About a month ago we shared some data from an augmented reality brand engagement that we created with SocialVibe and Deutsch titled: “Anthem Blue Cross Webcam Exam”. Running on Zynga’s network the ad unit saw the following metrics:
Average time spent – 76.1 seconds
Click through to the landing page for more information after completing the interaction with the advertisement - 71.6%
Well, our second execution with SocialVibe, this time a brand engagement for Toyota’s Prius is yielding even better results in both key metrics:
Average time spent – over 80 seconds
Click through to the landing page for more information after completing the interaction with the advertisement - 77%
The Prius engagement is a game that allows people to use their motion to collect items they want to put in their Prius, and avoid items that they don’t. Simple and engaging, the data above is just further evidence that people have the equipment (i.e. webcams) and the desire necessary to interact with augmented reality (on their computers).
A player is unable to dodge a paint can and loses 1,000 points
The latest company to license our augmented reality merchandising software, the Webcam Social Shopper (WSS), is one of the world’s most iconic brands: Barbie.
Partnering with Mattel, AttentionUSA and several other amazing companies we let fans of all ages step inside Barbie’s Dream Closet and actually see what they would look like in some of her most famous outfits. It was just over a week ago that the Dream Closet came to life as both a New York Fashion Week event and a website, but I’ll let Mattel’s press release provide more context, rather than recreate the wheel:
The Barbie® Dream Closet New York Fashion Week Experience
Debuting at the famed Lincoln Center, Barbie® will unveil a larger-than-life installation of her ultimate Dream Closet complete with 24-foot tall, jewel encrusted doors leading into a two-story, 9,000 square-foot set with multiple dressing vignettes. The New York Fashion Week installation will transport fashionistas and fans in the area inside Barbie’s fantastical wardrobe complete with augmented reality technology “mirrors” that allow users to literally doll themselves up in Barbie’s most iconic, playful and glamorous outfits from the past five decades. Live models also will “dress the set” adorned in high-luxe looks on loan from the Albright Fashion Library, an exclusive couture library that includes styles from Oscar de la Renta, Alexander McQueen, Gucci, Moschino, Chloe, and Burberry.
BarbieWow.com: A Global Fashion Destination for Fans of All Ages
BarbieWow.com opens its online doors on February 9th as the brand’s first single, global digital destination. The pink portal will transport fans in more than 30 countries inside Barbie’s Dream Closet with unique brand integrations and new media channels of “sharing and trending” that will turn raiding Barbie’s wardrobe into real-time, globally-shared experiences.
Once inside her Dream Closet, girls of all ages can explore a world of endless fashion, accessories and imaginative play, through interactive activities such as a design studio to dress up Barbie® and augmented-reality “mirrors” to dress up themselves using the doll’s favorite fashions. In partnership with top digital and style destinations Polyvore, Pinterest and Rent the Runway, girls can take inspiration from Barbie to create real-life looks and designs that are all their own. The site also features a section titled “Behind Pink Doors,” where top fashion influencers share stories behind meaningful pieces from their personal closet as an example of the transformative power of fashion.
To date, over 530 stories have been written about the Dream Closet, including pieces by The Wall Street Journal, CNET, PSFK and the Associated Press. And while it feels fantastic to get that sort of coverage, it’s reactions like the ones below that make the late nights worth it. Also included below is a rough cut of some video taken during the Fashion Week event. It documents two young women’s reactions as they use The Webcam Social Shopper for the first time. Just like they would in a store, the young women start to honestly discuss what look works and doesn’t work (for them).
A Young Woman Using The Dream Closet At Fashion Week
A Young Woman Reacts To The Webcam Social Shopper (Credit: WSJ)
In our continuing effort to share as much data with you (about augmented reality) as we can, we wanted to get a quick post up about this: One of our clients, Denmark based online retailer LazyLazy, was recently interviewed by Internet Retailer. In the interview CEO Søren Filbert had this to say about our augmented reality merchandising software, the Webcam Social Shopper (WSS):
”17% of our visitors are using this and they are converting two to three times more.”
Now, that’s a great stat, but when you couple it with data we’ve previously noted in this blog…
Online retailer Banana Flame saw a 50% improvement in conversions on the “add to cart” button after integrating WSS (more Banana Flame data here).
WSS is proven to help young women make more informed purchase decisions – “Seeing it on helped me decide” (Link)
… it becomes a trend. It shows that augmented reality can provide real value for people, which subsequently provides real value (i.e. ROI) for businesses.
We Are Organized Chaos (WAOC) is Zugara’s (www.zugara.com) interactive marketing and advertising blog where we’ll be featuring some great projects and discussing upcoming trends in the digital world. Work — good and bad — will be critiqued. Hope you’ll enjoy reading our insights and thoughts on interactive.
