Augmented reality brings in the fans

Social media is now established as an essential component in the toolbox of every major brand. But consumers are also craving more enriched experiences that merge online and offline in ways that can be shared.

Now, brands have to deliver big in even more spaces, and often at the same time.

Enter Shift Interactive, a local digital agency that over the past couple of years has been steadily creating high-impact interactive executions for consumers whether they are at an event or viewing a screen.

Shift Interactive is an affiliate of CGR Communications and so public-relations support matches the end-to-end solutions in social media and online marketing spaces.

The firm extracts all the benefits from these niches, measuring customer reach through fan growth, fan engagement, content and the quality of interaction.

"We constantly see major spikes in fan growth during and after events. However, our engagement and content quality scores remain consistently high," said Shift Interactive experience architect, Jamie Ranston.

"From educating the public to raising awareness, the connections we make extend the relationships brands can have with customers."

Shift Interactive has already had some big wins in brand experiences, among them is the Youth View Awards where the team implemented an exclusive 'Red Carpet LIVE' experience for Pepsi Jamaica - featuring local celebrity Yendi Philipps conducting interviews with various artistes and VIP guests. This was streamed live on Facebook, with regular updates and pictures as the events unfolded at the awards show.

At Yush, a similar tactic was used, only, this time, the interviews featured patrons who were lifted into the spotlight, and photos and live streaming brought the events close to those who were unable to attend.

The biggest buzz has been perhaps the firm's execution for Pepsi at Sumfest, a major aspect of the 'King of Pop' Campaign.

Virtual Michael Jackson

Using next-generation software, the team created an augmented reality series that allowed visitors to the Pepsi booth to dance alongside a virtual Michael Jackson. This was the first-ever augmented reality experience in Jamaica, and was backed by regular photo posts and video uploads of fan interaction on Pepsi Jamaica's Facebook page.

The unique digital experience was the result of a collaboration between Shift Interactive and French software company Total Immersion and video artist Jason Miller.

"We're impressed with this partnership and we see the evolving trends that Ranston has grasped and executed flawlessly to enhance the products and services offered by his clients," said Gaspard Chevallier, partner network sales director at Total Immersion.

Shift Interactive has now become Total Immersion's exclusive partner for Jamaica and the Caribbean.
For success, Ranston explains that careful planning is critical, and each project is tailored meticulously to suit individual clients, their target market and, of course, their business objectives. "First, we try to be original and different from all other executions, at least here in Jamaica, but most importantly we have to be relevant," he commented.

"Each execution has to make sense to the audiences we engage, otherwise we won't connect and they won't have an experience to talk about and share both online and offline."

The formula has worked wonders and as Ranston pointed out: "The most common comment from our online audience is 'I wish I was there' or 'sorry I missed this!' In the case of Sumfest, people online were able to live and relive many individual experiences, which I think gave them a whole different take on what was happening," says Ranston.

"Our clients really appreciate this new platform."

Tremendous benefits

One client who is relishing the amplified services of the Shift Interactive team is Carlo Redwood, head of marketing at Pepsi Jamaica.

"We have benefited tremendously from a range of activities that Shift Interactive has implemented and this has definitely assisted in propelling our brand into the spotlight as we continuously seek to create unique experiences for our consumers," he said. Additionally, the publicity has resulted in added value for the company, with online publicity transcending virtual borders.

"With our ongoing 'King of Pop' campaign, which will be running until August 29 - Michael Jackson's birthday, I am confident that we will continue to see real benefits to the Pepsi brand."

So what lies ahead with this emerging trend? Ranston reveals that what his team has been executing is just a small step in a much longer journey.

"What we are seeing at the moment is still in its infancy. In the immediate future, as Smartphones become a more common technology, augmented reality will become a normal way of communicating to consumers, entertaining audiences and disseminating information," he said.

"Imagine seeing Bolt's winning picture on the front page of the newspaper and then using your smartphone held over the picture to play a video of the winning race! This can happen right now!" explained Ranston.

(from Jamaica Gleaner)