Native Drop: Apple introduces the world to Spatial Computing
We release regular LinkedIn and Twitter content that breaks down Web3 concepts and brand case studies. Here are some of the recent highlights that you may have missed:
Welcome to the new subscribers who have joined us since the last newsletter! We release regular LinkedIn and Twitter posts that break down Web3 concepts and brand case studies that are likely to drive mainstream adoption. Here are some of the recent highlights you may have missed:
This morning at Apple’s Worldwide Developers Conference (WWDC), they made a range of hardware and software announcements. The announcement I’m particularly excited about is Apple VisionPro, their new Augmented Reality headset.
“With Vision Pro, you’re no longer limited by a display. Your surroundings become an infinite canvas. Vision Pro blends digital content into the space around us. It will introduce us to Spatial Computing.” - Tim Cook
Disney's Chief Executive, Bob Iger, said the company would be building new experiences specifically for the device, showing examples such as Star Wars-themed virtual cinemas, AR replays for sports and a Marvel VR experience. “We believe Apple Vision Pro is a revolutionary new platform that can make our vision a reality. The thing that struck me most was how it will allow us to create deeply personal experiences that bring our fans closer to the characters they love.”
According to Cathy Hackl, a prominent metaverse strategist, Apple’s device represents a stepping stone towards an AR and AI-driven wearable world. Existing AR glasses and smart mirrors in retail stores are one of the ways consumers are already being primed for this future.
What do you think?
Find the post here.
Is the future of influencer marketing, completely AI-generated?
Brands like Prada and Samsung are working with virtual or AI-generated influencers to market their products.
What are virtual influencers and how are brands already using them?
A virtual influencer is an animated digital character that exists entirely online. According to Forbes, the characters are often purposefully made to look human-like to allow followers to connect with them and create a bond of trust that has the power to influence their purchasing decisions.
Prada launched virtual influencer, Candy, as the face of Prada’s Candy perfume. According to Vogue, the use of digital influencers continues to make a significant impact, especially when the target audience is Gen Z, which the Prada Candy fragrance has always been directed to.
Samsung introduced virtual influencer, Sam, who is the company’s digital specialist and tech blogger. The blog describes Sam as a gamer, an environmentalist, and a Metaverse enthusiast.
Why are brands using them?
The benefits of using virtual influencers:
Brands can maintain absolute control over their projects from conception to completion, including the creative process, which is usually dependent on the influencer.
Virtual influencers are more cost effective and are able to create content around the clock.
Brands can reach new, younger audiences, like Gen Z, who are more likely to engage with digital characters.
According to Entrepreneur.com, virtual influencers yield 3x more engagement than human influencers.
Find the post here.
Would you buy a $200,000 diamond ring via an augmented reality (AR) filter?
Here’s what Cartier is doing and why it matters.
The fine print:
Cartier, the luxury jewellery brand, is experimenting with augmented reality (AR) in a bid to create an immersive shopping experience in its stores.
The company has created a program called “the Looking Glass” in partnership with software developers Jolibrain and Blue Trail Software, which is currently being tested in a small number of stores around the world.
The program allows customers to view digital rings that aim to simulate the look of the real thing on their hands.
The Looking Glass program currently has 13 rings available, with prices ranging from $3,000 to $200,000, but Cartier plans to expand the program to other items such as bracelets, cuffs and watches.
Unlike other companies such as Ikea and Gucci, Cartier's AR program can only be experienced in-store and is not accessible through a phone.
Our take:
Cost-efficient and more sustainable practices: AR can help customers understand what they are buying better, significantly increase retailer sales and customer satisfaction in the process, and reduce the costs associated with products.
Engage consumers through immersive formats: AR allows brands to build brand recognition and attract new audiences in a much more visual, immersive and connected way. In fact, brand awareness increases by as much as 70% with the creative use of AR (Poplar Studio, 2020)
Increase in brand awareness through AR leads to higher product sales: AR-backed content has a 70% better memory recall than non-AR content. Further, customers who used AR spent 20.7% more time with the brand and viewed 1.28 times more products on average (HBR, 2022).
What do you think of luxury brands using AR in their product marketing?
Find the post here.
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