Carlsberg AR Application. WHAT EXACTLY IS AR ? 1) AR combines the real world with the virtual world 2) AR is interactive and in real-time 3) AR is registered.
Post on 29-Mar-2015
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Carlsberg AR Application Slide 2 WHAT EXACTLY IS AR ? Slide 3 1) AR combines the real world with the virtual world 2) AR is interactive and in real-time 3) AR is registered in 3D Slide 4 Slide 5 WHY HAS AR BECOME POPULAR ? Slide 6 1962 19751990 1992 2011 1998 200220082009 History of AR Slide 7 36% of the UK now own a smartphone Slide 8 CARLSBERG AR PROJECT Slide 9 The Task Raise awareness of / drive engagement with 3D promotion Use technology to deliver a talked about Carlsberg experience Slide 10 How did we settle upon AR ? Slide 11 Opportunity to deliver Carlsberg brand experience in form of a game Campaign Idea (Turn 3D give-away into a game) Slide 12 AR experience triggered by marker printed on packaging The Technology (Marker Based AR) Slide 13 Carlsberg branding effective on mobile Impressions 12,980,754 Clicks150,588+87% Delivered CTR 1.16%+132% 25% of all users who clicked the advertising went onto download the application Slide 14 Application Performance (no 3 in the free entertainment chart) Application was downloaded on 52,239 occasions Slide 15 Application Usage Statistics 82,372 user sessions 44% played 3+ minutes per session 15% played 10+ minutes per session Overall consumers spent 15.3m seconds playing the game which works out as 4,253 hours Cost of 0.0046 per second spent of engagement Time spent playing with app more than justified costs Slide 16 Slide 17 Summary This was the first ever on-pack AR promotion within the UK Juniper research highlighted Carlsberg as AR pioneers ! Campaign delivered unrivalled levels of engagement Mobile AR is in infancy, but a great start !