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 in 3D

WHY HAS AR BECOME POPULAR ?

1962 1975 1990 1992

2011

1998

200220082009

History of AR

36% of the UK now own a smartphone

CARLSBERG AR PROJECT

The Task

Raise awareness of / drive engagement with 3D promotion

Use technology to deliver a ‘talked about’ Carlsberg experience

How did we settle upon AR ?

Opportunity to deliver Carlsberg brand experience in form of a game

Campaign Idea (Turn 3D give-away into a game)

AR experience triggered by marker printed on packaging

The Technology (Marker Based AR)

Carlsberg branding effective on mobile

Impressions 12,980,754

Clicks 150,588 +87%

Delivered CTR 1.16% +132%

25% of all users who clicked the advertising went onto download the application

Application Performance (no 3 in the free entertainment chart)

Application was downloaded on 52,239 occasions

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

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 !