Sensory marketing – how companies use AR and VR to attract customers

When talking about AR and VR scenarios, marketing seems to be a very promising field of application. Especially sensory marketing moves in our focus as it is a specific approach to attract potential customers by using senses to affect their feelings and behaviour. As globally leading pinoeer, Prof. Aradhna Krishna coined the term “sensory marketing”.  She defines it as

aradhna krishna

Aradhna Kirshna – Sensory Marketing Lab Director

“marketing that engages the consumers’ senses and affects their perception, judgment and behavior (and suggests that) from a managerial perspective, sensory marketing can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality).”

via Relevant Concepts – Sensory Marketing Lab.

 

 

For a better unterstanding of sensory marketing, the following examples will show you various use cases of AR/VR in the domains of marketing and advertising.

1. Mariott Hotel’s VR honeymoon

sensorialmarketing

Mariett Hotel’s Teleporter view through Oculus Rift

To exemplify the combination of VR and sensory marketing, Mariott Hotel’s Teleporter has to be mentioned. Basically, the Teleporter simluates a virtual honeymoon and aims to seduce recently married couples to plan their dream vacation. By wearing the VR device Oulus Rift and a full-sized headphone, the user is “teleported” to the VR environment. This effect is further enhanced by the use of watersprayers and installed heaters that enable a multi-sensory experience.

Watch the following video to get an impression of Mariott Hotel’s Teleporter:

 

2. Häagen-Dazs’s AR timer

häagenHäagen-Dazs provides an AR timer for the purpose of “softening” the ice cream before use. To bridge the time gap, an AR violinist appears and plays a two-minute violine concert. Generally, the advertisment appeals directly to the emotions and senses of the consumer as the Häagen-Dazs ice cream is presented as a special delight and premium product.

By listening to the classical concert, the sense of hearing is activated and the violin sounds make the consumer feel sophisticated and culturally educated, Due to this subconscious positive association, the customer may be more willing to buy Häagen-Dazs ice cream prospectively.

Watch the full advertisment and let us know what you think about the AR app!

 

3. Jochen Schweizer’s AR Tour

jochen schweizer

AR treasure hunt by Jochen Schweizer

Jochen Schweizer shows how companies bring AR to the market. At the heart of the concept lies a kind of virtual treasure hunt similar to Geocaching. The general task is to free the parallel world “Avoria” from evil powers by using AR.

The participants use an iPad as a gateway to the AR reality and have to solve different types of riddles to save Avoria.

What do you think about the presented AR/VR use cases? Would you like to see more of it? We are looking forward to your comments and hope that you enjoyed the scenarios!

Who is the father of VR?

Nowadays, the VR technology is already relatively advanced. But where does this development actually come from? If we take a look back at the beginnings of VR, we have to consider pinoeers of the 1950s and 1960s.

Morton Heilig has been touted as the father of VR as he invented the first 3D movie machine called Sensorama in 1957. Patented in 1962, it should improve the 2D movie experience.

senorama

Morton Heilig’s Sensorama Machine

“It is a simulator for one to four people that provides the illusion of reality using a 3-D motion picture with smell, stereo sound, vibrations of the seat, and wind in the hair to create the illusion.

Parts of the Sensorama are two other inventions which made it possible, the Sensorama Motion Picture Projector and the Sensorama 3-D Motion Picture Camera.”

via InventorVR.

 

 

telesphereOn top of that, Morton Heilig created the first head-mounted display (HMD) called Telesphere Mask that enables “stereoscopic 3D TV, wide vision and true stereo sound”. From our present point of view, the Telesphere Mask looks much like Facebook’s Oculus Rift and could be seen as grandfather and former ancestor.

Based on the success of these innovations, Morton Heilig developed another simulator: the Experience Theater. It works in a similar way to Sensorama, but appeals to a larger target group. Developed for an entire theater full of people, the Experience Theater shows 3D motion pictures on a large semi-spherical screen.

But Morton Heilig was not the only visionary of his time. Douglas Engelbart is another outstanding personage who had a decisive impact on the development of VR . As American engineer and inventor, he created the first graphical user interface for communicating with computers and revolutionized the human computer interaction.

engelbart

Douglas Engelbart – inventor of the computer mouse

“Rather than limit computers to number crunching, Engelbart envisioned them as tools for digital display. He knew from his days with radar that any digital information could be viewed on a screen. Why not, he then reasoned, connect the computer to a screen and use both to solve problems?”

via VIRTUAL REALITY – History.

 

Against this background, we welcome the current development. As VR sheds its ivory-tower image slowly but surely, the next-generation technology proceeds to become part of our everyday life.

Moving (virtual) mountains – just with the power of thoughts

There is one thing all virtual or augmented reality devices like Microsoft HoloLens, Oculus Rift or others have in common:
Interaction with the virtual environments or objects requires usage of other peripherals or at least your hands. Fatigue, inconvenience or frustration may be a consequence.
But with the invention of a team of students consisting ofJuan de Joya, Victor Leung and Kelly Peng in the UC Berkeley chapter of ACM SIGGRAPH this could become irrelevant in the future: They have invented a virtual reality system where the virtual world can be controlled just with the power of your thoughts. It works like the following:

The project, called Mindscape VR, utilizes the Oculus Rift and the Muse brain-sensing headset to create an immersive VR environment where users can move objects with their thoughts and interact with their surroundings by simply thinking about doing so.

via ACM SIGGRAPH

To us the combination of virtual reality with electroencephalography (EEG) for interaction sounds really amazing. Even though there is not much detailed information available yet, this technology could have the potential to be the missing part for a convenient long time usage and thus the success of virtual reality devices in a large variety of application areas.

Kid using VR system

Kid using VR system – Photo from Mindscape VR team for/via ACM SIGGRAPH

The authors describe it as “gratifying and empowering experience” and give some pretty cool usage examples:

“In our first iteration of the project, we used one type of brain wave frequency to allow the user to levitate and collect pebbles in a simple fantasy world. While we disabled them at launch, we do have features where the user can call a dragon to appear, change night to day, summon fireflies and shoot fireballs depending on what type of brain frequencies the Muse is picking up.

We found that the simplicity of using one’s thoughts to do things is a pretty gratifying and empowering experience. We had a kid try it out at launch, and as he started levitating the rocks he brought up his hands as if he were a Jedi. How cool is that? It’s these kinds of seamless, easy-to-use experiences that underlie the potential of immersive VR as a medium.”

via Juan de Joya at ACM SIGGRAPH

If you are interested in trying it out for yourself the authors state that the system (first iteration) can be experienced at San Francisco Exploratorium’s Cognitive Technology Exhibit during February.

So what do you think about it? Do you like the idea of not having to actually “do” anything for a virtual reality experience or would you still prefer a traditional input device for a haptic experience? We would love to read your thoughts in the comments section.

Microsoft HoloDesk – The idea behind HoloLens

Can’t get enough of AR? Make sure you have a look at the following video.

According to WT VOX,

“HoloDesk is a novel interactive system combining an optical see through display and Kinect camera to create the illusion that users are directly interacting with 3D graphics. A virtual image of a 3D scene is rendered through a half silvered mirror and spatially aligned with the real-world for the viewer. Users easily reach into an interaction volume displaying the virtual image.

This allows the user to literally get their hands into the virtual display. A novel real-time algorithm for rep- resenting hands and other physical objects, which are sensed by the Kinect inside this volume, allows physically realistic interaction between real and virtual 3D objects.”

via Microsoft HoloDesk The

Apart from this, enjoy the amazing HoloLens model by xelus. The 3D models shows and explains each part of HoloLens – good job! Just one click:

https://sketchfab.com/models/e6247ba91c6845c2948cdc342dcf3481/embed

Microsoft HoloLens
by Sketchfab
on Sketchfab

Microsoft fuels enthusiasm for HoloLens

Microsoft CEO, Satya Nadella, commented on HoloLens at the end of last month. Just as Microsoft’s head of Xbox, Phil Spencer, Nadella sees great potential in gaming:

hololens4

HoloLens Minecraft project

“Just imagine what is possible with Minecraft. Gaming truly is a valuable part of millions of people’s lives and Microsoft will excel and increase our lead.”

via Microsoft CEO Talks “Mind-Blowing” Gaming Potential for HoloLens – GameSpot.

Besides this, developer Jens Bergensten posted on Twitter:

“I’ve tried 2 Minecraft projects on #HoloLens. One is a toy, one is closer to the game, both are awesome! Very much wip, but definitely real”

via Jens Bergensten auf Twitter: “I’ve tried 2 Minecraft projects on #HoloLens. One is a toy, one is closer to the game, both are awesome! Very much wip, but definitely real”.

We hear it all over the news: HoloLens is the future of gaming. But what reason does Microsoft give for this? Let’s have a look at Microsoft’s gross margins and revenues:

gaming numbers

GameSpot summarized the most important numbers and identified the following key facts:

1. Shipment of Xbox consoles in Q4 2014

“Microsoft on Monday reported earnings results for the quarter ended December 31, 2014, revealing that the company shipped (i.e. sold to retailers) more than 6.6 million Xbox consoles during the period. This is down from 7.4 million consoles shipped during the same quarter last year.”

via Microsoft Shipped 6.6 Million Xbox Consoles During Holiday Quarter – GameSpot.

2. Xbox platform revenue

“Total Xbox platform revenue fell by 20 percent to $703 million, “due to customer preference for new generation of consoles,” Microsoft said. Total console volume fell by 10 percent, while Microsoft also recorded lower revenue from second- and third-party games and accessories.”

via Microsoft Shipped 6.6 Million Xbox Consoles During Holiday Quarter – GameSpot.

3. Total Revenue / Net income

“Overall, Microsoft reported revenue of $26.5 billion for the quarter, up from $24.5 billion last year. Net income was $5.8 billion, down from $6.6 billion last year.”

via Microsoft Shipped 6.6 Million Xbox Consoles During Holiday Quarter – GameSpot.

All in all, Microsoft mentioned that the Xbox  One “sold out the rival Playstation 4” in the US and that they have had a “strong holiday season performance”.

Read GameSpot’s full article here and get more numbers & facts about the Gaming business!

HoloLens Reality Check

Are you tired of futuristic HoloLens visions? CNET‘s Cam Robinson provided a HoloLens Reality Check. According to CNET.com, “gaming is the number one most exciting potential use of the technology”.

Check out his video here: http://www.gamespot.com/videos/embed/6423294/

For those who prefer reading: Cam explains that HoloLens is about “adding things on top of existing reality” and emphasizes the follwing key features of HoloLens:

  • manipulation of digital holographic objects
  • construction of virtual objects (to be later 3D printed)
  • modelling in realtime 3D
oculus

Gaming: VR creating “feeling of presence”

On top of this, Cam compared HoloLens to its “VR cousins” (e.g. Oculus Rift/ Project Morpheus) that fulfil their intended purpose by creating “the feeling of presence”. They take you to a new virtual world and simulate the feeling of being a part of the game.

Especially Facebook has shown the great importance of next-generation technologies as Mark Zuckerberg announced the $2bn acquisition of Oculus Rift in March 2014 (according to theguardian).

Facebook, Sony, Google, Microsoft – they are all pursuing a long-term strategy to develop and improve AR and VR solutions. But what about Apple? The gossip factory is working overtime as Apple is hiring engineers and app developers with VR experience.

As long as there were no more details released, we have to be patient. Maybe we have to get ready for another pleasant surprise?

Feel free to leave your comments below and let us know what you think about the current development.

And do not forget to participate in our HoloLens survey above!

A single device, a million opportunities.

Some time has passed since Microsoft has announced its new gadget HoloLens, people had the chance to go through their daily lives with all of their visionary information in mind and thus one or another might have experienced some activities or situations where a device like Microsoft’s new gadget could appear desirable.

Microsoft HoloLens - Possibilities

Only one of a million possibilities Microsoft itself has shown in a marketing video

If you did not have had your “HoloLens moment” until now, maybe the article of columnist Jurica Dujmovic for MarketWatch may be an inspiration for you. From an economic point of view he sheds light on Hololens’ possible impact on the consumer market as well as media usage and points out where “the first augmented-reality device done right” could really be an improvement:

“HoloLens will impact multiple markets, ranging from home entertainment to mobile devices; virtually everything with a screen will likely take a cue from the technology within HoloLens. Your fridge will interface with it, showing you a see-through view of groceries, along with a visual representation of the expiration dates, and the option to “check mark” individual items and add them to your shopping list. That is, without opening the fridge.”

via Microsoft’s HoloLens actually could be a game changer

But his list of opportunities and possibilities does not stop at your fridge. He talks about:

  • Changing wall colors at your home
  • Seeing fantasy scenes when looking out of your window
  • Experiencing different real world places when looking out of your window
  • Transforming your child’s bedroom into an enchanted forest instead of a traditional good night story
  • Single- or multiplayer gaming in your living room as an alternative to classical board games
  • Integration of holograms into your car and your view of the outside
  • Surgeons that use it for complex operations (if you have a special interest in medical topics we recommend the article “Drone Surgery and HoloLens: Hello 2015”  by Zev Ginzburg, UX Research Copywriter at Codal Inc.)
  • Improving the tidiness of your office working environment
  • Creating impressive art installations on almost empty walls in almost empty halls
  • Enhancing education by visual breakdown and vivid demonstration of complex subjects

Finally the authors sums it up very accurately:

“Really, HoloLens has the potential to change the way we perceive the world around us, and to truly extend and augment reality. Depending on the final product and the limits of our imagination, we may reach, or even surpass, many elements of the imaginary “Star Trek” holodeck technology.”

via Microsoft’s HoloLens actually could be a game changer

So did you find your favorite HoloLens scenario? Or do you even see more than the author? Or do you disagree and do not see any opportunities for your life in Microsoft’s new technology? We would love to hear your opinion in the comments section.

HoloLens insider knowledge

92821757-XBox-720-9-24-Checkpoint-Draft-1.pptx

Ben Gilbert’s Road to Fortaleza

We were quite staggered by HoloLens after the Windows 10 live event in January 2015. But if we take a closer look at Microsoft’s corporate history, we notice that the innovation is actually not that suprising remembering several rumours and leaks in June 2012.

That time, a confidential business presentation was uploaded to Scribd. The document contains important information about various Microsoft products and their future plans. Engadget’s Ben Gilbert traced the rumour to its source and summarized his insights:

“The document is largely focused on this next console and sensor (what became the Xbox One), as well as one more big hardware announcement: HoloLens. The alternate reality headset Microsoft announced a few weeks back was originally planned for announcement in 2014, and it’s been known by a few different names (“Kinect Glasses,” “Project Fortaleza” and “Screen Zero” all show up in several places on and off the document).

I’d wager it’s had a few other names since — every time I’ve asked Microsoft reps about Fortaleza since this document first leaked in 2012, they’ve clammed up and said nothing.”

via Microsoft leaked the Xbox One, HoloLens and more way back in 2012.

Besides this, Gizmodo’s Darren Orf refers to Gilbert’s article adding that

” At first, it seemed that HoloLens was destined to be an Xbox peripheral, or at the very least gaming focused.

Although Microsoft did have a neat (in theory) concept of Minecraft using the headset, the company seems more focused on the HoloLens becoming the next evolution in computing than just an Xbox One add-on.”

via So Long: RadioShack Officially Goes Bankrupt.

If you are interested in further insights into Microsoft’s leaks, read Ben Gilbert’s article here or his original article from 2012 here.

HoloLens & Borderlands

borderlands

nick8807’s Borderlands mock-up for HoloLens

Latitude and creativity without limits – that’s what  Reddit user nick8807 might have thought when he created his own augmented Borderlands mock-up for Xbox One.

“Just an idea I had in my head. Off screen HUD and inventory that dims when your eyes focus on your TV. Rough mock up. Let me know what you guys think.”

via What HoloLens could be like on Xbox One… : xboxone.

Actually the mock-up is very similar to Tadgh Kelly‘s idea of AR used as an augmented screen. The mock-up shows a simplified method to choose weapons and to improve the overview and understanding of the game. In fact, the actual screen would be dedicated 100% to the game world.

Gamingbolt‘s Ravi Sinha thought about similar features adding that

“It’s interesting because it allows you to automatically select weapons from your backpack, listen to custom soundtracks or start a party – all without having to leave the actual game. Though it’s just a mock-up, it represents the potential of HoloLens for commercial games in terms of functionality, ease of use and even custom functionality.”

via Here’s What Microsoft’s HoloLens Could Be Like On Xbox One « GamingBolt.com: Video Game News, Reviews, Previews and Blog.

If you are interested in further comments about the mock-up, have a look at the complete Reddit post here.

Feel free to comment on the mock-up below and tell us what you think about all the ideas!

Holo Everywhere – Atheer developing new AR headset

HoloLens is all over the news. But let’s take a look at another interesting AR solution – Atheer’s AiR Smart Glasses 

atheer

Atheer’s AiR Smart Glasses

The Mountain View-based start-up Atheer regards itself as pioneer in Augmented interactive Reality (AiR™) and proceeds to combine the power of 3D augmented reality with natural interaction. According to Atheer, their AiR platform consists of the AiR Smart Glasses and the AiR OS.

Their new developer kit Air DK2 is available and can be ordered if you want to join the AiR Pilot Program.

 

 

When talking about core competences and how they differ from HoloLens, we have to consider the following aspects:

atheer31. Intuitive Precise Gestures

Build your apps & workflows with enhanced, field-tested gestures to Touch, Tap, Swipe, and Pinch and Zoom for a natural and productive experience.

via Atheer Labs.


2. Head Position Tracking

Access applications and visual content placed anywhere around you with complete ease for natural multitasking and an immersive visual experience.

via Atheer Labs.


3. 2D-3D Application Support

Combine the ease and familiarity of 2D Android app development with the power to display full stereoscopic 3D objects and models, giving your users the best of both worlds.

via Atheer Labs.


atheer34. AiR SDK

Create new experiences leveraging the full-featured AiR OS functionality and expand your existing apps through our simple yet powerful SDK.

via Atheer Labs.


 

Looks very promising so far. Besides this, Gigaom’s Signe Brewster shared an interesting article about Atheer and the  AiR Smart Glasses here. He describes his experiences as follows:

atheer3

                       Atheer CEO Alberto Torres                      Credit: Signe Brewster/Gigaom

“I pinched my fingers to zoom in and out on a 3D model of a heart and swiped through Google Maps. […] A new feature allows you to hold your hands up to make a square, and the headset will automatically take a picture. Many are abilities desperately needed in industries where your hands are too dirty to touch a tablet screen or it is monotonous to log item after item after item.”

via As HoloLens looms, Atheer plans new augmented reality headset — Tech News and Analysis.

All in all the progress in AR  development makes us even more curious. Actually, we have to admit that the use of AR goggles doesn’t seem to be too far from reality.