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AUGMENTED REALITY & MARKETING RAUL GASA AUGMENTED REALITY BARCELONA - MEETUP-04 2014-january-23 MOBILE WORLD CENTRE Brand & Social Strategy 04 ISIDRO NAVARRO AR & VR - Architect

Augmented Reality - AR & Marketing

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Presentation of the Meetup 'Augmented Reality Barcelona' celebrated on January 23, at Mobile World Centre. Isidro Navarro – CEO at INAR, organizer of the meeting -Introduction to AR & Marketing List of speakers: Raul Gasa – ENGIDIA, Toni Biada, CEO at EINNOVA - Marketing with Augmented Reality, David Marimon - CEO at CATCHOOM - Presentation of application CraftAR and summary of actuality in AR, David Montero - LAYAR - Introducing AR campaigns with LAYAR, Roger Pastor - Co-founder at PANGEA REALITY -Presentation of projects for Marketing using AR, Raman Sidhu - BLIPPAR - New trade techniques with AR World Mobile Center Presentations, demos and projects at the World Mobile Center, it is an open space for citizens. It houses a permanent exhibition and offers an agenda of activities related to current, trending and future issues and projects based on the social, cultural, technological and economic transformation brought by mobile technology. Therefore, it is a place to visit and experience, to share new approaches and opportunities, to enjoy and learn.

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Page 1: Augmented Reality - AR & Marketing

AUGMENTED REALITY & MARKETING

RAUL GASA

AUGMENTED REALITY BARCELONA - MEETUP-042014-january-23

MOBILE WORLD CENTRE

Brand & Social Strategy04 ISIDRO NAVARROAR & VR - Architect

Page 2: Augmented Reality - AR & Marketing

INTRODUCTIONAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

kt

• Introduction– ‘Augmented Reality Barcelona’ new branding– Top trends for 2014

• Development• Applications• Related Themes

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Page 3: Augmented Reality - AR & Marketing

INTRODUCTIONAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktAugmented Reality Barcelona

New brand

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Page 4: Augmented Reality - AR & Marketing

INTRODUCTIONAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktAugmented Reality Barcelona

Why a brand?

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• A brand is stronger than just a Meetup group

• Get together companies and professionals of AR development

• Networking and projects

• Be a reference in Barcelona for AR technology.

• Think global – act local: From Barcelona to the world

Page 5: Augmented Reality - AR & Marketing

INTRODUCTIONAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktAugmented Reality Barcelona

Online Identity

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INTRODUCTIONAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktAugmented Reality Barcelona

Web site: Act as community and a magazine

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• Main challenge: Be a reference in AR in Barcelona (…to the world, remember…)

• How? With your help

• Why? It’s helpfull for all of us (not only developers but also agencies)

• What? Your news, your expertise, your point of view. It is the best content

Page 7: Augmented Reality - AR & Marketing

INTRODUCTIONAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktAugmented Reality Barcelona

Social Networks

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Are what we are as a community

Are what we do (Events, Networking)

Is what we share

Is who we are as individual professionals (Networking)

Page 8: Augmented Reality - AR & Marketing

INTRODUCTIONAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktAugmented Reality Barcelona

Today on Twitter

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#ARBCN_mkt

Page 9: Augmented Reality - AR & Marketing

INTRODUCTIONAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktTop 10 Internet and tech trends for 2014IoT – Internet of Things

Wearable devices

Augmented Reality

Big Data and machine learning algorithms

mHealth technology

3D printing

Intraday delivery

Mobile payment and virtual currencies

Electric cars

E-learning

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Link to Post by Michael Altendorf

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DEVELOPMENTAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktCRAFTAR - CATCHOOMCraftAR can be used in two ways:

Full-fledged Augmented Reality - Use all features to show content overlaid on top of the real world. Examples are 3D objects, animations and interactive buttons.

Image Recognition only - Skip the pop-up effect and lead directly to content in full-screen. Examples are coupons, websites or additional information.

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WEB VIDEO

Page 11: Augmented Reality - AR & Marketing

DEVELOPMENTAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktCRAFTAR - CATCHOOMCRAFTAR CONTENT CREATOR

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Page 12: Augmented Reality - AR & Marketing

DEVELOPMENTAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktAURASMAAURASMA was originally created in 1996 as a British software company called Autonomy. The image recognition solutions were adopted by governments, businesses and organizations all around the world and in 2011, the Company was acquired by HP.

Now is a service of HP Autonomy.

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WEB VIDEO

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DEVELOPMENTAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktAURASMA STUDIOAURASMA STUDIO – CONTENT CREATOR FOR AURASMA

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WEB VIDEO

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DEVELOPMENTAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktJUNAIO - METAIOMETAIO Founded in 2003 in Munich, Germany by current CEO, Thomas Alt and current CTO, Peter Meier. Metaio, as a company, was created from an initial project with Volkswagen.

JUNAIO app was created in 2010

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WEB VIDEO

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DEVELOPMENTAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktMETAIO CREATORMETAIO CREATOR – AR CONTENT CREATOR FOR JUNAIO

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WEB

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DEVELOPMENTAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktLAYARLAYAR Founded in 2009 provides tools and services for augmented reality and interactive print.

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WEB VIDEO

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DEVELOPMENTAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktLAYAR CREATORLAYAR CREATOR – CONTENT CREATOR FOR AR CAMPAIGNS

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WEB VIDEO

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DEVELOPMENTAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktBLIPPARBLIPPBUILDER – AR CONTENT CREATOR

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WEB VIDEO

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APPLICATIONSAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktMcDonald's McMissionJUNAIO With the “McMission” application McDonald’s gives customers the chances to get an inside view into the company’s commitment to sustainability. The application is playful and includes a lot of information: From learning about renewable energy to proper waste disposal. “McMission” gives McDonald’s customers an engaging overview about the corporate responsibility report.

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WEB VIDEO

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APPLICATIONSAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktINITIONAR for Property Marketing and Real State

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WEB VIDEO

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APPLICATIONSAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktEXPLORE ENGAGEInteraction projects for Marketing and Industry

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WEB VIDEO

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APPLICATIONSAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktRETAIL - SLYCE & HOVR.ITSlyce & Hovr.it are currently developing a mobile app based on this concept that can be used to take pictures of a product in-store, enabling a user to purchase the item from the retailer immediately with smartphone.

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WEB

Page 23: Augmented Reality - AR & Marketing

APPLICATIONSAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktMOOSEJAW – MARXENT LABSMOOSEJAW X-RAY AR APP allows to see underwear products using x-ray illusion.

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WEB VIDEO

Page 24: Augmented Reality - AR & Marketing

APPLICATIONSAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktIBM - SHOPPINGIBM allows to know more about products and select with custom filters.

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WEB VIDEO

Page 25: Augmented Reality - AR & Marketing

APPLICATIONSAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktCATALOGUE IKEAIKEA launched the Catalogue IKEA App including AR to see contents of 3D models, videos and photo galleries.

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WEB VIDEO

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RELATED THEMESAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

kt‘SECOND SCREEN’ - GALILEOJUNAIO CHANNEL ‘GALILEO’ incorporates the ‘Second screen’ concept. It describes the parallel use of a smart device and a TV in order to interact with additional digital content available for the TV Shows, Movies or commercials the audience is currently watching.

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WEB VIDEO

Page 27: Augmented Reality - AR & Marketing

RELATED THEMESAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktaiMIRRORaiMIRROR enables shoppers to quickly create outfits by mixing and matching a wide range of garments from the retailer's in-store and online inventory and allowing them to receive feedback about their choices through social media and messaging.

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WEB VIDEO

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RELATED THEMESAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktGIMBAL - GEOFENCINGQUALCOMM - Gimbal Proximity Beacons

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WEB VIDEO

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RELATED THEMESAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktEstimote beaconsEstimote beacon has a built-in Bluetooth® 4.0 chip, also called a BLE (Bluetooth® low energy). The beacon can run for up to 2 years on a single included battery. The hardware is cover with the soft silicone case housing which also has sticky back side, allowing it to be easily attached to any flat surface like wood, concrete, or glass. When installed, the Beacons begin transmit 2.4 GHz Bluetooth®signals. The signals communicate with smartphones that are as close as four inches away, or as far as 200 feet away

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WEB VIDEO

Page 30: Augmented Reality - AR & Marketing

RELATED THEMESAugmented Reality & MARKETINGBy ISIDRO NAVARRO & RAUL GASA

AUGMENTEDREALITYBARCELONA.COM@AR_BCN

#ARB

CN_m

ktMobile to Mortar - inMARKETMobile to Mortar™ iBeacon Platform from inMarket is enabled by a virtually invisible beacon the size of a quarter that uses bluetooth to enable location based experiences.

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