designing For a World as Seen Though Machine Eyes
OBOTO – Evolution to Real World
• Advanced AR Tracking – Uses Homography tracking for zero-initialization experience. Allows for Pan and Zoom from most surfaces.
• Animated personality - Flying, Dancing, Drinking, Laser Fire, Laughing, Hugs, and more.
• Photo and Video Social Sharing – Make your own Robot movies using AR tech (full 360 degree camera moves)
OBOTO Case Study
Designing Digital Characters for a Physical World
Some features to focus on…
Zero Initialization Most consumers wont take *me for seUng stage.
Interaction with Environment Understanding of surfaces, objects, people, etc.
Surface Tracking Pan and Zoom off of most surfaces (no markers, print outs, etc.)
Occlusion Key feature coming soon.
OBOTO Case Study
Tour Guide Coach Mascot
Teacher Game Opponent Companion
Digital Characters / Physical World
Opportuni*es…
Custom Parts Only Available when
at 7-Eleven
Custom Animations Unlock with
Mtn Dew Product
• Design to support brand engagement, drive mobility, and incen*vize interac*on with fun and rewards.
• Unlock custom parts, anima*ons, skins, addi*onal interac*ve features and game mechanics.
• Unlocks can be triggered via in-‐game, or GPS and CV recogni*on of brands, logos, images, etc..
• Social sharing on Facebook, etc.
Digital Characters / Physical World
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Some Final Thoughts…
WORLD AS PLATFORM • Places and things (not just printed
materials) as triggers for interaction and content -- the next frontier for engagement.
AR / COMPUTER VISION • It’s becoming a wearable world, as
CV technology continues to advance rapidly. Those who literally think outside the Smartphone box will be in high demand.
CONTENT • Tech should be Invisible, so content
shines. In other words, be leading edge, but not bleeding edge.
THANK YOU! Le t ’s Connec t… and Crea te !
CONTACT ME!
Brian Selzer Ema i l : Br i an@Br i anSe l ze r. com
Twi t te r : Br i anSe7en
Web: Br i anSe l ze r. com