E3 PowerPoint Template

Digital and physical experiencesNicola Hinds Strategy and UX Director

Kick off today talking about how digital can enhance physical experience, why weve seen growth in that area and most importantly why thats important

connectedVr/ar medical phobias/bikeData - Dunkin donuts Haptic- virtual hug/kiss

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Why is experience so important?

Start by looking at experience has grown in importance over recent years..2

78% of Millennials said they would rather spend their money on experiences not things

PWC 2015

Over the last 2 years weve seen a much discussed shift in consumer behaviour largely driven by millennials

By millennials Im talking about 16-35 years

Fact is they have fundamentally different attitude to life, brands and the products/services they offer than their lightly older gen X counterparts. Seeing this play our across all generations

Much of the focus for experience led solutions is being driven by a substantial shift in consumer behaviour largely driven by millennials (16-35 year olds)

Millennials come up time and time again but why do we talk about them so much? Largest consumer generation ever - Spending power of $200 billion annually in the US (significantly more than the slightly older gen X)Adopt and adapt to new technologies at a higher rate than previous generationsTypically regarded as bellwether group catalyst for mass market adoption so if any behaviour monitored its theirs

The perception of what is valuable has shifted. Its the experience that exists around a product or brand that makes it increasingly desirable, or at the very least preferable.

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Title slide needs adding

The perception of what is valuable has shifted. Its the experience that exists around a product or brand that makes it increasingly desirable, or at the very least preferable.

For them its around experiencing, rather than purchasing.

Perception of what is valable has shifted

Experience can clearly either be digital or physical or a combination of both.

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Elasticity of experience.

Layering digital into that experience can give you elasticity over that expeirenceBefore. During. After the actual physical manifestation.

Amplify during OR allows it to become valuable.

Potentially an experience that will last 20 mins can be stretched over multiple days and potentially relived multiple time5

Creating experiencesWireless communication technologies Enhanced environmentsReal time data Haptic technology

Quite frankly loads of areas I could look at mobile payments for example, but theres not a lot of new stuff to say in the space.

Look at some example across a number of different areas, particularlky where there is likely to be growth in 2016 see how brands are using different tools to integrate digital into physical to create an enhanced experience.

Heart of most experiences is the smart phone????

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1. Wireless communicationsWireless, NFC, Bluetooth, iBeacons

Wireless communication in the form of NFC, wifi, bluetooth, beacons etc is the enabler for many seamless hybrid physical/digital experiences to be merged.

Widely used across retail, transport, leisure industry and for mobile payments not going to focus too heavily on these. Only so much I can say about mobile wallets/retail beacosn that you havent alrady seen

Where the experience enabled by wireless has been really well thought through.

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Cooper Hewitt Museum

The cooper Hewitt museum in the states that has really considered about HOW is can bets create an experience integrating digital

Shared experiences are a fundamental building block of museums all too often the digital experience can be quite independent. Apps that guide you or allow you to interact with the exibits.

The focus on art and design only natural for them to introduce an interactive pen which you pick up on arrival (think of your waitrose zapper

The pen allows you to collect and save objects of interest from around the galleriesTransfer your collections to the interactive tables to explore them in more detail or add more objects add your own versions. How would you design a chairAlso enables you to inteact in their immersion room. Deisgn your own wallpaper and virtually change that. Viw your collection, your design at a later date

35% of people to return after their vist to review. Lower than their target but still impressive.

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Levis stadium

49eres alsoa Levis Stadium smartphone and tablet app, which offers the following features:

Thinking about the role digital has to play in elevating the experience:

Logistical:

- guide people to the parking lot entrance closest to their seats, and then once inside, guide them to their actual seats. - four replays at a time during the game, seeing the exact replays shown by the studio as if they were watching at home on their TV

Enhancing the football experience apparently only 15 mins

- They can also get stats and other info related to the game via this app. - guide fans to the closest bathroom with the shortest lines - order food and drink from any seat in the stadium and it will be delivered directly to their seats.

Driven by the fact that they Actually only 15 mins of activity

Real value to maximise the value from your tickets particularly for repast visitors

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Nivea band

Nivea Brazil

Example is a couple of years old now but so great I wanted to include it.

Really shows how when you think about specific areas digital really can enhance a physical experience

Won them a canne lion10

2. Enhanced environmentsVirtual reality, Augmented reality and Mixed reality

With the development of new, affordable technology such as a the occulus rift, Samsung gear and google cardboard the growth of Virtual, augmented and mixed realities is set to be exponential in 2016.

Start to look at how this is being used by brands to elevate a physical expeirence. .

Just existing in a virual world is already no longer enough experience that compbines physical and digital that gers peopke really excitedb

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Ride on goggles

AR in its very nature is about overlaying information onto your real world experience

Ride on googles currently only in prototype

Ability to see the piste mapInformation on the terrainReal tiem feedback to make you a better skier/boarded

Games to play with yourself or friends5/3/2016

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The Berlin Wall is back

Source: http://bit.ly/1MPzHYK

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Hyan

Hyundai AR user guide

AR guide - Designed to focus on the key elements of maintaining a car to reduce cost of ownership

Simple/elegant. Not whizzy. Certainly not rocket science

Focused on initial model

Hyundai Virtual Guide is compatible with the 2015 Sonata model, and soon after it will become available for additional models. The guide recognizes more than 45 major features of the Sonata and contains 82 how-to videos, six 3D overlay images that appear once users scan different areas of their vehicle, and more than 50 informational guides.

automaker will soon be launching an augmented reality guide to help users with repairs, maintenance and vehicle feature information.5/3/2016

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Mainstream VR entertainment

The thrill of riding a rollercoaster is no longer enough. Riding one wearing a VR headset that takes you to outspace.

Digital pushes the experience to another level

The vpoid increases experience from 10 min VR to an hour long immersion/exploration 15

NEW York times hugely forward thinking in the way they have embraced digital most recently through the use of VR

November last year launched a VR edition of the Sunday times in partnership with GE. Looking at how they could create immersive storytelling. including a film, focusing on the ways nature inspires innovation in aviation, energy, and communication to really connect people ot content Subscribers were sent a phycisal copy of the magazine with a google cardboard. All the had to do is download the VR app from NYT and enjoyHugely successful for them - Overall, 1.3 million subscribers received GE-branded Google Cardboard headsets, and an additional 500Kreaders requested the headsets online for free. GE enjoyed 40K social mentions, with over 99 per cent positive sentimentfrom its display and mobile activations across channels

Embracing the immersive experience that VR can provide, allowing them to take news consumption to a new level. Giev you another reason to subscribe. Start of ongoing programme of VR storytelling

e Grid (a partnership between OMD + Giant Spoon), along with client GE,The New York Times,and Google Cardboard, recently created an activation that put VR into the hands of the consumer for the first time at scale.This move allowedThe New York Timesto re-define journalism and create a new canvas for its global readership.On 5 November, 2015, the NYTs app launched with a VR edition of theSundayTimes, including a film, focusing on the ways nature inspires innovation in aviation, energy, and communications. Subscribers received the magazine, which featured GE ads and branded Google Cardboards. By doing this,GE gave consumers thecapability of experiencing VR, guided by one of the worlds greatest storytellers.Overall, 1.3 million subscribers received GE-branded Google Cardboard headsets, and an additional 500Kreaders requested the headsets online for free. GE enjoyed 40K social mentions, with over 99 per cent positive sentimentfrom its display and mobile activations across channels. The activation also garnered media coverage inAdvertisingAge,Gizmodo,Fast Company, Forbes, andFortune.

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3. Data fueled experiencesReal time data, Artificial data

With the development of new, affordable technology such as a the occulus rift, Samsung gear and google cardboard the growth of Virtual, augmented and mixed realities is set to be exponential in 2016.

Start to look at how this is being used by brands to elevate a physical expeirence.

Just existing in a virual world is already no longer enough experience that compbines physical and digital that gers peopke really excitedb

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Wifi tracking

Wifi tracking Visitor numbersDwell timeInterestInfluenceVisitor flow

Using data at a a physical event can quite franky just make life easier

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Seeing real time data being used as a campaign tool. To create an enhanced experience around the mundane

In an effort to increae health awareness in china. Chinese diary brand YILI launched a campaign to replace 6000 bus handles with health monitoring systems blood pressure, heart rate etc.

Instant response you could also synce it with existing health apps to give people real tie ehealth information for regular commuters

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Weird little toys using Watson

Again much has been written about the growth of cognitive technology. so articfical intelligency. One of the platforms at the moment that is getting some real traction is IBM Watson.

If you boil down the capabilities of this technology to its fundmentals Watson allows you to take a huge volume of data, interrogate it with natural language and get a natural language response. It also constantly learns based on that inetraction

One company is currently developing a cognative toy. A constant companion for your child to support their play and development. Constantly leaning about them and pushing their development. Multiple thousands are already on pre-order by ambitious parants!

If anyone is interested in the capabilitie sof watsoin specifically grab eme after as we are currently working on a projuect for one of our clients to implement this.20

4. Haptic technologyHapticor kinaesthetic communication recreates the sense of touch by applying forces, vibrations, or motions to the userWikipedia

VRWearable products???

Haptic feedback to overlay the digfital expeirence that portneilly overlays the physical!5/3/2016

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$51.4 billion by 2018

41% growth this year alone

There arent a huge amount of commercial examples - other than a lot fo the ones you are alrady aware of.

Show you the power of this technology to really enhance experiences particularly in the medtech

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Erik Weihenmayer

Erik Weihenmayer's BrainPort - medtech

All feel pretty shallow on weds morning

Erik is pretty inspirational. At 13 he became blind. Working in partnership with technology companies to enable more blind people to live the type sof lives they want.

As a result he was the first and only man to climb to the top of Everest.

He did this through using haptic technology - which effectively allowed him to see!

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Brainport technology

Staggering the uses of technology enabling experiences.5/3/2016

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But many are not quite there yet

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Cashless payment fail at Download

Dont force digital on your user it shouldnt be THE prequesite to enjoying the physical experience

Think about your audience at whether they will have the tech to work with and the appetite to use.26

A 2014 survey found that just 15% of Smartphone users had ever used a QR codeEffort should match reward

Ensure the anything you introduce - the effort matches the reward

QR codes great example of this - requiring specific technology - not giving you a lot of value 27

Max Factor

Yet were still seeing failry rudemantary/clunky executions

Max factor launched a new app using Blippar earlier in the week allowing you to scan makeup to access tips and reviews on each of the products supplied by boots.. Based on the insight that 70 of people research beuty products online whilst 90% of purchases still made in store.

Intrigued to see how many actually download an app to do something that isnt a high value or particularly frequent purchase?

The make-up brand, which is owned byProcter & Gamble, has partnered with visual browsing start-up Blippar to make its entire range scannable through the app. By scanning a product, customers will gain access to related content, including reviews, tutorial videos and before and after pictures. Max Factor will be using reviews from online retailers such as Boots to ensure they are not biased.The app was built after Max Factor found that women are increasingly using their mobile phone at point of purchase to validate their choices. Laure Murciano, global brand manager at Max Factor, told Marketing Week that while 70% of women research online before buying beauty products in-store, 90% of purchases still happen offline.

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In conclusionWhat does this mean for you?

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Elasticity of experience.

Digital gives you the elasticity of experience

Stretching out that experience - Before. During. After. Enhancing that experience to another level. Different to any other experience

Thats what will give brands that provide a physical experience whether thats a visitor attraction, a ?????30

Consider the experience before, during and afterConsider your audience and mobile usage Use proprietary technology wherever possible or make it worthwhileEstablish a purpose

Considerations

Undoutable that digital if delivered in the right way can create elasticity around the experience.

Establish a purposeConsider the experience before, during and afterDont do something that doesnt fit the audienceConsider your audience and mobile usage Use proprietary technology wherever possible

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Expectation is the root of all heartache William Shakespeare

Brands are effectively combining physical and digital to great effect. Make sure that you are in a position where 32

Thanks.nicola@e3.co.uk

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nicola@e3.co.uk

Thanks.

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