Shopper Marketing - July 2016 - 41


By Dan Ochwat

P

utting on a virtual reality headset
today makes the user look a bit
like a character from the Marvel
Universe. But rather than gaining X-Men-like
mind-control powers, wearers of the bulky,
futuristic-looking goggles get transported
into a newly invented 3-D world.
The Kellogg Co., for instance, recently released a virtual reality gaming app that puts
players in the Marvel world - coinciding with
the May theatrical release of "Captain America: Civil War." Download the app, buy participating Kellogg's products to get a themed
cardboard viewer, and play as Captain America or Iron Man.
Virtual reality (VR) and augmented reality
(AR), while not new, are facing a new beginning as the industry figures out how the technologies can be used as a consumer-engagement tool. In the near future, headsets won't
be as bulky but more like eyeglasses. And the
resolution will be as dynamic as 8K. (Currently,
the best TVs are only 4K).
AR-embedded smartphones will feature
depth-sensors that detect walls and objects
so that in an augmented reality world, with
the glasses or a headset on, a user could see a
cat walking around her living room couches,
chairs and walls. "Conceivably, you can have
a virtual pet and never need a real one," says
Nathan Pettyjohn, founder and president of
the VR/AR Association. "I know it sounds
nuts, but it's coming."
Pettyjohn, who owns Aisle411, an indoor
mapping company, started the VR/AR Asso-

ciation in January to help companies network
and share learnings.
With Google, Apple, Alibaba, Facebook
and many others working to make VR and AR
the next big social and commercial platform,
there will be new streams of content or ways
to watch movies. E-commerce will become
virtual commerce, or an entirely new way to
shop.
"I view virtual reality as the next dimension of consumer and shopper engagement,"
says Kyle Ingram, group account director with
The Integer Group, which conceptualized
and executed the Kellogg's "Captain America"
app with Bully Entertainment. "The capability to transport someone from the couch to
his or her favorite concert venue or vacation
destination is a marketer's dream. The possibilities are literally endless. But it's also a scary
proposition for brick-and-mortar retailers, as
e-commerce will eventually evolve into virtual shopping experiences."

Defining VR, AR
Virtual reality, as Pettyjohn describes it, is
closing off the real world and entering a computer-generated, simulated world, whereas
augmented reality involves superimposing
digital content onto the real world.
With AR, it can be as unsophisticated as
Snapchat, where a user snaps a photo of herself in the real world and overlays digital puppy ears. Another example is from Augment,
which has a mobile app that CPG executives
will download and, through an iPad, for exJULY 2016 SHOPPER MARKETING y

41



Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
Shopper Marketing - July 2016 - 13
Shopper Marketing - July 2016 - 14
Shopper Marketing - July 2016 - 15
Shopper Marketing - July 2016 - 16
Shopper Marketing - July 2016 - 17
Shopper Marketing - July 2016 - 18
Shopper Marketing - July 2016 - 19
Shopper Marketing - July 2016 - 20
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Shopper Marketing - July 2016 - 27
Shopper Marketing - July 2016 - 28
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Shopper Marketing - July 2016 - 38
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Shopper Marketing - July 2016 - 40
Shopper Marketing - July 2016 - 41
Shopper Marketing - July 2016 - 42
Shopper Marketing - July 2016 - 43
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