Welcome to the World of Broadcast Augmented Reality or Live Augmented Reality. Broadcast Augmented Reality is the future trend on which your entertainment and the way your interaction goes on with your favourite brands will depend in future. It has great marketing potential. It provides you with the ultimate and the best solution for your brand and helps to realise it’s potential. It is very effective in the target communication because of Augmented Reality
Engaging
As the user comes in front of the AR screen so it engages the user in a photo-realistic digital experience to meet a character who they idolise. This helps to engage the customer and hence it makes the target communication more effective.
Entertainment
The AR technology allows the user to interact with the character and it feels like the character is real. Hence it engages them and provides entertainment too. So we can say that it helps to experience engaging entertainment.
Brand/ Monetize
The Augmented Reality allows sharing the branded content for free or in exchange for money which gives tremendous opportunities for revenue generation through photo and video sales.
So, AR provides numerous benefits but apart from that, we must know how it works-
- At first, the visitor steps in front of the screen and the character appears on the screen right next to the visitor.
- The visitor interacts with the character and gets to have a photo or video with the character.
- After this, the shareable content is developed and the user can share it on social media by downloading it.
Here are some Live Broadcast Augmented Reality interactive project examples-
• The ADIDAS tango league AR experience–
In June 2018, INDRA Broadcast AR interactive system debuted by the participation of Marcelo Vieira, who is a Brazilian football player representing Red Madrid. The tournament was held in ADIDAS tango league. The participants of tango league surprised Marcelo with using his football tricks with the help of using AR technology.
Adidas example
- The system plays the video to attract visitors after that the players are called in front of the screen. The host asks them to show their tricks in front of Marcelo. The players start to show the tricks of their choice in front of the camera.
- The host records it on the iPad controller and a 30-second countdown begins. The visitor completes his tricks with Marcelo during 30-second timer and the countdown begins.
- When the countdown comes to 0 the experience automatically ends with Marcelo.
The different character options
Users can interact with a wide range of characters from athletes to celebrities.
Interaction through Broadcast AI
- Looped animations- In this the character go through a set order of animation sequence.
- Gesture control- Through this, the people can control the gestures of the characters through motion detection and gesture control systems.
- Experience control using a tablet/ mobile device- By using a mobile device the user can launch different scenarios in real-time.
How does a user share an experience?
The users can share their experiences by downloading it through-
•Social media uploads
• Printed on-site
Marketing and Advertising through live Augmented Reality
- Product placement– When you will know as a marketor that how your brand is associated with your customers than you can expand your market through different merchandise options like clothes, accessories etc.
- Ad loops/ images
- Brand logos- They are placed on photos and videos captured by the system, on the floor stickers and stage props in AR interaction area to engage maximum customers.
- Branded custom AR scenes- These are built around the brand ID and are custom made for a custom campaign or product launches.
How did Coke introduce AUGRAY for customer interaction-
Coca-cola used AR technology in 2014 with a partnership with AUGRAY. This event was referred to as share more happiness in India. It was a 6 days stunning marketing stunt at Forum Mall in Chennai. This helped Coca-cola to reach 10,000 shoppers selling over 2,100 coca-cola in one location. AUGRAY focuses on making the customer experience more interactive and creates an emotional connect with the brand. It adds value to the service and increases brand awareness and loyalty.
