Recently, Pepsi launched an international marketing campaign, bringing together four football Superstars: Lionel Messi, Paul Pogba, Mo Salah and Raheem sterling for an AR marketing.
Pepsi’s Black / Max will contain QR code on the package. Scanning can unlock the AR images of Messi, Pogba, Salah and Stirling. Users can play a football defense game with four stars, or even try to play in the air. After activation, users can also share their scores through instagram.
Considering that the game is closed and people need to stay indoors, Pepsi’s cooperation with the stars provides the fans with such an opportunity to interact, which is perfect for people looking forward to the return of football.
The event will be promoted in more than 80 countries around the world. Pepsi hopes to attract more football fans by adding AR avatars and game elements to some famous players.
As Pepsi’s UEFA of the year began to heat up, it has generally strengthened its football related marketing. The soft drink giant hopes to enhance the strength of its core brand and attract people’s interest in new products, so the mobile product packaging and AR technology have become the focus of Pepsi Cola.
Pepsi has recently increased its investment in advertising and media. While its competitor Coca Cola also focuses its investment on marketing and brand innovation, its performance has also been enhanced.
AR is a real-time technology to calculate the position and angle of camera image and add the corresponding image. This technology was introduced in 1990 and has only recently become popular in the marketing industry.
The combination of technology and marketing innovation, together with Pepsi Cola, which is popular among young people, has made a “big fuss” in product packaging, which not only produces perfect chemical effect in marketing, but also leads to a “can sweeping upsurge” which is popular all over the city.
This time, Pepsi Cola, as a partner of AR in-depth cooperation, integrates interest and communication, applies AR technology to activity products, so as to generate interesting interactive experience in the process of buying / drinking Pepsi.
Compared with VR, in recent two years, thanks to the rapid popularization of smartphone support for AR, AR applications have successfully entered the consumer’s vision, covering more than 1 billion users. At the same time, Google and apple are vigorously promoting the development of mobile AR technology, providing content developers with arcore, arkit and other ideal platforms. In terms of content, the basis of AR is much richer than VR in the same period. With the continuous maturity of augmented reality technology, the continuous expansion of application scenarios, the market demand will continue to rise, and it is expected that the global mobile AR market revenue in 2021 will be expected to exceed 17 billion US dollars.
WIMI Hologram Cloud (NASDAQ:WIMI) focuses on the field of holographic ar. at present, there are three ways to realize holographic ar: holographic AR based on 2D screen, holographic AR based on headwear device and holographic AR based on 3D space. In order to obtain the hologram, the first two need the aid of equipment, while the 3D space holographic AR is not. The technology is to display through the plane transparent film made of special materials.
The core of WIMI Hologram Cloud (NASDAQ:WIMI) business is holographic AR technology, which is used in software engineering, content production, cloud and big data to provide holographic services and products based on AR for customers. The products mainly include holographic AR advertising service and holographic AR entertainment products.
Before learning about WIMI Hologram Cloud (NASDAQ:WIMI), it’s necessary to have a basic understanding of VR, AR and MR. VR is virtual reality, and users can interact naturally with the virtual world with specific devices. AR is augmented reality, and this technology can superimpose the virtual world with the real world. Users can interact through the device. There is a small game called “AR Jumping” in Ant Farm of Alipay. This game is simple scene application of augmented reality. MR is mixed reality, and it creates new environments and visualize the three-dimensional world by combining real and virtual worlds. From the technical boundary, AR contains VR and MR contains AR.
WIMI Hologram Cloud’s holographic AR advertising software allows customers to insert real or animated 3D objects into video clips, and seamlessly integrate objects and videos with scene clips in the video, while advertisements are primarily inserted into movies and TV shows.
Compared with traditional digital advertising, the advertisements with holographic AR technology are more interactive, and its cost-effectiveness and flexibility are more obvious. It can recognizes duplicate advertising spaces for multiple branded advertisements, saving costs.
Figure: Part Example of Holographic AR Advertisements in WIMI Hologram Cloud Videos
The holographic AR entertainment products of WIMI Hologram Cloud include the payment middleware software, game distribution platform and holographic MR software. The payment middleware software mainly refers to that the company’s software can be fully integrated with various types of mobile applications. As of 2018, the payment middleware of WIMI Hologram Cloud has been embedded in more than 1,100 mobile applications of more than 300 customers.
The game distribution platform is the online game distribution platform of 233 Game Platform launched by WIMI Hologram Cloud in 2018. As of 2018, 150 applications have been published or docked on this platform, with more than 200,000 active members per year.
MR software is a comprehensive holographic application platform independently developed by WIMI Hologram Cloud. It includes multiple models that allow end users to edit and display holographic AR content and create customized visual effects.
The development of holographic AR advertising business is relatively rapid. In recent two years, both the number of customers and the unit price of customers have significantly improved. WIMI Hologram Cloud (NASDAQ:WIMI)’s holographic AR advertising software enables users to insert real or animated 3D objects into the video, and then integrate them into the video seamlessly. WIMI Hologram Cloud (NASDAQ:WIMI)’s online holographic AR advertising solution embeds holographic AR advertising into films and programs sponsored by China’s leading online video media platform.
In terms of segmentation, the AR industry chain mainly includes four major parts, hardware, software, applications and content and services. The hardware includes components and equipment. The software is divided into information processing and operation platform. The application and content are developed and produced for different industries. The service is to distribute the application contents through the distribution platform. From the perspective of business model, WIMI Hologram Cloud is a solution provider that integrates applications and content and services according to the real needs of downstream customers to output complete solutions. Therefore, WIMI Hologram Cloud is mainly realized through holographic AR advertisement and holographic AR entertainment products.
The holographic cloud service will be deeply combined with 5g. Under the cooperation of 5g high speed and low delay, the transmission delay of remote communication and data transmission from the system terminal to the service server is about 6ms on average, which is far less than the transmission delay of 4G network, which guarantees the remote communication and data transmission of the holographic AR without jam and low delay, and the multi terminal collaboration in different places, and the richness and diversity of time interaction. It makes the end cloud collaboration more efficient. Enhanced mobile broadband (embB) and Internet of things (IOT) applications make the holographic AR advertising business and holographic AR entertainment business of WIMI Hologram Cloud, as well as holographic interactive entertainment, holographic conference, holographic social, holographic communication, holographic home holography, etc., all of which will effectively increase the core technologies based on 5g + AI face recognition technology and holographic AI face change technology.
After 5g landing, the first scenario application will accelerate the development of VR / AR, and the growth rate of China’s market will be higher than that of the world. Therefore, under the support of 5g, the communication transmission short board of immersive game scenes such as VR / AR will be made up, and it is expected that VR / AR Business of immersive games will accelerate. According to the research of China Academy of information and communication, the scale of global virtual reality industry is close to 100 billion yuan, and the annual compound growth rate is expected to exceed 70% in 2017-2022. According to greenlight, the scale of global virtual reality industry will exceed 200 billion yuan in 2020, including 160 billion yuan in VR market and 45 billion yuan in AR market. In addition, for China’s market, according to the latest IDC global augmented and virtual reality expenditure guide, by 2023, China’s AR / VR market expenditure will reach US $65.21 billion, a significant increase from the forecast in 2019 (US $6.53 billion). Meanwhile, the CAGR of 2018-2023 will reach 84.6%, higher than the 78.3% growth rate of the global market.
Therefore, after the issuance of 5g license plate, the biggest application of the first stage scenario is VR / AR industry, which is a trillion level industry. After the technological innovation of AR micro display, optics and perception interaction plates in the industry chain companies, the manufacturers began to actively layout the AR mass production capacity. As a new industry, the global holographic AR market has a huge growth potential and has attracted more and more attention since 2016 A lot of investment has been made, which has made a great contribution to the growth of the industry. Several organizations, including R & D, are investing heavily in the technology to develop solutions for businesses and consumer groups. Over the years, the holographic augmented reality market has been widely used in game, media and marketing applications. Its application in different industries such as advertising, entertainment, education and retail is expanding, and it is expected to promote demand in the forecast period.
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