1. Carlsberg AR Application

2. WHAT EXACTLY IS AR ?

3. 1) AR combines the real world with the virtual world 2) AR is interactive and in real-time 3) AR is registered in 3D

5. WHY HAS AR BECOME POPULAR ?

6. 1962 19751990 1992 2011 1998 200220082009 History of AR

7. 36% of the UK now own a smartphone

8. CARLSBERG AR PROJECT

9. The Task Raise awareness of / drive engagement with 3D promotion Use technology to deliver a talked about Carlsberg experience

10. How did we settle upon AR ?

11. Opportunity to deliver Carlsberg brand experience in form of a game Campaign Idea (Turn 3D give-away into a game)

12. AR experience triggered by marker printed on packaging The Technology (Marker Based AR)

13. Carlsberg branding effective on mobile Impressions 12,980,754 Clicks150,588+87% Delivered CTR 1.16%+132% 25% of all users who clicked the advertising went onto download the application

14. Application Performance (no 3 in the free entertainment chart) Application was downloaded on 52,239 occasions

15. Application Usage Statistics 82,372 user sessions –44% played 3+ minutes per session –15% played 10+ minutes per session Overall consumers spent 15.3m seconds playing the game –which works out as 4,253 hours Cost of £0.0046 per second spent of engagement Time spent playing with app more than justified costs

17. Summary This was the first ever on-pack AR promotion within the UK Juniper research highlighted Carlsberg as AR pioneers ! Campaign delivered unrivalled levels of engagement Mobile AR is in infancy, but a great start !