Brandt Krueger

TECHNICAL PRODUCER, EDUCATOR, SPEAKER, AND CONSULTANT FOR THE MEETING AND EVENTS INDUSTRY. GEEK DAD, HUSBAND

Consultant, Meeting and Event Technology
Owner, Event Technology Consulting
Instructor, Event Leadership Institute
Cohost, #EventIcons - Where the icons of the event industry meet

Filtering by Tag: Augmented Reality

Incorporating Immersive Technology in Live Events

(This article was originally published in MeetingMentor Magazine in Spring 2017)

Augmented reality and virtual reality have been on the event technology buzzword list for a while now, with one or both making a lot of people’s “Hot Technology to Watch” lists as far back as 2015. The subject has always been a little twitchy for event people because a lot of what we do is about in-person experiences. We’re people-people, so the idea of a hundred attendees in a room strapping some device to the top of their heads is going to give a lot of us a severe case of spine shivers. Nonetheless, after years of talking about VR and AR, practical uses are starting to make their way into the meeting and events industry.

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Let’s take a moment to get our definitions straight because a lot of people have started to use the term virtual reality a little loosely. Augmented reality is the process of layering something over reality. An example would be the much-maligned Google Glass, in which the user could still see the world, but had text information in the corner of their vision. Whether it’s your smartphone, smart glasses, or full-on cyborgesque headgear, the user can still see and hear the world around them. Whatever information or image that’s being presented to them is being layered over the real world. It is literally reality, augmented.

Virtual reality, on the other hand, is meant to be an immersive experience. It transports us out of the real world - and into a virtual one. These are the headsets that have come on strong in the last year, including offerings from Google, Oculus Rift (which is owned by Facebook), Sony, LG, and other major manufacturers, and are quickly being followed by a host of knock-off, no-name brands. In addition to fully virtual worlds being presented to the wearer of a VR headset, an important subcategory has emerged: immersive video. While not technically virtual reality, filmmakers, documentarians, and extreme sports enthusiasts have begun creating amazingly compelling 360° video, putting the viewer in the middle of the action. The viewer can turn their head and body in any direction to view what’s going on in the scene, but cannot interact with it in any meaningful way.

Much has already been written about the uses of virtual reality as a marketing tool, either by venues or destinations. Immersive video and VR are perfect as in-booth experiences, or even giveaways as low-end VR devices can be as inexpensive as $10 in bulk and can give the viewer a dramatic and powerful view of your product or hotel. But how can event organizers start to take advantage of these emerging technologies, and overcome the healthy skepticism of what is inherently a solitary experience?

While VR headsets intentionally drop the viewer into their own personal world, don’t discount the group experience. Audi and Samsung have worked together to create group virtual reality experiences for their events. Upon arriving, guests were guided to a room of almost 100 Gear VR headsets and seated on space-age spinning chairs. From there they watched, simultaneously, a virtual presentation of amazing graphics and sound, including being seated in their new model vehicle while it rolled through a virtual thrill ride of twists and turns.

Meanwhile, back in “reality”, the room was pumped with smoke and one of the walls was removed. At the conclusion of the virtual presentation, the guests removed their goggles to reveal the actual vehicle to be inspected in person. The photos and videos are incredible, with people laughing, holding hands, and spinning in their chairs. The guests appear to have an amazing time... together.

This kind of scale is probably out of the budget for a lot of events, but it does show that creative event designers are finding ways to turn VR into a group experience. For the short term, most events might need to content themselves with some kind of station with two or three headsets where guests can have a little fun going into a virtual world or playing a game, but as costs come down and technology gets faster, it’s easy to envision group VR presentations becoming more cost-effective.

Things get even more interesting on the augmented reality side. Because these devices are layering information over reality, the experience doesn’t take you out of reality. We will again see the most obvious possibilities for venues, including being able to stand in the middle of an empty ballroom, put on a pair of AR goggles and have important information overlaid on to what the viewer sees. This could include various room setups, decor options, room features, and more - all rendered three-dimensionally and moving as the viewer walks through the environment. The goggles could highlight even more technical items such as ceiling heights, power drops, and rigging points.

Another application is to combine AR technology with other hot-topic technologies. Beacon technology allows for precise device location where GPS might not be available. Now, combine that with information contained within the typical event mobile app. Imagine being an attendee at a busy trade show. While visiting a booth, you receive a notification in your AR-enabled glasses, letting you know it’s time for your appointment at another stand. Your path to your next appointment is highlighted, and (just like Google Maps) it shows you the fastest route.

This technology is coming faster than you might think, with several companies working actively on augmented reality goggles and headsets, and while a little behind their virtual reality cousins, commercial versions should be available soon from the likes of Microsoft and Google. In the meantime, compelling AR experiences can still be achieved using tablets and smartphones, and these will likely continue to be popular and less expensive options for the near future.

On Why You Should Consider Skipping the “Augmented Reality” and Just Buy More Bacon

By any other name...

This post was originally going to be titled On Why Your App is NOT Augmented Reality.  I was all set to go on an epic rant about how several high profile event apps were being touted as “augmented reality”, when in fact they weren't AR at all.  They were just ordinary apps, pretending to be augmented reality, as part of the seemingly never-ending feature war that the mobile conference and meeting app market has become.

But... after discussing the topic with some other industry folks (thanks @kristicasey!), that’s not entirely fair.  I’m still not 100% convinced the examples I’m about to give are AR, but I’m willing to entertain the possibility that they’re a tiny fraction, of a small percentage, of the potential for the AR apps of the future.

The definition of augmented reality:

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So what is an augmented reality app?  Before I can even think about accusing someone of not being AR when they say they are, I should probably define that, eh?

I define an augmented reality app as something that displays a live view of the world (i.e. “reality”) and then takes information, graphics, animation, sound, or other data and adds it as a layer over or alongside that reality (i.e. “augments it”).  So the definition of an Augmented Reality App, is any app that - wait for it - augments reality.  Weird.

Surprisingly, if you look around the web that’s pretty close to the definition everywhere, much like looking up the word “recursion” on Google (Did you mean: recursion).

The first key part of that definition is the word “live”.  If I take your picture with my cell phone and then use an app to draw on squiggly hair and Snidely Whiplash mustache, I can’t think of anyone other than an argumentative philosopher that would say that app is somehow an augmented reality app.  It would, however, be hilarious.

The second key part of the definition is “layer over”, as in- you see (or hear, or smell) reality, but information about that reality is also being given to you by whatever device or app you’re using.

Like what?

My perfect example of what an augmented reality app could be: Imagine you’re at a trade show and want to get to a specific vendor.  You hold up your phone (or look through your Google Glass) and you see what you see in real life- booths, displays, people, carpet (double padded... oooooh...)  However, when you input the name of a vendor you want to find, a large arrow appears in the image, hovering over where you want to go.  On the carpet below you appears a line with arrows on it, showing you the quickest way to the booth.  Along the way, you see the names of each vendor hovering over their booth, with a button to favorite or remind you to look at later.  You don’t bump into anyone, because you’re seeing all this through your device, layered over reality.  As you approach your destination, the arrow gets larger and larger, until you’re standing right under it, in all it’s 3D glory!  This kind of AR is called “geotagged” as it’s information based on specific locations in your environment.

Another example: You point your device at a conference brochure, and a beautiful animated version of the conference logo on the page appears and dazzles you.  You open the booklet to the speaker bios page.  Each one of the photos now has a highlight box around it.  You select a speaker and their photo comes to life, and the speaker gives you, in their own words, a 30 second description of their session.  Again you can tag the speaker as a session you’d like to learn more on, and move on to the next.  This kind of AR is known as “marker based”, as its animations and information is keyed off certain markers contained in the printed brochure, showing your device where to layer over the data.

Now, for those who don’t happen to have these magical devices, you can still wander the trade show floor with a paper map, trying to find booth 702 in Aisle G, or you can just look at the speaker bios and the two sentence descriptions of the sessions in the conference brochure.  Those who have downloaded the app and have the right hardware?  They will experience an immersive world of extra content, all subtly branded and sponsored.

Where it falls apart

A book is not augmented reality.  A book is something that takes you out of reality.  It can be very informative, even about your current surroundings or situation, but it exists outside of that situation, and would still exist if you were in a completely different place, doing completely different things.  A map is not augmented reality.  You have to look at the map, interpret it, then look up and try and apply that information to the world.

Likewise, a traditional conference app is not augmented reality.  You open it, you read it, it informs your decisions, and you apply it to reality.  While you’re looking at it, though, you are almost completely disconnected from reality.

So what about the apps that spawned this article?  One, from a high end hotel chain, claims to make them the “First North American Luxury Hotel Brand to Feature Augmented Realty” in its ads.  The other is from a music festival sponsored by a large U.S. (but no longer American owned) beer brewery.  In both cases you had to open a pre-downloaded app, the app would engage the camera in the device, and then you point it at some printed materials.  Once the app recognized the materials, the page “came to life” in the display with a colorful, approximately 3 second animation.

Aaaaaaaaand done.  That was the end, as far as I’m concerned, of the augmented reality portion of the evening.  After that three second animation layered over the printed page, you were taken to a menu, in the case of the music festival.  The hotel? A full screen video with a couple of buttons, one of which would let you skip the content.  From that point on, the apps looked and behaved just like any other event or conference app, with links to schedules, bios, bands, special offers, and other normal old “exclusive” content.

augmented-reality-ikea-appWell, who’s fault is that?

So are these apps “Augmented Reality Apps”?  I would say no.  Three seconds of AR does not make it an augmented reality app.  But look closely at the hotel’s claim- they “Feature Augmented Reality”.  It’s not an augmented reality app, it’s an app that features augmented reality.  Likewise with the festival app.  Despite the headlines for the articles written about it “bringing augmented reality to events”, the actual app makers themselves hold no such illusions:

“When you hold your phone up to an image or product, it takes just seconds to get that experience on your phone," <redacted> said. "Once you get that experience, that’s when people really start engaging, whether playing a game or doing polling or whatever”

So the idea is to hook them with a few seconds of something interesting, then get them to do something else- play a game, polling, whatever.  Fair enough.

So are these apps using AR?  Technically, yes.  Are they using AR for anything other than just a quick, flashy gimmick?  No.  What you’re looking at through the display is almost irrelevant- it’s just a cute animation based on the printed material that triggered it.  The difference between that and scanning a QR code is minimal, at best.

The future's so bright, I gotta eat bacon

Think I’m being too harsh? Do yourself a favor and watch this demonstration:

[youtube=http://www.youtube.com/watch?v=6NKT6eUGJDE&w=560&h=315]

That video is from 2007.  TWO THOUSAND FREAKING SEVEN.  Think about that.  That’s a full three years before the iPad.  Here we are six years later, and the computing power in our mobile devices is bordering on the obscene.  My earlier two examples might have seemed a little far fetched, but are they really?  After watching that video, I can't help but feel that we've only scratched the surface of what's possible.  I know there's people out there right now, pushing the the technology to the limit, and what's coming around the corner is going to blow your freakin' mind.

In the meantime,  you’re telling me that the best we can do is a three second animation over your conference brochure cover or print ad?  C’mon, son.  I want my giant floating arrows and talking speaker pages.

So if that's it- that’s all you’re going to do with AR, you should save yourself the money and buy all your attendees an extra slice of bacon for breakfast.  They’ll be happier for it.  For the money the hotel chain spent on the app, plus the giveaways and discounts the app provided, they could have become the "First Luxury Hotel Brand to Feature Complimentary WiFi.  Because You Deserve It."  The copy would have written itself...