In this presentation, I will explore the digital intimacy created by AR, and extrapolate how these new realities will change the way brands and consumer relate. We swim in the waters of digital connectivity, with discrete pieces of interaction or information floating around us; we pull at one or the other, or it bumps into us, startling us into noticing it. Currently that interaction primarily requires effort on our part: unlocking a phone, opening a browser tab, typing, looking at a screen. Augmented Reality / Spatial Computing is the catalyst for the next leap in user experience. With it overlaid onto our personal worlds, it will shape that digital water we swim in. There will soon come a point where navigating our world without AR overlay will seem as impossible as currently navigating without mobile phones would be. Once the connectivity and information moves to our faces having it woven throughout our day will become indispensable. The subject only becomes more complex with the addition of AI-driven digital humans - acting as both brand ambassadors, and our personal concierges. What is the impact this will have on human interaction? On how brands build relationships with consumers? On business strategy? Join me as I explore the future of what brand means in an immersive world.
Join 8th Wall in a discussion on how WebAR is driving real results for brands using this platform for marketing and advertising. The panel will discuss how they are incorporating web-based augmented reality into their campaign strategy to create content that resonates and converts, and how they foresee the landscape of advertising changing in the context of increasingly immersive media.
How do new products & services triumph in crowded marketplaces? What can we learn from neuroscience to help inform design choices? This talk will be a brief tour of the science and psychology behind making unforgettable experiences. The talk will also be a second-screen experience - where audiences are invited to contribute, share their views, interact and ultimately affect the outcome of the talk - in real-time.
The NBA has been at the forefront of creating innovative digital fan experiences. Scott Stanchak, the league’s Vice President, Emerging Technology, will detail how the NBA is using augmented reality, mixed reality and virtual reality to bring fans from around the world closer to the game. Stanchak will also discuss how the NBA is using a similar innovation process to enhance the live game-viewing experience.
This year NFL football fans were able to enjoy a new AR activation on-site in Miami, the host city of Super Bowl LIV. Utilizing the Unity platform, Bose created a beacon-based fan experience as part of the 10-day celebration leading up to the game, in partnership with the NFL and Trigger Digital. Fans were asked to don a pair of Bose headphones and approach a set of “players’ lockers”. Activated by a beacon, the lockers came to life with an audio experience offering content related to the relevant NFL player. For example, the fan may have heard a previously conducted interview between the player and a reporter. In this presentation, Michael Ludden, Global Head of Enablement & Principal AR Advocate at Bose, Tony Parisi, Head of AR/VR Ad Innovation at Unity Technologies and Jason Yim CEO at Trigger Digital will explain how this activation was developed and why an exclusively audio-first approach to augmented reality with tailored audio content can be a new way of engaging consumers that is often overlooked. The speakers will demonstrate what is possible with audio AR, including how it can provide a sense of motion and direction.