11 Mar 2022
|
Mike Boland
AWE Talks: How Can AR Bring Static Media to Life?
Augmented Reality
Welcome back to AWE Talks, our series that plucks the greatest hits from the vast AWE conference archive. Fortunately, we now have a fresh batch of session footage from AWE USA 2021 to draw upon. And 2022's show will already be here in June.
For this week's talk, we spotlight MVP Interactive and 8th Wall's AR mural for the Tennessee Titans. CEO James Giglio walks us through the case study, from inception to execution to results. What are tactical lessons for immersive marketing?
See the full video below along with quick-hit takeaways.
– Throughout "metaverse mania," there's relatively little talk about the m-word's physical-world counterpart.
– In other words, how can immersive tech like AR add digital dimension and meaning to places and things?
– This "version" of the metaverse (a.k.a. AR cloud) is more fitting to the Greek root "meta," which means beyond.
– Can digital and dimensional content add value and meaning that goes beyond objects' physical states?
Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.
For this week's talk, we spotlight MVP Interactive and 8th Wall's AR mural for the Tennessee Titans. CEO James Giglio walks us through the case study, from inception to execution to results. What are tactical lessons for immersive marketing?
See the full video below along with quick-hit takeaways.
– Throughout "metaverse mania," there's relatively little talk about the m-word's physical-world counterpart.
– In other words, how can immersive tech like AR add digital dimension and meaning to places and things?
– This "version" of the metaverse (a.k.a. AR cloud) is more fitting to the Greek root "meta," which means beyond.
– Can digital and dimensional content add value and meaning that goes beyond objects' physical states?
– One answer to that question is location-based gaming, which Niantic has covered with PGO and Lightship.
– Another answer to that question involves stimulating local commerce or brand marketing with AR.
– The latter is what MVP interactive and 8th Wall did for the Tennessee Titans in a stadium-adjacent mural.
– Fans that are caught up in the excitement of game-day can activate the mural on their way to the stadium.
– The interactive mural features animated team iconography that emerges beyond the physical wall.
– And the results? The campaign achieved 1.2 billion Twitter impressions from fans sharing the experience.
– It also received a notable depth of engagement, in the form of a 2:23-second dwell time.
– This is more than 11x the average session length of online video (a close benchmark) which is 20 seconds.
– It also received a total of 1.5 million earned media impressions (non-paid) across TV and online.
– For more campaign dynamics, tactics, and learnings from Giglio, see the full video below...
– Another answer to that question involves stimulating local commerce or brand marketing with AR.
– The latter is what MVP interactive and 8th Wall did for the Tennessee Titans in a stadium-adjacent mural.
– Fans that are caught up in the excitement of game-day can activate the mural on their way to the stadium.
– The interactive mural features animated team iconography that emerges beyond the physical wall.
– And the results? The campaign achieved 1.2 billion Twitter impressions from fans sharing the experience.
– It also received a notable depth of engagement, in the form of a 2:23-second dwell time.
– This is more than 11x the average session length of online video (a close benchmark) which is 20 seconds.
– It also received a total of 1.5 million earned media impressions (non-paid) across TV and online.
– For more campaign dynamics, tactics, and learnings from Giglio, see the full video below...
Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.
