3 Creative Augmented Reality (AR) Award Winning Marketing Campaigns
Curious to learn how brands use AR (augmented reality) technology to design creative award-winning marketing campaigns?
Here are 3 creative augmented reality (AR) award-winning marketing campaigns for your inspiration
JFK MOONSHOT Campaign – Winner in Augmented Reality, at the 12th annual Shorty Awards
The JFK Moonshot campaign was launched in 2019 by the JFK Presidential Library & Museum to celebrate 50 years from the Apollo 11 Mission. The mission was the first spaceflight that landed humans on the Moon and one of the greatest technological achievements of the 20th century.
Seven years earlier, John Fitzgerald Kennedy gave his now-famous “We choose to go to the moon” speech in which he characterized space as a new frontier and outlined the pioneering spirit of the American nation.
We choose to go to the Moon in this decade and do the other things, not because they are easy, but because they are hard; because that goal will serve to organize and measure the best of our energies and skills, because that challenge is one that we are willing to accept, one we are unwilling to postpone, and one we intend to win, and the others, too.
John F Kennedy, “We choose to go to the Moon”
In 1969, almost 600 million people around the world tuned in to watch man’s first steps on the moon with excitement and awe. In 2019, thanks to its augmented reality-based campaign, the JFK Presidential Library & Museum prompted the same emotions of bewilderment and curiosity.
JFK Moonshot was a fully-synchronized augmented reality recreation of Apollo 11 where every moment, manoeuvre, and milestone unfolded in real-time, second-by-second.
Celebrate 50 years from the launch of Apollo 11
JFK Moonshot Campaign features:
- Dedicated mobile app;
- Interactive AR games;
- Archival NASA footage;
- Educational multimedia experiences;
- a 363-foot, full-scale replica of the Saturn V rocket, one of the largest AR objects ever created;
- Livestreaming of the AR launch and entire mission on Twitch, the popular gaming platform.
Campaign viewers were invited to:
- Explore and launch an AR replica of the Saturn V rocket;
- Track 100+ hours of the Apollo 11 mission in real time with archival NASA footage;
- Play AR games designed to extend their knowledge of the mission with JFK-related trivia questions;
- Learn about JFK’s critical role in the moon landing through educational multimedia experiences;
- Record and share the mission’s most epic moments with friends and family;
- Practice their own moon landings with interactive AR games.
- 110,000+ rocket launches around the world;
- 140,000+ downloads of the app;
- 8x more social mentions than competitive museums;
- 240,000,000+ global brand impressions;
- An 11% increase related to JFK inspiring innovation.
ADIDAS ORIGINALS DEERUPT Campaign – Winner in Augmented Reality, at the 11th annual Shorty Awards
Adidas’ campaign, Originals Deerupt was created with a specific community in mind: the sneakerheads.
What is a sneakerhead? A sneakerhead is someone who collects, trades and or admires sneakers as a hobby. Sneakerheads see sneakers as status symbols and they are mostly Millennials and Generation Z-ers.
The sneakerhead culture began in the 1970s and the internet turned it into a global phenomenon. These days sneakers are like stocks and last year, Financial Times estimated the sneaker resale market close to US$2billion.
Some say the rarest and the most desirable sneaker ever made is the Nike MAG, the sneakers worn by Marty McFly when he time-travelled to 2015 in the Back to the Future II movie.
The biggest sneakerhead? The biggest sneakerhead is entrepreneur Miles Nadal, who spent more than US$1.2 million on a collection of rare sneakers in a sale managed by Sotheby’s last year. The collection includes a pair of 1972 Nike Waffle Racing Flat “Moon Shoes”, one of the most significant artefacts in Nike’s long history.
Launch Deerupt in such a way to combat low-quality photos that emerge on the internet as a result of product leaks and democratize unboxing.
Adidas Originals Deerupt launch campaign features:
- The AR rendering of the DEERUPT;
- A dedicated mobile web platform that allowed Sneakerheads to use their smartphone cameras to see and interact with an AR rendering of the DEERUPT;
- Empty shoe boxes sent to high profile sneakerheads;
- In-store experiences around the world.
- 110 Million views;
- 50,000+ virtual unboxings;
- 123+ countries.
#ROMANOVS100 AR PHOTO ALBUM Campaign – Winner in Creative use of technology, the 12th annual Shorty Awards
#Romanovs100 is an educational project designed to bring to light a part of Russian history which has been erased from the history books by the Soviet rule. The Romanovs were Russia’s last Royal family, executed by the Bolsheviks 100 years ago.
The inspiration for this campaign came from the Romanovs themselves. They were pioneers of photography capturing almost every meaningful event in their lives with Kodak cameras, the world’s first portable cameras.
Fortunately, the Romanov archive has been preserved. The team unearthed over 4000 photographs which were adapted to digital formats allowing the campaign to make history easily accessible and engaging as well.
Transform content to an interactive AR book which makes learning experiences an emotional journey into history.
- 180° retro images in spherical view, 3D immersive experience;
- 42 short documentary-style videos;
- A limited print edition of the project using AR technology to create an interactive history book;
- Ambrotype posters – Photo teasers using 160-year-old ambrotype photography technique;
- Original soundtrack;
- Music video combining photos & VR Animation;
- The world’s first-ever digital colourization contest.
- 25 million impressions;
- 55,000 fans and followers;
- +1 million post engagements;
- +1 million video views;
- 500,000 minutes watched;
- #Romanovs100 on Twitter grew 2000%
- Global media coverage: BBC Newshour, History Extra etc
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Adidas loses 3-stripes trade mark battle in Europe
German sportswear giant Adidas lost a legal battle to trademark its “3- stripe” motif in the EU.
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Learn more: 4 Creative Sports Video Campaigns in 2018
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The rise and successful growth of smart clothes and smart materials
The market for sensors and smart materials used in clothing will grow from roughly $212 million in 2014 to more than $1.8 billion by 2021, according to a new report from industry analyst firm NanoMarkets, quoted by advancedtextilessource.com. Smart clothing might finally evolve to become the computing devices of the future with watches and displays being printed on fabrics. However, the materialization of either scenario depends on the industry’s response removing the main barriers to mass adoption of smart clothing.
Google unveiled the results of Project Jacquard, the company’s interactive textiles collaboration with Levi’s. The project’s connected smart jacket combines innovative technology with a Levi’s-style jacket that is indistinguishable from anything else in the brand’s line. The jacket allows wearers to control music, answer phone calls, use GPS and more, “all by tapping and swiping on the jacket’s sleeve,” says Sarah Perez at TechCrunch.
As Deborah Weinswig for Forbes, while developers have often turned to handbags and footwear to house clunky tracking and charging devices, advances in technology have begun to allow product designers to embed electronics directly into fabrics, enabling them to add connectivity to the kinds of clothing we are already buying. “The market for wearables will reach $70 billion in 2025, up from $20 billion in 2015, according to IDTechEx, and International Data Corporation (IDC) expects that 110 million wearable devices will be shipped in 2016 alone, up 38.2% from last year. IDC also forecasts double-digit growth through 2020, when shipments of wearables are estimated to reach 237.1 million,” she added.
According to New Electronics, “The potential of smart fabrics is huge and recent research suggests the market, including fabrics manufactured with smart materials and those that use embedded sensors, could be worth more than $ 1.8 billion by 2021, driven by the IoT [and] developments in smart materials and in smaller, more powerful sensors.”
Researchers from across the US funded by ARPA-E – the research arm of the US Department of Energy – are developing clothes that can change their thermal properties to adapt to the environment and wearer’s body. By changing its make-up or shuttling heat to and from the body, the clothing aims to make people comfortable in a wide range of external temperatures. Heat energy can move in three ways: through conduction, whereby the atoms in materials pass energy to each other; convection, whereby high-energy atoms move through the environment; and radiation, whereby heat energy moves as electromagnetic waves. Clothing can control heat by changing how much radiation it allows to escape the body or how easily air can circulate.
Alon Gorodetsky’s team at the University of California, Irvine, is aiming to control radiative heat. “We’re drawing inspiration from squid, from cephalopods, that can do these amazing camouflage displays,” he says. Squid can modify how they reflect visible wavelengths of light, using a cocktail of proteins in their skin. The team is adapting the technique to longer, infrared wavelengths that carry heat. “We are leveraging that for materials that can regulate the thermal emissions of an object,” says Gorodetsky, who won’t yet reveal how his team implements cephalopod-like radiation control. His team is partnering with US firm Under Armour, which makes base layers for sports clothing.
Another great technology invention was brought by Scough, a company from New York that created stylish scarves that filter and clean the air you breathe. The carbon filter included in the pocket is the same technology that the military uses to protect against chemical warfare. Now it protects you against flu and pollution.
Adidas launched a new “cool” collection, Climachill. The brand managed to include titanium and aluminium into the fabric of the garments in order to give the wearer a cold sensation while working out. The technology developed by Adidas is quite innovative indeed since the chilling sensations are only provided when the body is warm. This enables longer training sessions and better performance for athletes.
Another brand that is innovating is Cityzen Sciences, a French company that started creating smart textiles 9 years ago. In 2013, they came up with what would be the prototype of a “d-shirt” (Digital T-Shirt) that proved successful, as the company won a prize in the “inclusive innovation” category at CES Las Vegas 2013. This shirt offers a large number of functions such as heart rate monitor, built-in GPS, accelerometer, altimeter,etc. Moreover, Cityzen Sciences is also running a project called Smart Sensing aimed at finding new features for smart textile.
Wearable Senses, a research unit of the Eindhoven University of Technology, is running a project about survival clothing. Jacqueline Nanne developed a concept of what should be the sweater of the future, using temperature and moisture regulation properties of wool.
Joanna Berzowska, professor at the Fine Art Concordia University of Montreal presented her project at the Smart Fabric conference of San Francisco. This project is aimed at including electronic or computer functions within the fibre of the textile itself. In other words, the ones of Emily Essert, “the fibres consist of multiple layers of polymers, which, when stretched and drawn out to a small diameter, begin to interact with each other”. The possibilities brought by this incredible innovation would create attributes such as garments that change shapes and colours on their own, or clothes that use our energy to charge phone.
Some labs have tried embedding tiny nanoparticles inside ordinary cotton thread so that they can conduct electricity. But they must wrestle with problems in making the material last a long time, as well as needing to use chemicals to bind the nanoparticles to the cotton. By contrast, Maksim Skorobogatiy’s lab, a physicist at Ecole Polytechnique de Montreal in Canada, turned to the manufacturing process used to create the optical fibers that carry TV and Internet signals. The technique allowed the Canadian team to make new polymer-based fibers based on melting the preformed material to pull out a long, thin fiber shape. Such fibers can conduct electric signals.
No matter how long it will still take for all the new technology to be here for all of us, one thing is for sure: the future truly looks bright and shinny!