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My name is Cathy Hackl and I am a VR consultant. I work with brands and agencies to create VR and AR strategies and I want to chat with you guys a little bit about the shift that’s happening in content. So, this is one of the easiest definitions that I’ve ever found for AR and VR. You’ve heard many definitions here. This is really easy. So pretty much, AR adds to our world, to our reality. And VR creates new worlds. So, this is actually a graph that Mark Zuckerberg showed at F8 this year. And for marketers, anyone here that’s working in marketing communications, this is what you need to really take home with you, is that there is a shift in content happening, a very important shift. We’re moving away from that 2D flat environment to an environment that’s 3D, 360 and sometimes holographic.
I actually got holograms just last week, so very exciting and I want you guys to go down the rabbit hole with me here. So, we’re moving away from the idea of storytelling where we’re just receiving that information to a time where we’re going to be doing story living and story doing. So these are some terms that I am really passionate about, especially if anyone’s experienced VR — which I’m sure many of you guys here have — you’re really being part of the story. You’re coming to be an active participant in many of those experiences. We’re going into that story living kind of new era. And with augmented reality, we’re actually in some way, shape or form going to start doing story doing. So you’re probably going to see those terms pop up a lot more as we move forward. And, for augmented reality as much as we talk about it, and like Tom said, there’s really like from a commercial standpoint, we’re still not there. I personally believe that for augmented reality to really become mainstream, it needs to have two things. It needs to have utility in context because it needs to solve a problem, needs to make our lives easier, and it’s going to contextualize our realities. So one of the examples, this is not a marketing example, but one of the examples that I hope can inspire you is an example from the Weather Channel, which is based here in Atlanta. I live in Florida and I was watching the Weather Channel obviously through Irma and everything that was going on, and they’ve started to use augmented reality to bring that utility to the consumer, and also to put things in context.
So this is a short clip. “Let’s take this car and bring it out into reality or augmented reality and talk about how the weather plays a role in your driving. Now even when there’s no rain and the roads are dry, when you’re driving at 45 miles per hour, it takes about 80 feet to stop. And that’s, of course, assuming you could tread on your tires, right? And assuming the road conditions are okay those other factors. Now let’s put into play some weather. We know that there are more than a million accidents every year that are weather-related.”
So basically, this example and the ones I watched when I was preparing for Irma, you know, instead of having a newscaster telling me there’s going to be 12 inches of rain, the Weather Channel had augmented reality graphics that showed you what happened at 10 inches, what happened at 20 inches, you know, when cars started moving away when there’s like this amount of rain. I think that that brings that utility in context. So, when you’re thinking about your marketing campaigns, how can you start thinking about how can this be useful and really bring something to your consumer?
This is a company, a friend of mine has this company in LA called AR Wall and they’re starting to disrupt the entertainment industry. You know, obviously here in Atlanta, you guys are doing a lot of filming, a lot of, you know, big names are coming here to film, but basically what this is doing, and they have a partnership right now with NBC Universal, this is an AR Wall and it’s gonna reduce the cost of filming and it’s going to reduce the cost of BFX. It’s truly mind-blowing. I don’t think that this demo necessarily shows how powerful this technology is, but when you start thinking about your campaigns, think about how this can be used, you know, to bring augmented reality into your marketing.
AR and VR are also disrupting shopper marketing in virtual reality commerce. What am I about to show you is actually an example from one of my consulting clients. They’re called You Visit and they’re based out in New York. And, we always talked about how do you solve the virtual reality commerce problem? Like it’s great that you can use something in VR, but how do you get people to take action into actually buying something? So I’m going to show you this example. They partnered with Swarovski. They have a home line and also with Masterpass.
So you’re in the experience looking at these very high-end Swarovski home products. Of course, that’s crystals, right? So say you found something you like. So, you just bought something in virtual reality. That’s virtual web e-commerce, while we call it e-commerce and they’re one of the companies that is leading this amazing opportunity because, you know, these are high-end products. Not everyone can go to the showrooms and, you know, not everyone can handle these things, so it’s a great way of taking places to let people to that showroom.
And then it’s also disrupting customer service and influencer marketing. I want to talk about influencer marketing. I moonlight as a social media influencer, as well. So I can tell you, for example, a platform called Isaiah that does a lot of influencer marketing. Some of you guys probably use that if you’re in the marketing communications field — they just launched something called augmented sponsorship where they’re using their influencers, and instead of having to ship all of them, let’s say a computer or a phone, they’re doing all these augmented sponsorships through augmented reality and their platform. So basically, let’s say they just did a campaign with Court, which is a furniture rental company. They, you know, they sent all these assets, these augmented reality assets to these know these influencers, and they were able to use those assets to show them in their home, etc. We’re also starting to see this with holograms as it pertains to a company called Holo owned by 8i. Actually, I just saw this hologram from Ventana. I’m going to show you. It’s a concierge. The first holographic concierge.
“You can ask me about the stores, hours, products, parking, and more. Julie, I’m hungry. If you’re looking for a sit-down meal had to the Italian restaurant Ontu for their signature pasta dish. Where can I park my car? The closest parking lot is located two blocks from here. Thanks for visiting Shop.org. We hope you found everything you were looking for. Bye!”
This is from a company called Ventana that does display holographics. They’re trying to be display agnostic, so they’re trying to move away from this place to actually have holograms. And you can imagine this for the service industry, for example, your hotel or things of that nature. So this company’s doing really amazing stuff. They unveiled this last week at Advertising Week in New York and also Shop.org. I want to kind of leave you guys with a quote that I think is really powerful for me that I really think is the future. I think that for VR and AR to move forward, it has to be powered by certain things. It has to be powered by AI. Very important. It has to be powered by 5G. We need that connectivity and also blockchain. I know that a lot of people going to be like, what does this have to do? But I’m sure we’re going to get into it and in the conversation, but I think that these three components combined with VR and AR are really going to move our humanity forward and move our marketing forward as well. So, thank you.