Carlsberg AR Application
WHAT EXACTLY IS AR ?
1) AR combines the real world with the virtual world
2) AR is interactive and in real-time
3) AR is registered in 3D
WHY HAS AR BECOME POPULAR ?
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2011
1998
200220082009
History of AR
36% of the UK now own a smartphone
CARLSBERG AR PROJECT
The Task
Raise awareness of / drive engagement with 3D promotion
Use technology to deliver a ‘talked about’ Carlsberg experience
How did we settle upon AR ?
Opportunity to deliver Carlsberg brand experience in form of a game
Campaign Idea (Turn 3D give-away into a game)
AR experience triggered by marker printed on packaging
The Technology (Marker Based AR)
Carlsberg branding effective on mobile
Impressions 12,980,754
Clicks 150,588 +87%
Delivered CTR 1.16% +132%
25% of all users who clicked the advertising went onto download the application
Application Performance (no 3 in the free entertainment chart)
Application was downloaded on 52,239 occasions
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
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 !