AR Immersion 2010: Summary: Experiential AR

Mike Schaiman (Managing Partner, Helios Interactive) and Edwin Rivera (President, Credelis Media Group) joined Total Immersion’s Rebecca Rogers at AR Immersion 2010 to discuss strategies for implementing experiential AR installations at events, venues, conferences, and in outdoor advertising.

Rivera suggested keeping experiences simple and practical, since due to the nature of these types of installations customers typically only visited them once. He advised having a strong focus on ease-of-use. Similarly, if experiences were too time-intensive, excessive crowds would form—in one Miami night club, people gathered around the experience so much that it became a safety issue. Finally, he recommended using attention-drawing visual and audio cues such as big block letters with a simple message.

Schaiman noted that AR has a learning curve and needs to be well placed on a trade show floor or in an urban setting to not encounter a hostile environment, such as camera-shy patrons, excessively dark lighting, or a location that is “passed through” by pedestrians rather than dwelled in. He suggested a strategy of creating subtle, unexpected experiences, and to staff a display at a tradeshow to create interactions that draw interest. He stressed that if people see an interaction they will flock around it. In locations with little traction, he suggested very simple billboards with minimal interactions. Meanwhile, excellent opportunities for AR installation lay in food courts, lines, corporate waiting areas, tourist destination sites, and other places where visitors tended to linger.

Both Schaiman and Rivera agreed that once visitors are attracted to an AR display, they become deeply engaged, and experiential AR is an excellent opportunity to capture a customer. People love to play games, and once they finish a game or task within it they tend to ask what they’ve won. At that point they are very willing to share their email, phone number, or other contact information to receive gifts or rewards, either through a social network experience like Facebook or in the future by downloading information directly from the display to their mobile device.

2 Responses

  1. […] Mike Schaiman (Managing Partner, Helios Interactive) and Edwin Rivera (President, Credelis Media Group) joined Total Immersion’s Rebecca Rogers at AR Immersion 2010 to discuss strategies for implementing experiential AR installations at events, venues, conferences, and in outdoor advertising……see entire summary […]

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