AR/XR/Metaverse Insights
Consumers want something that enhances their real-world experience, that makes reality better, what we at Niantic call the ‘real-world metaverse’. Some brands are capitalizing on this insight right now, but many are building for a world that consumers aren’t quite ready to adopt. What comes next boils down to acclimation.?The best way to do this is to lean into the power of augmented reality (AR). What AB InBev-owned Bon Viv understood – and what other marketers can learn from – is that AR can augment and enhance traditional media campaigns. With Aircards and 8th Wall, they created an innovative out-of-home (OOH) campaign where consumers could scan a QR code printed on a series of Bon Viv murals across Los Angeles and San Diego to unlock a digital-3D vending machine. Consumers were then able to select and receive their favorite flavor in 3D, and were presented with a call-to-action driving them to nearby retail locations stocked with the drink, or digital delivery options via integration with Instacart. The experience saw an average dwell time of two minutes and 58% of all users clicked-through to pick up a can of Bon Viv. These results are orders of magnitude greater than industry averages for most traditional digital channels. Thanks to webAR, which can be accessed anywhere via mobile browsers, the overall experience was seamless, additive to the customer journey and connective. That is exactly what people are looking for. (The Drum)
To promote the launch of its Tiffany Lock bracelet collection,?Tiffany & Co.?partnered with Italian artist Pietro Terzini to create an art installation at the Piazza del Duomo (Cathedral Square) in Milan. The installation features the words “Lock Your Love” in capital letters, with the “O” in each word being represented by a Tiffany Lock bracelet. It’s viewable now through April 15 in the Piazza del Duomo, where the luxury jeweler also has a store. As part of the installation, German digital artist Timo Helgert created an?art video?that brings the billboard to life. Earlier in 2023, Tiffany partnered with Snapchat to release a Tiffany Lock lens utilizing ray tracing technology. The sponsored lens allows Snapchat users to place a Tiffany Lock bracelet box into the environment on their device’s screen and virtually try on different versions of the bracelet by holding their wrist in front of their device’s camera. Snapchat users can try the Tiffany Lock sponsored lens by scanning the Snapcode below using the camera in the Snapchat mobile application. (Ad Week)
In his lifetime, David Bowie—widely considered one of the most influential musicians of the 20th century—produced a prodigious catalog of 27 studio albums, 11 live albums, 4 soundtracks, and 128 singles.?But it appears that the singer-songwriter, who passed away in 2016, still has one song left to sing.?On Thursday, Gala Music, an offshoot of Web3 startup Gala Games, announced a partnership with music producer Larry Dvoskin and publisher Warner-Chappell Music to release a never-before-heard version of Bowie’s hit 1983 song “Let’s Dance” via a limited series of?NFTs.?On April 14th, 40 years to the day after “Let’s Dance” originally debuted, Gala Music will release 3,003 NFTs, each featuring a piece of Bowie-inspired artwork, that will unlock the holder access to the unheard version of “Let’s Dance” that Dvoskin produced with Bowie in 2002. The NFTs will be sold on a pay-what-you-wish model; all initial proceeds from the sale will benefit MusiCares, a charity that provides health and human services to the music community.?(Decrypt)
Spatial Mapping and Meshing is a feature of Snapdragon Spaces SDK that provides users with an approximate 3D environment model. This feature is critical in helping smart glasses understand and reconstruct the geometry of the environment. Spatial Mapping and Meshing offers both a detailed 3D representation of the environment surrounding the user and a simplified 2D plane representation. A big part of how well users perceive your app lies in understanding the environment and adapting your application to it. If you strive to achieve higher realism for your digital experiences, Spatial Mapping and Meshing is the right choice. Why? As humans, we can understand the depth of space using visual cues that are spread around us in the real world. Occlusion is one of the most apparent depth cues – it happens when parts or entire objects hide from view, covered by other objects. Light also provides plenty of other natural depth clues – like shadows and glare on objects. Spatial Mapping and Meshing allows to emulate human vision and provide vital information to your augmented reality app to intake depth cues from the real world. (Qualcomm)
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Magic Leap?has announced that it is collaborating with?NVIDIA?to pioneer immersive, photorealistic, ray-traced digital twins in NVIDIA’s?Omniverse platform, in order to create new efficiencies and value in engineering, architecture, retail, and other industries. Magic Leap began its collaboration with NVIDIA to find a way to enable off-board computing and streaming of 1:1 scale 3D digital models to its Magic Leap 2 augmented reality (AR) headset. According to Magic Leap, the collaboration allows enterprise users to render and stream immersive, full-scale digital twins from the NVIDIA Omniverse platform to Magic Leap 2 without compromised visual quality and includes an extension integrating common enterprise modeling programs into the UI. To render physically accurate, photorealistic digital twins on the Magic Leap 2 device, Magic Leap created an Omniverse extension that renders content to the headset from the most common enterprise modeling tools, such as Autodesk Maya, without the need for conversions or optimizations. By simply clicking “View on Magic Leap”, an image is rendered on the server and streamed to Magic Leap 2, where it is instantly displayed for the user in the correct position, orientation, and scale. Omniverse’s core XR extension will automatically render the high-quality stereo images and submit them to the industry-standard OpenXR API. (Auganix)
While the world is fixated on the global AI craze and the ensuing land grab, an emerging AR technology is quietly gaining traction and it promises to change the way fans interact with sporting events—and maybe how brands connect with fans—forever. ARound, part of Stagwell, a global marketing and technology company, has created the world’s first stadium-scale shared augmented reality platform, which enables users to interact with the physical world and digital content simultaneously, all through their phones. Many professional sports, specifically Major League Baseball, have struggled to engage young fans both in person and at home, competing with phones and shorter attention spans. To offer more immersive fan experiences, last week, the Kansas City Royals became the third professional sports team to implement ARound’s technology, joining the Los Angeles Rams and Minnesota Twins, which piloted the platform in 2022. (Fast Company)
But a less-discussed AR modality is visual search. Led by?Google Lens?and?Snap Scan, it lets users point their smartphone cameras (or future glasses) at real-world objects to identify them. It contextualizes them with informational overlays… or “captions for the real world.” Google calls visual search “search what you see.” It brings the on-demand utility of web search and puts a visual spin on it: Snap rather than tap. In that way, it will inherit some of the value of web search, while also finding unique and native points of value that build from there. The difference between all these players traces back to their core products and company missions. For example, Google will work towards “all the world’s information,” while others zero in on food & style (Pinterest), and fun & fashion (Snap). There will be market opportunities for each. It just depends at the end of the day on what tool brings the most value to consumers, speaking on a purely commercial level. (AR Insider)
Bitget, the cryptocurrency exchange platform with more than 8 million users and specializing in copy trading, has unveiled its new $100 million fund aimed at boosting Web3 development, with a focus on Asia. According to the press release, this sum is an "initial investment" and the fund should be enhanced over time. According to the exchange's staff, the Bitget Web3 Fund is completely self-financed, as a result of no debt and positive cash flow. In addition, Bitget reveals that it is in talks with many venture capital firms (VC) in order to conclude solid partnerships and benefit from their expertise to accompany the promising projects of tomorrow. Some names have been revealed, such as Dragonfly Capital, Foresight Ventures, SevenX Ventures, DAO Maker or ABCDE Capital. The focus on Asia is explained, according to Bitget, by "cutting-edge" regulation in the sector, particularly in Hong Kong and Singapore. Despite this, the fund does not refrain from supporting young start-ups in other geographical areas, explaining that "blockchain is, and will always be, borderless. (Cryptoast)
Want to check out our augmented reality projects? Follow us?here?on LinkedIn or on Instagram?at?@atomicdigital.design.
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