From October 14 to October 15, the annual Jazz Shanghai Music Festival (hereinafter referred to as "music festival") was held at the Shanghai World Expo Park. Unlike previous years, this year's music festival has added a new AR interactive experience. NetEase Insights, as the AR's exclusive strategic partner for the festival, planned and developed this AR experience throughout the event to inject new technology elements into the show.
According to the interpretation of experts in the marketing field, in recent years, with the popularization of augmented reality technology, AR marketing has also become popular and has become a new marketing model integrating multiple elements such as technology, content, and creativity. Take this music festival as an example, Netease Insights changed the relationship between the traditional stage and the audience through the stage AR, and achieved real interaction and linkage through the AR.
Site: Retrieving Yourself in the 80s Through AR
“Hey, the enthusiastic little friends of the audience, we are now in the AR interactive game provided by the NetEase Insight AR team. The lucky ones selected by the camera and fixed on the big screen can instantly pass back to the 80s... You can 'cross' through the big screens on both sides, just like the theme of our jazz festival, and return to the 80s to find your 80s music elements.†17 October 15:15 The main stage of the Jazz Shanghai Music Festival suddenly cheered.
The host is interacting with the fans to experience an on-site AR experience: the camera rotates back and forth, cheering fans have the opportunity to get the camera's "concern", and can "walk through" on the big screen and experience the instant "incarnation." "Chaplin, Elvis and other characters.
(Music Festival Live Screen)
The fans of the scene were attracted by the experience of “crossing through†and “incarnate†nostalgia characters, shouting greetings at the audience, and calling the festival with new postures.
(Live fans are cheering)
(A handsome guy “passes through†into Chaplin instantly)
Behind: Creating differentiated AR for different scenarios
From the user's point of view, the value of AR lies in augmented reality technology in the real scene to realize a more realistic emotional experience and achieve a unified visualization of inner spirit and external world.
Netease insights are extremely concerned about the actual application scenarios of users. For different user needs in different scenarios, Netease Insights creates a differentiated AR experience.
Take this stage AR as an example. From the content, selecting characters such as Chaplin, Elvis Presley, and pirates is the final determination of Netease Insight after planning several sets of solutions. "At the time when we planned themes and characters, we considered matching the theme of the festival. Entertainment and nostalgia were keywords. Therefore, we chose a more classic character image and hoped to give it to the audience." Get back 80 years of his own 'nostalgia.' Netease insight related to the person in charge.
In terms of implementation, the stage AR of the festival achieved a real interaction between the stage and the audience through the “face interaction†approach.
Taking the live stage AR of NetEase's Future Technology Summit as an example, NetEase Insight creates a “spatial overlay†stage effect for the future technology summit, creating a blur from the ground to the sky, from the stage to the screen, and from virtual to reality. The AR space of the boundary of virtual reality enhances the sense of science and technology that the audience places in space and time.
(Netease Future Technology Summit Live Stage AR)
Trends: AR Marketing Is Increasingly Popular
"This AR experience is the highlight of the festival. For us, it is a brand new experience for the festival." Miss Wang, who has been a jazz festival for five consecutive years, said.
In the past 12 years, the Jazz Shanghai Music Festival is a “fashion card†for the city in Shanghai. Since its inception in 2005, the Jazz Shanghai Music Festival has been a spiritual paradise for the Jazz Circle. Fans are watching the idols on stage playing and singing. From the stage effect, the stage and the audience are both "split". The performers on the stage and the audience under the stage mainly interact with each other through humans. The NetEase Insight to help the music festival to create a stage AR is to achieve real-time interaction between the stage and the audience, in the true sense through the AR to achieve the interaction and linkage on the stage, through the technology to change the traditional stage effects.
In recent years, with the development of science and technology, new technologies such as artificial intelligence and augmented reality have gradually entered the eyes of people, similar to the new AR marketing mode of the stage AR gradually popularized in various life scenes. Marketing experts interpreted that AR marketing has become a new trend in marketing. More and more advertisers are escaping from the traditional marketing methods of relying solely on channels and content, and seeking to integrate AR marketing methods such as technology, content, and creativity.
As an AR exclusive strategic partner for this festival, NetEase Insight has extensive experience in AR marketing. It is understood that Netease AR is part of the NetEase artificial intelligence business department, NetEase Insight AR positioning AR platform, including mobile AR client and AR SDK, based on independent research and development of the core technology, focusing on AR value and business scene exploration. At present, Netease Insights has cooperated with AR marketing cases such as Alienation, the rise of the ball, and Netease Cloud Music.
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