fbpx
Category

Augmented Reality

types of AR effects

AR Filter Experiences – 5 Different Types Of Effects You Can Use

By | Augmented Reality | No Comments

The future of Instagram is a fun, filtered experience that augments the real world with art and technology. As Augmented reality (AR) technology rapidly grows, augmented reality experiences is also increasing – from face filters to world effects – the marketing potential of AR is large.

AR filter experiences make a unique opportunity for brands to connect with their consumer.  It enables visualization, personalization, and story-telling. Currently, the range of AR formats available allows tailor-made advertising campaigns that promote services, brands, products, and campaigns in unique ways.

 

What is an Instagram AR filter?

They are computer-generated effects placed over the real-life image a camera shows. For Instagram Stories, an AR filter alters the image the front or back camera shows.

Remember that Instagram AR filters are different from their preset filters. The preset filters on Instagram elevate the quality of photos with just one click, so you’ll not be required to spend a lot of time editing images for your Instagram post.

 

What is new with Instagram Stories AR filters?

At its conference in May 2019, Facebook made it known to the public that anyone can create custom AR filters by making use of its Spark AR Studio platform. This platform makes it possible for users to make original augmented reality effects for Instagram Stories, Facebook Stories, Messenger, and Portal.

Before this platform was made public in August 2019, Instagram users had to be invited to use Spark AR. That meant only a few Instagram users could create and publish custom AR filters. But today, anyone who downloads Spark AR Studio can get creative with making filters.

It is simple for Instagram users to find these filters. Anybody that visits the Instagram profile of your brand can click the new face icon. All the AR filters you make are compiled here.

 

Benefits of creating AR filters for Instagram Stories

Although this tool might not be right for all brands, it is a good option for companies that are trying to reach younger users on Instagram. Remember that 67 percent of all Instagram users are ages 18-29. Also, one-third of the most-viewed Instagram Stories are from brands.

Here are some examples of how custom AR filters could leverage your business:

 

Show-off the personality of your brand

  • Custom AR filters reflect the tone of your brand, particularly if that tone is fun or playful.
  • They reflect the unique aspects of your brand, assisting you to stand out from your competitors.

 

Connect with customers

  • In 2019, over 500 million accounts engaged with Instagram Stories daily.
  • Also, 60 percent of brands using Instagram Stories used an interactive element to increase monthly engagement.
  • Custom AR filters are the best interactive elements for Instagram Stories.

 

Be ahead of the competition

  • Custom AR filters are still a new feature, and not every company is using them yet.
  • Make an AR filter for your audience to “try on” a product before buying or “put on” a branded item of clothing.
  • It is not just for self-promotion. You could also make a filter for your brand to show your support for social causes.

 

Increase brand awareness

  • Incorporate the logo or mascot of your brand into an AR filter.
  • If your unique filter is not promotional, it will show in the Effect Gallery of Instagram where anyone can locate it.
  • When users share selfies using your filter, their followers will be exposed to your business.

5 Types of AR Experiences

To leverage its benefits, you have to understand each available AR experience individually. The great thing is that every format is great in its way. They all make it possible for you to attract consumers, with easy and fun engagement that is always right to the goals of your brand. Below are the types of AR filter experiences you can use.

 

  1. Face Filters

Everybody wants to look good on social media. Since Snapchat made the AR aesthetic popular in 2011 with its Lenses, making use of face filters has become almost second nature. Face filters created an effect on the face of the user, immediately altering their appearance. It is easy to use them by directing the imagination of the customer to focus on the AR design of the brand; they link brand and consumer.

The important benefit of face filters is that they are easy to share. It only takes a few taps to send a beautifully augmented selfie to an audience. These days, nothing is worth much if done privately. A beautiful filter will probably be shared with friends.

By using AR filter experience to enhance your selfies, face filters make effects that the users can easily recognize, enjoy, and share, making it possible for brands to access a wider audience and to immediately become recognizable.

  1. Portals

They are magical ways of introducing users to a great world of your creation. Going through a virtual doorway, which the camera imposes on a horizontal plane, the user is taken into a different world. From animated wonderlands to photorealistic creation of new places, portals allow consumers to go into the world of different businesses.

Portals give an unprecedented level of immersion. Any marketing campaign, from promoting the image of a brand to evoking emotions linked to your services, they can be captured in a whole new world.

AR Filter Experiences
  1. World Effects

Of all the various AR experiences, world effects are changing our world. They are created for back-facing cameras. By focusing on a blank plane, they make a 3D picture in the space in front of the user, allowing it to become part of that visual space.

They have a large scope. By mixing the digital and real-world, they make an experience that makes it possible for customers to connect with businesses. Older users would be surprised at the realism of modern AR world effects, but younger people will enjoy the 3D figures and objects suddenly popping up in their rooms.

  1. Mini-Games

Mini-games make it possible for users to participate in short games by tapping on their screens or by using face gestures. They are the most interactive types of AR filter experiences, exciting users, and encouraging word-of-mouth sharing.

They are a quick and easy way to keep users occupied, while everyone else is looking for things to fill the time. Users will interact with the branding of the mini-games, thereby stimulating active thought on the product being advertised.

Since they are mostly based on face filters, they can be easily shared, making it possible for users to share their scores and funny moments with their followers.

AR Filter Experiences
  1. Image Trackers

Image trackers enhance a physical image with more layers of content and information. They are the perfect way to include depth to any marketing campaign, rising materials like posters and merchandise to the next level.

They make it possible for users to interact with a business while using physical context to drive consumers to further engage with posters, logos, or billboards.

It is easy to engage users with an image tracker after viewing a physical product or advert. With the ability to work well together with other forms of advertisement, image trackers can be exciting and boost the advertising campaign of your brand.

 

Conclusion

Now, more than ever, you need to harness the power of AR filter experience. With the uncertainties in the world, the virtual world has become important. They have the unique ability to add dynamism and excitement to your new reality. By blurring the lines between the real and virtual worlds, AR filter experiences can drive home important messages and lift morale in these trying times.

Instagram AR Games

10 Of The Best Instagram AR Game Filters

By | Augmented Reality | One Comment

10 Of The Best Instagram AR Game Filters You Can Play Right Now

You may have noticed that there has been a recent influx of game based AR filters being released on Instagram and Facebook at the moment. However due to the complexity of developing many of these AR game filters, there’s still nowhere near as many of them popping up as their simpler AR activation counterparts. This is great news for brands and marketers alike.

AR filters are already providing brands with a new method for standing out on social media platforms, but AR game filters now give you a way to stand out from the regular AR filter competition. The metrics support this too. You are always going to see a much higher engagement rate with game based AR filters over other types of filters. And if you happen to be linking it in with a competition, you’re metrics are going to sky rocket. Then if you use a few influencers to amplify the reach or if you just get lucky enough for a couple of famous people to share it, well now you could be on your way to achieving that highly coveted “viral” status.

The idea of gamification is nothing new. It has been proven to be effective time and time again. Considering that the next step in evolution for these filters is to move away from single use activations towards AR filters that are used on a regular basis, game based AR filters could prove to be one answer to this. AR & VR gaming is certainly the future and that future is probably much closer than we can even imagine. Facebook has been buying up AR & VR game studios left right and centre so the developing AR and VR gaming out to become more mainstream is progressing even more rapidly.

So just in case you are looking into developing your very own Instagram AR game filter, I have compiled a list of the 10 best AR game filters that I have come across to date. In order to provide you with some solid inspiration I’ve also tried to vary up the game mechanics involved in each game filter to show the different types of Instagram AR game filters that can be created.

FACEINVADER x Ross Wakefield

Whilst the graphics created for this game may look a little bit rough the mechanics of this AR game filter are absolutely awesome and that’s why it’s so addictive to play. Eye tracked laser beams used to destroy attacking alien UFO’s. What’s particularly great about this one is the way it integrates the user into the game as the main character, rather than just being the game controller like the majority of them.

FRUIT FRENZY x Jerzy Pilch

This game filter uses a very simple game mechanics but none the less produces an interesting game that can be replicated across many different executions. To score the colider objects must colide with the basket that is tracked to the head. The retro nintendo feel is always a nice touch too.

TIC-TAC-TOE x Rudi Wahyudi

Despite being named incorrectly, because that game is called naughts and crosses, this AR game filter is based on the age old game that we have all played at multiple times throughout our lives. What’s particularly nice about this one is that allows for two player, a function that is not frequently seen being used in these types of AR filters.

FLAPPY BIRD STYLE GAME x TEJ

The Blue Plane Game is a tried and tested game filter. The majority of people will be familiar with its game mechanics as it is the same as the hit sensation flappy bird. The only difference with this version is that the mouth is used as the trigger action. The scripting required for the physics of this game was quite challenging to reproduce but it was well worth it as it is always a crowd pleaser.

6 SECONDS x Yana Mishkinis

Some of the simplest games are often the most effective and testing mental strength and human reflexes have always been frustratlingly enjoyable throughout the ages. This game tests how good you are at counting in your head and how fast and controlled your blink reflex is. This can be applied to any concept and if paired with a competiton entry it’s certain to be a hit with any social audience.

SOCCER HEAD x Wow Filters

I think just about everyone is familliar with the good old game of keep-y ups. I don’t know about you but juggling an AR football on your head is just as tricky as in the real world. Either way this is a fun AR game filter that could easily be branded and released as part of a social media competition around a sporting event.

PACA-PACA x Yana Mishkinis

This is the retro classic that we all know and love! Pac-man has been ripped again however this time round you’re going to have to control it by moving your head. Make sure to pick the right speed – rabbit (fast), tortoise (medium), or snail (slow) – before the game starts.

FACEOUT GAME x Danny Frenzreb

Are you looking to kill even more or your time on social media? Feeling extra competitive today? Then look no further. Challenge all your mates with this AR version of the classic Brick Breaker and see who’s got the best head, face and eye co-ordination.

NEXT VACATION x Petra

This is just another take on the recently exploded randomizer AR filter. However it is easy to see how with some better visuals and a promotional element, this could be a major part of any travel company’s Instagram marketing campaign. It’s easy to see how any brand could cleverly apply this to still drive good results despite this type of filter being already so heavily saturated.

MAGIC8BALL x Yana Mishkinis

Are there any questions keeping you up at night? Looking for some advice? Well you could always ask the magic 8 ball a close-ended question. Think it in your head or say it out loud the 8 ball will tell you what to do. This is again another clever variation on the classic randomizer AR filter that took Instagram by storm.

instagram ar campaign

How To Run An Effective Instagram AR Filter Campaign?

By | Augmented Reality | No Comments

How To Run An Effective Instagram AR Filter Campaign?

One of the most powerful viral marketing tools of the last few years has got to be AR filters. As such it’s no surprise that we have seen such an explosion of Instagram AR filters since moving out of their beta programme. Well like with all things new, it can be difficult to find information on them and how they function or how to even go about distributing them. This is largely because not many digital marketers have had the chance to work on an Instagram AR filter campaign. Naturally it can be a challenge figuring out how to effectively launch and measure an Instagram AR campaign.

So in order to make life easier I just went ahead and put this helpful guide together, so that you can better understand how your Instagram AR filter is found and shared by your audience, and how you can go about measuring the audience engagement that your branded AR experience receives.

How Does My Audience Find My Instagram AR Filter?

When you publish your Instagram AR filter it is linked directly to your profile. One published it will stay there unless you decide to take it down. Once your filter is live it can also be easily accessed through the designated filter tab that is just below your highlight reel. The other way for you to share it is to post it in your story with somebody using it. You’re able to add a “Try” it button which means anyone who views your story can use the filter by simply pressing it.

Once you have recorded a video of your AR filter (They’re actually called “Instagram Camera Effects” FYI) tap the link button top of your screen. This should open a new screen with a button that says “Swipe Up + Camera Effect” that should let you embed a link to your AR filter directly into your story. All your audience have to do is tap the link to give it a go themselves.

If you are running a branded Instagram AR filter you are now able to tag a partner, e.g. Influencers or Brand Ambassadors, with a little label saying, “Paid Partnership With” and the name of the partner. This partner is also able to view the metrics of your story. You’ll also be able to let your partner promote the Instagram AR filter story. It will give them the ability to turn your tagged story into an ad. The one thing to keep in mind however is that once you turn your story into an ad, you will have much less options to edit it and you can’t turn off this setting either. Any ad is publicly listed in the Ad Library.

Another way that you can direct users to your AR filter is through the tappable link. This can be shared on any social media platform or website or anything at all really.

What Analytics Do Instagram Give You?

Unfortunately for you data heads the analytics are pretty basic, but it’s better than nothing and they are enough to give you an idea as to whether or not you’ve launched a decent filter. Once everything is live you’ll be able to view metrics on Impressions, which refers to how many times an AR effect was displayed on a screen, the Captures, which is the number of times it has been captured as a photo or video through the Instagram camera and lastly the Shares which is how many times someone took a photo or a video using your AR filter and shared it on Instagram, usually as a story. You are able to find and compare the insights from all of your filters over at the Spark AR hub.

Instagram AR filter

How Do I Increase The Engagement On My Instagram AR Filter?

This is probably the most important aspect to consider at the end of the day. How will your audience actually find your Instagram AR filter? A number of digital marketers may post it once, on one channel, this one time and the expect it to blow up and go viral, but like all social media marketing campaigns you need to look at a multi-channel strategy if you want to really increase the metrics of your Instagram AR filter campaign.

You can also use the same influencer marketing tactics that you would use for just normal story based or static branded content, to amplify your Instagram AR filter campaign. The best thing to do is to get your brand ambassadors to post the AR filter in their stories or feed multiple times over the space of a few weeks. Or else create a competition around the campaign that uses the Instagram AR filter as the entry mechanism. The AR game filters are particularly useful for this and it is most certainly reflected in their higher metrics.

Instagram AR filters shift your audience from being merely passive observers into active brand participants and provide your audience with a tool to help spread your message for you. The growth of these AR filters has only just gotten started. It remains to be seen what limits can be reached with social media AR. The next stage is developing AR concepts that are more than just a single use experience. Creating Instagram AR filters that are more than just novel experience, ones that people will want to actually use again and again.

Mastercard's Mobile AR App

Mastercard’s Mobile AR App Demonstrates Rewards To Their Cardholders

By | Augmented Reality | No Comments

Mastercard’s New Mobile AR App Will Virtually Demonstrate Rewards & Benefits To Their Cardholders

It’s always a fantastic sign for any new technology when a big household brand name adopts it for a big marketing push. It’s even better when the idea they are pushing is not just novel and gimmicky, but is genuinely interesting and also potentially solves a legitimate consumer problem.

So naturally when I saw that Mastercard, a brand so strong that they totally just dropped their name off their logo last year at CES, had decided to get in on AR with a mobile augmented reality app, you know that we are turning another corner with AR adoption. Don’t get me wrong there are still a shit load of turns in the road ahead but this is certainly a bit of a milestone for the industry.

At this year’s CES they dropped that they were going to be launching a new AR app that will give their cardholders the ability to experience and explore their rewards first hand through portal AR. Mastercard’s mobile AR app is just an inspired use of AR technology. I can only speak for myself on this, and to be fair the reward schemes on credit cards in Ireland tend to be pretty piss poor which may be skewing my judgement, but I never really even look at those rewards schemes anymore and if I do it’s a fleeting glance and I’m gone. I don’t feel a strong pull or a connection to them, certainly not enough for it to affect my purchasing decisions. And when so much effort goes into organising and distributing those offers and rewards, you really have to wonder is engaging in this type of marketing activity even worth it anymore?

This new AR application may just be the thing that was missing to bridge the gap, or else maybe it will just be another AR gimmick that doesn’t really solve any problem, but provides a novel experience for 5 seconds and a nice case study video for YouTube and online PR.

mastercard's Mobile AR app

Although they’ve said we aren’t going to have to wait too long to find out, as Mastercard’s mobile AR app is scheduled for launch in Q2 of this year. We probably are, as it’s only going to be released for iPhones in the US. I know, boo urns right. Well the good news at least is that they are planning to bring out an android version, and it will also be released at some stage this year. To add to all of this, Mastercard have actually opened up this AR experience as a white-label app for all of their various different partners.

mobile AR app

“At Mastercard, we’re using our technology and solutions to deliver multi-sensory experiences for consumers every day – whether they’re shopping, taking transit, or exploring the card benefits they care about,” highlighted Mastercard’s CMO, in a statement. The whole idea is to leverage intuitive AR design to allow cardholders to easily discover and also explore these benefits that are so often overlooked.

Mastercard's Mobile AR App

In order for a cardholder to try this AR experience, all they have to do is install the app and then scan their card using their smart phone camera. The AR app then creates 3 virtual portals within the user’s space. Every one of these portals will be linked to a specific benefit category and should instantly transport the users to a luxurious virtual scene that corresponds with the category. For instance, the Peace Of Mind portal transports users to a relaxing spa, the Every Day Value portal will take the user to a snazzy high end smart home and the Experiences portal will drop you right onto a private beach. See what I mean, the rewards on my card are an absolute flop in comparison.

MasterCard's mobile AR app

Once you have entered inside the VR environment, users can stroll around and can interact with different objects, these objects are meant to represent different card features.  Inside of the Experiences portal there is a set of golf clubs that when you interact with will provide more information on all the different golf related benefits that Mastercard offers their cardholders. Presumably they will have different offers squeezed into all their different portals. I just can’t help but wonder how you would represent a 3% cashback offer on your next online Swavorski purchase.

“Digital-first consumers are the first to explore and use technology-enabled touchpoints across the entire payments journey,” said Tim Sloane, VP of the Mercator Advisory Group. “With the new Mastercard benefits app, these cardholders will experience an immersive and truly unique environment where every tap delivers the value and benefits of their card in a fashion never experienced before.” I mean I’m sure we can all at the very least half agree with that.

mobile AR app

It’s worth mentioning that this isn’t Mastercard’s first AR rodeo. They were already dipping their toes in the waters as far back as 2017, when they partnered with Qualcomm to create an AR shopping idea that had iris authentication built in. Safe to say that didn’t really go anywhere, but they were way to early with it. It’s going to be a few years before we see an AR commerce concept that’s robust enough to be whole heartedly adopted by the market.

The world of banking is probably not the industry that I would be hanging my AR cap on, but they do have all the money, literally, that’s what they do, they “keep out money safe”. But this tech is going from strength to strength and is certainly proving its ability to solve long standing communication issues in a new and highly engaging way.

Just take a look at ABN AMRO, a Dutch bank who developed a full-on AR escape room game with the sole purpose of attracting new IT security nerds to apply for their new job openings. It’s no different to Mastercard’s consumer focused AR play. Both are founded upon the communication of company benefits to the user. It’s by taking these more every day and dare I say boring areas of a business, and jazzing them up, making them more interesting, interactive and immersive. This is really how AR is going to be able to carve a strong foothold in not just the banking industry, but in all of them.

Instagram AR Virtual Makeup Experience

Dior’s Instagram AR Virtual Makeup Experience

By | Augmented Reality | No Comments

Dior’s Instagram AR Virtual Makeup Experience

It is not surprising that cosmetic brands were among the first to really get behind augmented reality technology. This AR technology has provided a digital alternative that solves a problem that has plagued the industry for many years. By utilising AR, users can virtually try on different shades of various makeup products before making a purchase using an Instagram AR virtual make up experience. This approach has become the go to when creating AR experiences for cosmetics brands, to be fair it works.

However, Christian Dior took a rather different approach with this creative Instagram AR virtual makeup experience. The AR filter they created for Instagram using Facebook’s Spark AR, was less sales focused despite still promoting their holiday collection. It was more about harnessing AR to augment reality one step further, to create something fun, engaging and shareable. A level up from the virtual try on AR filters that are typically created to drive sales.

Known as the 3Dior Makeup, this AR experience was designed by Peter Phillips, Dior’s Creative Director and by Ines Alpha who is a digital artist. When users run the AR filter, it positions a virtual face mask of sequins on to the user’s face. There is tap function that triggers an animation where the sequins float upwards with light ways illuminating the camera scene.

Instagram AR Virtual Makeup Experience

It’s quite a well-produced example and was certainly effective. If you want to check it out open the link on your mobile – Dior AR Instagram Camera Effect

The thing that really stands out with this Instagram AR virtual makeup experience is that unlink the others, there is no big push to sell product. It’s much more of a pull tactic they are deploying. And people tend to respond better to this pull approach, especially online when they are getting spammed out of it the whole time with ads to buy stuff. If you are looking to capture attention online, one of the most effective and proven methods it’s through producing useful, interesting and meaningful content that genuinely brings some value to the person who’s engaging with it. If you do a good job that person will want to engage with more of your content and sooner or later, they will convert into a customer. Or at least a brand advocate who will then tell another person who may then become your customer.

Dior clearly have the right approach when it comes to using AR, even their last Instagram AR camera effect that featured Dior sunglasses virtual try on also wasn’t sales based either, opting more for a brand centric sharing experience. Apparently, it has been reported that during Paris Fashion Week that AR Instagram camera effect got Dior 2.6 million impressions. So, they pretty much nailed that one.

The field is getting even more and more crowded when it comes to AR-capable platforms that can offer cosmetic brands virtual try on technology. Facebook isn’t just going on to join Snapchat and even now YouTube. Even online retailers are getting in on AR. Amazon is currently using L’Oreal’s ModiFace to add an AR offering and also Target has been using YouCam’s platforms to try and include something similar.

Despite all the different platforms and players in the market Spark AR for Facebook and Instagram has definitely opened AR up to everyone and at a much more cost-effective budget. Not to mention the distribution element is already there. Previously you had to create an app, probably host it, get people to download it, keep it on their phone. Unless you were creating any real value, it was an absolute nightmare. Whereas now that is just not the case, you already have the audience sitting there waiting, and actively waiting to consume them. It’s no wonder that it has swayed so many large high-profile brands to get involved with these AR camera effects. One this is for sure; it will be interesting to see how far we can push this technology to create even more engaging AR camera effects for Facebook and Instagram moving further into 2020.

Augmented Reality Windows

Augmented Reality Windows: The Retail Display Of The Future

By | Augmented Reality | No Comments

Augmented Reality Windows: The Retail Display Of The Future

AR windows are interactive displays that have shown to increase engagement, footfall and sales.

There has always been one issue that has plagued out of home media like billboards, bus shelter and other static advertising media and that is that there’s no real way to measure the effectiveness of the ad and if it actually worked. It just isn’t possible to work out specifically how many people have seen a piece of OOH and how many of those people went in store or online to make a purchase. Well now with the advent of AR windows this may no longer be such an issue for brands. These augmented reality displays are able to track analytical data completely in real time.

What Are Augmented Reality Windows?

Augmented reality windows, just like the ones that are being offered by Ads Reality, look as though they are just a normal advertising video display. However, they are a lot more than just that. These AR displays use augmented reality to provide passers by with an interactive experience that can also then encourage them to enter a store or else visit an online shop.

The AR window works very simply. It doesn’t require any special apps for it to work. A good move as people are always going to be less likely to go installing apps from agencies they’ve never heard of. AR windows function solely though the WIFI. And it doesn’t need that much. It can literally just run off a free public connection.

augmented reality window

How Does An AR Window Work?

There is 3 different interactive experiences that can be programmed in to be offers to anyone who passes by:

Character Engagement

In this AR experience known characters such as cartoons, superheroes or even public figures appear in the display and appear to be moving around as if they were one of the passer’s by. People can step into the view of the AR window and snap some shots of them with the AR characters.

Interactive Games

These interactive AR games are excellent for attracting foot fall towards shop windows, events and other public venues. They really can garner a lot of attention and their very nature ensures engagement with a high shareability. These AR games are fully customised to mirror on going branded promotional campaigns and usually involve some sort of call to action and sign up.

Enhanced Product Engagement

This type of thing is just absolutely perfect for our modern age were people are simply too busy to be flicking through leaflets or browsing a catalogue. These AR windows can offer up helpful information or technical details about products in an interesting and engaging way. Video tutorials, special offers and promotions can all be included into these AR experiences. All with the aim of increasing conversions.

These new forms of interactive digital media are going to pave the way that retail marketing will need to tread in this ever-changing digital world, where mobile devices are king and attention spans are shortening. At the end of the day the mobile has been the primary device for shopping and browsing for many years now.

Main Benefits and Features of these New Augmented Reality Displays

These AR displays are not your average AR displays either. These are truly unique and totally different to the other ones that you may have already seen being used in different in store promotional activities. The key difference with these AR displays is that they are able to transmit analytical data completely in real time. What this means is that it can allow a campaign manager to observe the successfulness of the ad and make tweaks as they go if certain ads are not performing.

AR Window Specific Features:

  • app-less interaction. This enables a higher potential reach among passers by the augmented reality window.
  • shop-on-screen technology built in for people who are swayed to make purchases there and then.
  • Ads Reality provide an end-to-end service for all of their AR Windows

This AR display has already been shown at this year’s NFR Retail Show in New York, as well as being exhibited at the Las Vegas Digital Signage Expo. Some of the main benefits shown from using these AR Displays are:

  • Increase in store visitors
  • Deeper interactions with potential customers
  • Increase in sales
  • Increase in brand reach
  • Increased shareability and awareness
  • Increase in brand sentiment

This newly released augmented reality display is going to soon become the new reality for retail brands who understand the future and are looking to advertise retail through a more interactive and personal experience, with the ability to build in touch points along every step of the conversion journey.

target tracking ar

Target Tracking AR Using Instagram

By | Augmented Reality | No Comments

Target Tracking AR Using Instagram

About 4 weeks ago thanks to Spark AR’s new release it has now made target tracking AR, sometimes known as image tracking, fully possible on the Instagram platform. What this now means is that we can trigger AR effects when the camera is pointed at an image that we set as the trigger, e.g. a logo, film poster or even product packaging. In this article we will look at some of the first AR effect filters to take advantage of this new functionality as well as discuss some different tips as to how you can use target tracking in your next promotional AR effect.

So, What’s The Big Deal With Target Tracking?

The whole point of augmented reality is to mix what is real with the different things that we have created and inserted into the real world. The target tracking helps to blend the AR effects together with different objects and imagery. This target tracking has been available in Snapchat lens studio for quite a while, so it was only a matter of time before it was released for Instagram AR. It is a very useful trigger to have when looking to create more convincing AR experiences. It allows for AR effects to be created that can interact and play with art and other iconic imagery. It also gives brands the ability to design and create digital campaigns that can interact with existing or newly created promotional materials. AR camera effects can be used to bring some life back into or draw some additional attention to a static hero shot or even printed packaging. AR effects can interact directly with the packaging or else occupy the surrounding space.

Matisse Deconstruct by Pablo Tajer

This Instagram effect created by Pablo Tajer uses target tracking and is designed to enhance Matisse’s piece hanging in the Tate Modern London. If you want to try it out yourself, you’ll need to google the painting yourself to trigger the effect. This is definitely one of the more impressive uses of target tracking and a famous art piece.

Try On Mobile
target tracking AR

Target Tracking AR Tips

When it comes to utilising target tracking to create immersive experiences for your users there are a few things that you need to keep in mind:

Use A Good Quality Image As A Tracker

Unfortunately, not all images were created equally, and just as there are some images that make for great trackers, there are also images that simply just will not work as effectively as others. You could probably do a quick Google, I’m sure someone has created a guide for this. Try Best Practices for Target Tracking Spark AR or something like that. Ultimately there are two things that you need to remember. Check the rules before agreeing anything with a client and test out the exact same image that the client wants to use before agreeing to take on the project. This will definitely help to mitigate any unfortunate surprises. No one likes them, they take years of your life expectancy.

Use A Product or Product Packaging As An Image Tracker

So, you can nearly use just about anything these days, as long as it has clearly defined edges and has decent contrast. It could be anything from a coke can to a cereal box and even an event invite… the world is your literal oyster. Starbucks Christmas Instagram AR effect was triggered using their new Christmas cups. Every cup design unlocked a different AR effect. Chipicao which is a croissant brand, just released their AR effect which used tokens found on their packaging to trigger special Justice League AR effects. They ran it as part of a promotion where every week a new mask would be released.

Target Tracking AR
target tracking ar

Help Users To Find The Tracker Image More Easily

There’s nothing worse than sitting there with your camera open wondering whether or not an effect is about to start or not. Make sure to let users know what they have to do or at least what image tracker they are looking for so just make sure that you add in appropriate  or else an outline of the image tracker in the middle of the device’s screen. Tinstructions. Another handy trick that you can use is to position a semi opaque imagehat way the user has a pretty good idea that they are looking for an image tracker to initiate the AR camera effect.

target tracking ar
target tracking ar

QR Codes. Should You Use Them As An Alternative Or Complementary?

So, the simple answer is that you can use them for both, although it really won’t look that cool at all and honestly younger generations might not even know what they are anymore. You might as well be showing them a floppy disk. I don’t know what happened to QR codes, I personally thought they were useful, but no one ever really seemed to care about them. I blame apple mostly for not building neo reader into their phones. It just made QR codes feel a bit unnatural to any Apple users. But hey Android is definitely leading the pack globally these days anyway and I doubt that’s going to change anytime soon. As it stands you can use QR codes to send people to the Facebook or Instagram link for your AR camera effect. When scanned it opens the link just like it would open any other link. Then you can also use the QR code as the actual tracker image that is triggering the AR effect. Again, it has clear edges, enough detail and enough contrast but again I would probably advise away from it due to just how boring they are. People just really seem to disengage with them. And when you consider that you can just use a poster or packaging as the tracker image, I really just don’t get why you would use a QR code instead. But if you really wanted too, you could.

AR Game

This new target tracking feature is working pretty well on the Instagram platform, so you have no reason not to give it a go. The simplest application would be to do something quirky with a business card or else just go all in with your product packaging. It is definitely capable of creating fun and immersive AR experiences for your users and take something ordinary and makes it extraordinary. Get in touch today and we can help you come up with the perfect AR concept for your brand.

Examples of AR

10 Examples Of Augmented Reality In Action

By | Augmented Reality | No Comments

10 Examples Of Augmented Reality In Action

Hands up if you remember Google Glass? Unfortunately, the super hyped up augmented reality product that was prophesised to revolutionise the way in which we interacted with the real world just didn’t really work out. Despite the majority of the tech world writing this off as a whopper failure, the technology that really highlights the serious potential that is augmented reality.

For the most part, many real applications of augmented reality (AR) are still mostly for fun or for some gimmicky marketing. Although the technologies newness is enough to allow the media to surpass print, television and online advertisements in shock factor. The Drum states that AR has the ability to capture attention for over 85 seconds, it can increase interaction by 20% and can improve click through to conversion by 33%. Presently people have no problem stopping what they are doing to engage with an inspired AR experience no matter the overall quality of the campaign. However this will not last for long, as more brands begin to use AR in their marketing campaigns and the new technology becomes more and more common, it will take a lot more creativity and production quality than what’s required now to truly impress the same audience. With the rise of Facebook and Instagram AR camera effects AR is becoming much more mainstream and it’s going to become much harder to stand out.

Tim Cook, Apple’s CEO, has noted that someday AR will be as integral to our everyday lives as “eating three meals a day.” So, the real question here is, how would you use your marketing strategy to gain audience attention, once AR is commonplace?

What is Augmented Reality?

We’ve discussed it in previous articles but hey one more time can’t hurt. Essentially AR technology superimposes computer generated imagery onto the user’s real-world view. This is different to virtual reality that is totally generated by a computer with the user interacting fully from within the virtual environment, augmented reality maintains the real world, but just uses the addition of elements that aren’t actually there, ultimately enhancing the user’s experience of the real world. There are tons of different applications for this technology and it is currently being used anywhere from medical and healthcare to retail and manufacturing.

One of the simplest ways to use augmented reality for your brand is to use your business card as an AR activation target. You can either create something standalone or do it simply with layer AR but that still would require users to download something. These days the best way to execute this would be as a Facebook or Instagram AR camera effect since most people already have this app and are pretty familiar with using these camera effects now. Let’s take a look at some of the best examples of augmented reality.

Some Of The Best Examples of Augmented Reality

The potential for this new augmented technology is truly endless. It really is just a matter of time when it comes to this tech becoming a main part of our day to day lives. Whilst we are not quite there, a few organisations are creating some pretty big waves with this technology. So, here are some of the best examples of augmented reality that we have seen.

IKEA Mobile App

One of the first companies in the world to find a genuinely useful application for AR was IKEA, it’s genuinely one of the better examples of Augmented Reality. I’m not surprised really, because of them I’ve put an entire kitchen together with nothing but an Allen key. They probably started dabbling in a bit of augmented reality as far back as 2012, users could use their special app to see how certain tables and shelves would look in different places around their houses. The latest edition, IKEA Place app has taken it all one step further allowing the user to choose any item from the entire IKEA catalogue and check it out in your house for size, as its actually to scale.

This is an incredibly useful application of AR, there is just something about the giant proportions of that IKEA showroom that makes it practically impossible to in anyway correctly eye up the size of a coffee table in relation to your living room. Being able to quickly check whether a certain piece of furniture will fit into a specific spot or whether that particular shade of white will look right with the rest of your room décor just couldn’t be handier.

examples of augmented reality

Nintendo’s Pokémon Go App

We couldn’t really have a discussion about great examples of augmented reality and not bring up *que the music* Pokémon Go. I’d be lying if I said I didn’t have 146 out of 150 right now, but I’m not playing anymore I gave up after the second batch.

If you don’t know what I’m going on about Pokémon Go was pretty big, it was a large free roam game that turned the world around you into the gameboard, and you with geo location was the player moving around. Using your phone, you could catch Pokémon and battle in gyms and collect stuff, it was all very impressive. So impressive that the app actually had 65 million users at its peak of popularity and to be fair to them they had all sorts of problems rolling it out, so if they could have released worldwide at the same time and released new in game features faster they would have probably doubled that number It was also responsible for the hordes of young adults lurking around the place just starring at their phones, although what’s new these days anyway.

examples of augmented reality

Home Depot Project Color

Right so we’ve got another home based example of augmented reality for you. This one is actually pretty brilliant because it really helps to solve a problem and helps to speed up the entire consumer purchasing decision process. So, choosing a paint colour is a nightmare, and looking at those little swatches or worse yet a backlit computer screen is never going to give you a true feel for what a particular colour will look like once you’ve blasted it all over the walls. Maybe that mellow yellow will burn your retinas out once you see it on a sunny day in your south facing kitchen. Or what about that gold lamp of yours?

Home Depot released their first Project Color app in 2012 that used patented tech to let users see what a particular paint colour would look like on their walls. The AR app took lighting, objects and shadows into consideration when applying the colour to your walls. They took this even further in 2017 allowing users to change the colour of objects like patio furniture, and other stuff like taps. This is a very handy AR app for any DIYer.

examples of augmented reality

Sephora Virtual Artist App

I couldn’t imagine there being many women who would risk buying make up products online if they had not used them before. It would be impossible to know what a colour would look like on you without actually being able to test it out first.

Sephora really understood this problem, and their solution was a highly effective augmented reality experience Virtual Artist App, using ModiFace. It allowed users to try out different make up products virtually, for instance users could see what each different colour of lipstick looked like on their face using the camera in their phone. It also gave additional information on other products that would be useful when paired with selected options. There was even an additional option that showed users what their skin would look like after a few months of one of their skin care routines.

Bridget Dolan, head of innovation @ Sephora, can see the potential for a long-term AR strategy. “When it comes to augmented and virtual reality, it can only be successful if it’s truly useful,” Bridget said to Glossy. “We weren’t interested in just buzzy. A lot of things like technical accuracy and timing had to come together, and there was a time last year when, during testing, we hit a tipping point.”

examples of augmented reality

This use of augmented reality isn’t just a gimmicky attention ploy, this application is genuinely helpful, addressing a widely held ecommerce problem around selling make up products online, and as a result it drove an increase in conversions. It also drove a lot of awareness for the brand online as the AR experience was also highly shareable.

Timberland AR Mirror

Now I don’t know about you but I am certainly not always in the mood to be trying on clothes, I wouldn’t say it’s close to putting me off all together or anything like that but there have definitely been a few occasions that I’ve bought something to try it on later at home, with the intention of returning it afterwards if I didn’t like it.

So all in the name of convenience and being sound, this example of augmented reality was brought to us by Timberland who created a virtual fitting room in Moktow Gallery. It was created using Kinnect motion capture and it allowed the user to see their head paired onto a similarly sized model body with a bunch of different outfits that you could try on virtually. Ultimately if you want to use AR, its best to do it in a unique way that actually addresses a genuine problem for the consumer. Okay maybe fitting rooms aren’t the worst of all problems but non the less the Timberland brand was able to stand out as a more helpful brand that is happy to offer a fun alternative.

examples of augmented reality

Disney Coloring Book

A couple of years back now Disney launched a unique way for kids to see all of their favourite characters in the real world using augmented reality. The Disney research team built an AR application that would project the coloured in images from a colouring book into 3D renders using only a mobile phone or tablet. This sort of tech is really not that mainstream and is really in its infancy, however it has the potential to usher in an entirely new way for kids to play with their imagination.

L’Oréal Makeup App

This example of augmented reality is actually pretty similar to the concept behind IKEA app or even the home depot paint changing app. The cosmetics company L’Oréal created a mobile app that allowed its users to try different types of their makeup products. It worked pretty much like an Instagram or Facebook AR camera effect, except it was released a few years before Spark AR studio was even hinted at.

AMC Theatres

Being able to deliver your message when and where your audience is looking to receive it is very much a critical part of any successful marketing strategy. This is even more true when we are talking about it in relation to AR.  AMC Theatre implemented AR technology into their AMC app because they knew that their audience was going to be most interested in viewing additional movie related content whilst waiting at the cinema. When a user saw a movie poster in the lobby, they could use the app to scan the poster which would give them access to more information as well as the trailer. It also had an ecommerce functionality built in that allowed the user to buy a ticket immediately if they liked the look of the film after watching the trailer. Again, like all effective AR apps this one is providing convenience by bringing the ecommerce element right to the same place that the user is watching the trailer and it is getting their attention in the first place through AR.

AR examples

Weather Channel Studio Effects

Television news has used special effects in its programming on a daily basis for years now. For instance, the weatherman segment has been using green screens for years to give that map overlay effect. The Weather Channel is after taking this up a notch as they are now using AR to illustrate some of the even more extreme weather and its effect. Over the past few years they have been using examples of augmented reality to show a 3D tornado live on set, highlighting the height of flooding that is likely to occur during storm surges and hurricanes. They even recently drove a virtual car through the studio to demonstrate how easy it is for vehicles to lose control on icy roads. We can imagine that news, weather and sports broadcasters will continue to champion AR as a way to improve the television experience for their viewers.

U.S. Army

Here’s some examples of augmented reality that isn’t just for fun and games. The US Military has been experimenting with augmented reality programs that have been designed to be used during combat. These programs would help soldiers in the field to identify and distinguish enemies from friendly comrade. They also have an enhanced night vision that looks pretty bad ass. This system is still under development and it could be a few years yet before it sees any real action, but its pretty easy to see how innovations of this nature would certainly improve efficiency and would surely save lives.

Christmas AR

The Best Christmas Instagram AR Effects

By | Augmented Reality | No Comments

The Best Christmas Instagram AR Effects

It’s pretty commonly accepted at this stage that Christmas, just like the Super Bowl, is a rather momentous occasion in the world of advertising. Everyone waiting to see what the big brand advertising agencies have been working on for the last year in an attempt to reduce us to warm nostalgic tears. Que some shit from the 90’s.  Well I for one am glad we are bombarded with all the ads and not just because I make them. This year we have seen a big push in augmented reality largely through the official release of Facebook and Instagram AR camera effects and I for one have been both looking forward to and planning the AR possibilities for this Christmas.

During this time of the year people tend to be actively searching for more ways to create deeper connections with others, and let’s face it, AR filters have certainly already proven their effectiveness at bringing people together with the touch of a mobile device. Christmas is also quite a busy time for charities and other non-profits. Something about the flashing lights and extra pints that gets everybody’s hands in their pockets. AR filters can be a seriously great tool to leverage an awareness campaign through Instagram and Facebook due to the increased shareability of the content they produce. There are so many different reasons to consider AR effects the perfect promotional tool for boosting any Christmas campaign this year.

It doesn’t matter if you are using Facebook, Instagram or Snapchat as your main social channel, all of these platforms are now facilitating AR camera effects and it’s clear they aren’t going anywhere anytime soon. Which is great news for any brands looking to add some smiles to the faces of their followers. And not just because the AR filter are that good, but because with AR you could literally add smiles onto their faces.

If you want to find out more about using AR effects, you can check out our last posting on publishing Instagram AR effects. In this article, we will look at some different Christmas campaigns that utilised social AR to help increase their campaign uptake. Hopefully this gives you some ideas of your own Christmas AR campaign. ?

Starbucks

Back in November at what I can only presume was the very second that Halloween ended, Starbucks released four Christmas Instagram effects which were activated when you scanned any of their limited edition Christmas cups. The aim was to bring their customers attention to their reusable cups and to promote a more eco-friendly lifestyle. This is not Starbucks first time venturing into the AR waters for a little Christmas dip. They released a Snapchat filter during the Christmas of 2016 that turned you into a load of carol singers.

Christmas Instagram AR Effects
Christmas Instagram AR Effects

M&M’s

Definitely a go to concept for a Christmas AR effect, M&M’s created a lens that turned the user into Santa, whilst also managing to included their product quite nicely. Cleverly the fairy lights are made out of M&M’s that light up when activated! This lens was actually created to allow to people to use it at the same time. In the case of this Snapchat lens the second user became a reindeer.

Christmas Instagram AR Effects
Christmas Instagram AR Effects

McDONALD’s

It isn’t just face filters that are dominating the AR filter game! There was a Snapchat lens that you could unlock only if you scanned McDonald’s Christmas packaging. When open a cute reindeer appeared that was dancing. This AR filter effect was linked with that popular TV spot where Santa went to Maccies to get some carrots for his reindeer. The real key to any successful campaign is the combination of AR with other forms of advertising media. It builds on and enhances any previously created connections points and ultimately it helps you to ideate an AR filter that won’t need to rely heavily on branded assets but will still generate some good marketing ROI.

FOOT LOCKER

An Instagram unboxing experience! This AR activation lets all you sneaker heads virtually unbox the new Gatorade AJ1’s that were released for Christmas.

The lens was pretty innovative at the time and it allowed used to check out the sneakers in a 3D virtual experience, try them on, take them for a walk, maybe even a dance as well as tons of other fun hidden extra functionalities to increase engagement like a basketball hoop. By hijacking the online unboxing phenomenon, Foot Locker made a virtual product demo a seriously shareable experience that was founded upon actual sneaker culture.

Read more at thedrum.com

COCA COLA

When it comes to creating some hard hitting Christmas nostalgia no brand has really come close to that of Coca-Cola. And luckily for us all they have decided to include AR into these Christmas marketing efforts! A great example of this was a Facebook AR Camera effect made by Coca Cola Kenya that allowed the user to become Santa #besanta. As Santa you were now free to send personalised holiday messages to all your friends and family.

Read case study

As you well know this time of year gives marketers a host of opportunities when it comes to producing fun branded Christmas Instagram AR Effects and filters that are likely to be shared even more than other times of the year, as friends and families look for ways to share some laughs and some festive spirit. So if your agency, brand, business, organisation, charity or non-profit have never attempted to utilise AR in one of your campaigns, tis the season to do it

 

If you have any questions or would like us to tell you how you could use AR to grow your online presence just get in touch!

Branded AR Effects

Instagram AR Effects. How To Publish Branded AR Effects?

By | Augmented Reality, Digital | No Comments

A few months ago, Instagram AR beta was officially opened. What that means is from that very moment, everyone, including brands, could publish their own AR camera effects directly onto the Instagram platform. It’s certainly been enormously popular and has only added to the engagement with the mobile app. In fact, an AR camera effect created using Spark AR can be distributed quite easily to almost anyone, anywhere, making it a truly powerful promotional tactic. What’s more, it is really effortless to publish them and to share them with all of your Instagram or Facebook followers. And if you have any trouble we would be more than happy to help assist you with everything from the creation to the publishing or distribution of a Facebook or Instagram camera effect.

Promotional Instagram AR Effects

There is a bit of a difference when it comes to branded AR effects made for the purposes of promotional activity versus the all the other kinds of effects. For pretty obvious reasons we will only really address branded AR effects. Firstly, it is important to determine what would be deemed a promotional AR effect. There is ultimately two main things that will determine whether an AR effect is promoting a brand under the judging eyes of the Instagram platform: is the account that the effect is being published to belonging to a brand (business pages are probably a bit of a give-away), or else could the content within the effect itself be construed as promotional. Instagram is with doubt the strictest platform when it comes to branded AR camera effects. It is nearly always seen as a promotional AR effect when it included either a brand name, logo, product name or product image. Of course, sometimes you can get lucky with the approval but more often than not it’s going to be tagged as a promotional AR effect on the Instagram platform.

So Where Are Promotional AR Effects Displayed

1. Instagram Profile

Whenever any user visits your profile on the Instagram platform, they should be able to see all of your different AR effect in the Effects tab. You can simply go there when you click the icon below your Story Highlights.

2. In A Story

When flicking through stories, if you come across any using an AR effect it will highlight the creator/publishers name at the top. You can click on them to yourself to try out the effect.

3. The Effect Gallery

This option only relates to those users who are already following your Instagram account. When they open their Instagram camera and scroll right through their effects tray they should be able to come across your effect. Promotional effects will only ever be shown to users who are following your profile.

5. Links To Effects

Lastly every single AR effect will have its very own unique URL. With this link you can essentially post it, publish it or share a link just about anywhere to promote it further, When somebody clicks the link it will go ahead and open the AR effect in the Instagram platform, unless they don’t have the app in which case they will be prompted to download and install the Instagram app. Its one of the simplest ways to share an Instagram effect.

Promotional Instagram AR Effects

It really couldn’t be simpler to publish your branded AR effects through the Spark AR Hub. That’s the place that allows you to upload and manage any of your FB and Instagram AR effects. You sign in using your Facebook account logins, this means that any effect uploaded through that account will be the publisher of the effect even if you did not actually create it yourself. This means branded AR filters will be shown as belonging to the brand account that uploaded them. When uploading your effect you will need to also upload an icon for the effect, you can then wait to see if it has been approved which usually takes about a day and then finally you can upload a demo video of your effect. It is really important that this demo video is of a decent standard and is in some way appealing as this will show up on your public profile and the Instagram Effect Gallery. You can also see how well your effects have been received using Spark AR Hub.

Checking Out The Results

The data that is ready available to you, we mean the actual information that you can get access to really isn’t that detailed at all but at least it’s something to go by. The insights include Impressions, Captures and Shares. Impressions are pretty much what they say on the tin, this is the number of times that the AR effect has been displayed on a screen. Captures is the number of photos or videos that have been taken using the AR camera effect. Shares show how many of those photos were used in an Instagram story.

Name And Icon

So when it comes to creating an icon for your Instagram AR effect there are some specific guidelines that you need to ensure you adhere to if you wish to get your AR effect approved. The most important of all these guidelines is that the icon needs to clearly represent the camera effect. Another important guideline relates to the name of your AR camera effect, which is unable to include any names of businesses or people and, also, cannot be more than 20 characters in length. If you want to see the full list of rules and regulations, along with a template and some general best practices then feel free to click here.

This post should hopefully have covered some of the more important information that you may find yourself needing if you were ever considering beginning the production of an Instagram AR camera effect for your own brand. If you’re interested in finding out some more information, you could check out Spark AR website as there is quite a bit detailed out there or as an alternative you can head on over to our blog, as this a topic which we often cover. Or if there are any specific questions that you may have or if you are looking for someone to create an AR camera effect for you or your brand then please do feel free to get in touch with us!