As a cool new media technology, AR/VR not only brings a new way of information presentation, but also brings more interesting interactive experiences with huge marketing communication value.
At present, precision marketing advertising, information flow advertising is in the ascendant, AR / VR marketing has begun to compete for the attention of users.
Today, ARinChina interviewed Mr. Li Enxiang, co-founder and marketing director of Shenzhen Bole Information Technology Co., Ltd. Mr. Li has many years of experience in the Internet industry and rich O2O marketing experience. AR/VR interactive marketing to see how they are. For play?
Note: The respondent promised that the data in the text is correct and responsible for the authenticity of the content. ARC makes an objective record and has backed up the original record.
ARC: I understand that you started out doing AR/VR technology development, so why choose to focus on the content field?
Li Enxiang: Since 2015, our company has focused on technology research and development in the AR/VR field, including content production, program integration and commercialization. As for why we have been focusing on the content field, we have made some judgments. The entire AR/VR field is nothing more than hardware, platforms, underlying algorithms, and content. But the hardware and platform are all done by some giants. The underlying algorithms are such as Qualcomm, and the technology is still ahead of the domestic market. But whether it is hardware, platform or underlying algorithms, they all need to rely on certain content, so we are committed to this part of AR content development.
AR/VR itself, from the technical point of view, they are actually not separated, and VR is more of a one-on-one immersive experience, it is actually more suitable for games, film and television and some foreign adults. AR is one-to-many, it is more suitable for this kind of offline brand communication and advertising marketing scenarios, so we have been focusing on AR interactive marketing solutions.
ARC: So what are the technologies involved in your AR-based interactive machine? What kind of play is it?
Li Enxiang: AR interactive machine - gravitation lens is a landing product of our overall AR interactive solution. In fact, customers only need to have three parts: screen, PC and somatosensory camera to complete the overall AR interactive experience. At present, our overall AR solution is divided into three parts. The front-end presentation is a new media for AR interactive entertainment. The main technology is based on augmented reality combined with somatosensory, face recognition, speech semantics and other technologies, which can help merchants to quickly drain, The powder has a well-established back-end data platform to support rapid landing replication and user data analysis. At the same time, we include online payment, paid printing, red envelope lottery, etc. to complete the closed loop of the entire business.
ARC: Today's hard ads are becoming more and more untouched by consumers. Good ads seem to test whether it is heart-warming, creative, or attractive. How do you impress consumers when they help them do marketing? What about? What breakthrough changes can be made to the business on the drainage?
Li Enxiang: Because we know that its online traffic portal has been monopolized by BAT, including these giants, we are now also exploring some offline traffic portals. At the same time, since the media is popular, the overall promotion of businesses is more difficult to evaluate the specific promotion effect. Therefore, we use this AR entertainment interactive form to attract users' attention, and at the same time embedding the merchant's brand elements to promote, and then marketing functions to complete the overall transaction closed loop.
In the process of experiencing AR, we will automatically help users to take photos. These photos, users can share by paying attention to the public number of the merchant, we help the merchant to complete the process from converging to sucking powder to spreading. According to different business scenarios, we also have a paid experience, a paid print, and a coupon card that will be given after the experience, giving the merchant more independent marketing choices. For example, many scenic spots are now through our program to make a small paid visitor experience, while some business partners also promote the user's consumption in the store according to the coupons issued after the game.
ARC: How does a merchant's products and brands interact with consumers through a large screen through augmented reality? What kind of design ideas are you?
Li Enxiang: We have standardized the AR interactive content. Each interactive game has some standard built-in props that can quickly replace the merchant's products or brand elements through the background. Such customers may need to spend a few weeks to customize the AR interactive game, we can solve it in a few minutes through the background, and the cooperation with Coca-Cola's offline event last year was also due to our efficient program, thus achieving cooperation.
We all know the concept of new retail proposed by Ma Yun in 2016. We believe that the future physical store is actually an experience center and a social center. For the younger and younger consumers, they are more personalized and diversified. As well as an experience of socialization, we have added some elements of multi-person PK in our overall AR interaction. For example, each game will have a national online leaderboard. After the game, users can know that they are in the national users. The ranking position, you can also easily scan the code to share these interesting experience photos.
ARC: Which of the various AR applications you provide is getting better user feedback? What are their characteristics?
Li Enxiang: In fact, the current penetration rate of AR/VR in China is only 0.4%, which is equivalent to the Internet in 1994. For users, AR/VR is a relatively novel experience, especially our AR large-screen interactive solution, users can experience the fun of real life without any media.
The scenic spot is an industry with good cooperation feedback. For example, we cooperate with Xinjiang Flame Mountain Scenic Area. In addition to our standard AR interactive content, we also help them customize the interactive series of Journey to the West. A classic story, a lively AR restoration. In addition, V Valley Town, such as OCT, Chishui, Guizhou, and Meizhou Ketianxia Scenic Spot, have also received wide acclaim from tourists and partners.
In addition, cinema and film entertainment are also very closely integrated with AR. We helped customers customize Disney-authorized 3D glasses AR interaction in the AR interactive solution in the theater. Users can experience the fun of these 3D glasses while waiting for the movie to start. After the introduction of this AR interactive solution, the monthly sales of 3D glasses increased by 2-3 times.
In November last year, we helped the movie "This is Life" to create a unique AR interactive experience. Accompanied by the familiar melody of Huang Wei's "This is Life", the experiencer turns into two stars in the film: Meng Dawei (Wang Xun) and the underworld shark (Zeng Zhiwei). Any interaction makes an exaggerated and funny expression, with the wings and vividness of the flying wings. The lively lines bring the experiencer into the movie situation in an instant. The comedy features of the film characters are infinitely enlarged, which is highly compatible with the funny and tonality of the film, so that everyone can enjoy the addiction of a comedy starring!
ARC: AR Interactive Marketing is a new marketing concept. So what is the most striking difference between this new marketing model and traditional interactive marketing?
Li Enxiang: I think AR interactive marketing and traditional marketing, the biggest difference for the user side is the sense of experience and participation. We see traditional online interactive marketing methods like H5, squad, etc., the user's participation is extremely low, there is no great subsidy and preferential, basically there are not many users to participate. Compared with other marketing methods, AR interactive marketing allows users to participate in the experience and interaction wholeheartedly. After the experience, they will actively carry out secondary communication, which is a new weapon from the brand and marketing perspective.
According to statistics, the ratio of users reading an advertisement on the PC and mobile terminals is 2% and 5% respectively, while the ratio of AR/VR is 80.6%. It can be seen that AR/VR is bound to have a new round of impact on advertising marketing. .
For the cooperative merchants, it is a concept of WYSIWYG. We all know that offline business is people-oriented. We believe that as long as we grasp the eyes of users, our business has already won half. The average daily experience rate of our gravitational lens at the airport reached 48%, and the average daily experience was 433. Our equipment in Huaxia Cinema attracted an average of 1,673 person-times per day, and basically covered its daily average.
Let's take a simple example. We have a cooperative beauty salon. He is in the business district. The business district is actually a region with a lot of people, but how do you get the traffic of the entire business circle to his store? They bought our AR interactive machine at the door of the store, which will attract many young people and children to experience it. The experience will lead to many people watching. At this time, the beauty salon sales staff can introduce their products. For example, if the children are not playing, the mother can also go in for maintenance. The overall AR interactive experience increases the stop rate and store rate of its store visitors.
ARC: Bole AR interactive multi-functional interactive mode can be widely used in advertising media, real estate, e-commerce and other fields, so it needs to be customized in different fields?
Li Enxiang: We know that because AR technology itself can be applied to a very wide range of industries, our AR interactive machine is also widely used in airports, cinemas, scenic spots, science and technology museums, advertising media, commercial centers, etc. across the country.
For the Bole AR interaction, after three years of precipitation, the standardized AR content has nearly 100 sets. For these standard products, we can quickly implant brand products and brand elements through the background. We sell at less than 10% of the market price, so that users can try AR interaction at low cost. Marketing, as well as access to exclusive AR interactive content.
Of course, for brand customers, we can also help them with this highly customized content. For example, Terracotta Warriors, Flame Mountain, etc., we can customize the story content according to some of its history and culture, let users feel the inheritance of history and culture; and like Philips, we do a series according to the characteristics and selling points of their products. Customized AR content interaction.
We want to give users a better experience, give partners lower cost and higher efficiency.
ARC: At the beginning of the New Year, we saw Alipay AR's collection of red envelopes. Since the beginning of last year, we have gained the participation of users, and QQAR red envelope interactive marketing has been relatively successful. Ali's advantage lies in the brand operation environment of e-commerce platform, and Tencent's There is no doubt about the hegemony in the social field. In terms of current performance, the two giants in the field of AR interactive marketing, what do you think social and e-commerce operations will be the decisive place for AR interactive marketing?
Li Enxiang: From the perspective of interactive marketing, the social user base is the foundation, and e-commerce is the closed loop of the entire consumption, they are all essential parts of marketing. For the two giants in the AR red envelope war, the ultimate winner is the user, just like the WeChat payment and Alipay's subsidy war, the giants are using subsidies to develop user habits, and AR is a new one. Battlefield.
Of course, the current AR function of BAT is relatively simple. For the user, it may not be particularly care whether it is an AR red envelope, and more concerned about how many red packets can be divided. Because of the general trend of AR marketing, all the big players are more concerned about the direction of AR, which is a very good thing for this industry, but now the major platforms, the AR package, interaction and other restrictions are still relatively large, so we see Most of the AR activities based on Alipay are presented in the form of 2D image animation. In fact, this form is not conducive to users' perception of AR. Users will think that AR is just a H5 interaction based on camera reality. And AR can do much more than that.
Of course, we believe that the major platforms can give us more room to play through the optimization of technology.
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