Tag Archives: Celebrity

Augmented Reality: attract, retain and engage with consumers through immersive experiences

By: Jenifer W

Years ago, marketers could differentiate their products with creative TV commercials. Now we have the ability to fast-forward through commercials or the tendency to turn our attention to smartphones or iPads during breaks. So how does the marketing industry deal with losing all those eyeballs they used to rely on? The obvious move was to the online world and now, turning to innovative and interactive technology to get people excited about their products.

How can we bridge the divide between traditional print and digital media? With Augmented Reality!

What is Augmented Reality?

Augmented Reality (AR) is the use of computer-generated images or data to modify the real world. It can add layers of digital information on top of items, enhancing the information we receive about the world around us. As Google describes it, you are using pictures rather than words to search the web.

By merging reality with computer generated graphics, you can offer brand interaction on a new level, whether via a webcam or a smartphone; at a desk or wandering the city. This technology is a great way of contributing to a consumer’s perception of your company by offering a deeper level of interaction and added value where everyday items can be brought to life and transformed into immersive branded experiences.

How can Augmented Reality apps be used for innovative campaigns?

Augmented reality is a great tool because it offers an inexpensive way to enhance content and increase the value of branding initiatives. It is a big opportunity to demonstrate that content and community can drive sales more than just traditional advertising campaigns.

A few ways AR can be used to engage your current, and potential, customers at the next level:

-Offer something exclusive: special offers, discounts, admission to special events, access to media opportunities, entry into a contest, etc. For example, Barack Obama’s team used an app that allowed supporters to scan a $5 bill to gain exclusive content during the presidential campaign.

-Provide customers with more information about a product in a fun way without taking up valuable advertising space. A great example of this usage is currently being employed by Cover Girl. Let’s say you are flipping through a magazine and see an ad for a new foundation. Using your smart device, you can scan the image to access application tips, find your perfect shade and watch how-to videos.

-Purchase something directly by scanning an image, rather than searching for a retailer. Concert promoters can take advantage of this by incorporating AR into tour posters. A fan sees one posted on a wall and can scan it to immediately buy tickets to the show, get directions and add an event reminder to their phone.

-Give teasers leading up to a product launch and post-release interactive opportunities to engage on a deeper level. It is a way to keep them wondering what you will do next and coming back for more. Big Picture Group has created many cutting-edge integrated campaigns, such as an alternate reality journey for Showtime’s “Homeland.”

-Create feel-good impressions about your brand without seeming pushy or salesy. Last month Pepsi Max and augmented reality provider Blippar, launched the “Now Is What You Make It” advertisement and interactive film. By scanning a Pepsi soda can or bottle, fans have the opportunity to hang out in a branded environment and can unlock content including behind the scenes footage, an interactive football game skills videos and download a song.

Games will always have mass appeal. McDonalds is taking advantage of this in order to get maximum value out of its sponsorship of the World Cup. The McDonalds Gol! app turns french fry boxes into virtual soccer fields where players bounce the ball off various real world objects to avoid increasingly difficult obstacles.

Like any PR strategy, AR should not be used merely because it is available. Just because something is bright new and shiny, doesn’t mean it’s right for every campaign.To be effective, an AR app needs to be simple to use and add value as a product or service itself and not just promote something else.

Are you currently employing Augmented Reality as part of your PR strategy? Are there any campaigns that have blown you away? As always we I welcome your comments and if you like what you read, be social and share.

 

 

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Quick Speech Writing Tips for Any Occasion

By: Gina Mason

Whether you are in a boardroom, at a conference or at your best friend’s wedding, we all have to give speeches at one point or another. No matter the reason or occasion, effective speech writing lays the groundwork for any great speech. Mastering the art of speech writing is almost as important as your delivery and speech writing is a skill that can be applied in both the working world and your personal life.

Here are some quick tips to keep in mind when writing your next speech:

Do your research

First and foremost, know your subject matter inside and out. If you are talking about the intricacies of biomedical engineering or how your best buddy met his new wife, make sure that you have your facts straight. Take your time when researching this information and incorporate relevant facts and figures. Having this information in your speech will boost your credibility and establish you as an expert. However, try not to overwhelm your audience with too many facts or statistics because you will lose their attention quickly.

Know your audience

Make sure you know whom your audience is and take the time to tailor your message to them. If you are giving a presentation to a no-nonsense client it is probably not a good idea to crack too many jokes. Also, using uncommon, superfluous verbiage such as sesquipedalian (given to or characterized by the use of long words) is never a good idea unless you are giving a speech to industry professionals who already understand the terminology. Generally, it is a good rule of thumb to make sure your speech is written so a 5th grader can understand what you are saying.

Keep it short and sweet

Thanks to our world of social media and smart phones, our attention spans are now shorter than ever which is NOT good for people who have to give a speech. Keeping people interested and engaged for any period of time is an enigma that many marketing and advertising experts are still trying to figure out, which is why it is so important to keep your speech short and concise. “Keep it moving!” as we say. Have an outline of important points that you want to communicate and try to eliminate unnecessary language, if possible. After all, one of the greatest speeches in American history, the Gettysburg Address was only 10 sentences!

Start and finish strong

When crafting the beginning and the ending of your speech make sure you grab your audience’s attention at first and then drive your main points home. Funny anecdotes, questions and powerful statements are great ways to get your audience interested in what you have to say. As you conclude your speech, try to leave your audience with something that will leave an impression.

If you need some inspiration, check out Southwest flight attendant, Marty Cobb and her twist on the average in-flight safety speech. She began her speech with  “Can I pretend to have your attention for just a few moments? My ex-husband, my new boyfriend and their divorce attorney are going to show you the safety features of this 737-800.”  After a few minutes of great one-liners she concluded the speech with,  “If there’s anything at all we can do to make your flight more enjoyable, please tell us … just as soon as we land in Salt Lake City. And if there’s anything you can do to make our flight more enjoyable, we’ll tell you immediately. We’re not shy in Southwest.” http://www.youtube.com/watch?v=07LFBydGjaM 

These are just a few simply tips to remember when you write your next speech. Just remember, great speech writing is half the battle when it comes to giving a great speech.

As always, we welcome your comments and if you like what you read be social and share.