Tactic is using Unity to pioneer a new category of brand marketing: AR-enhanced product packaging. Pointing your phone’s camera at a package or label launches unique and compelling AR experiences that drive increased engagement and sales. We caught up with Tactic’s executive creative director (ECD) to talk about the challenges and opportunities for AR-enhanced products and discussed their latest project to bring Coca-Cola cans to life during the holiday season.
Tactic正在利用Unity开拓品牌营销的新类别：增强AR的产品包装。 将手机的相机对准包装盒或标签，可以启动独特而引人注目的增强现实体验，从而提高参与度和销量。 我们与Tactic的执行创意总监(ECD)会面，讨论了增强现实产品的挑战和机遇，并讨论了他们的最新项目，该项目旨在使可口可乐罐头在节日期间重现生机。
Tactic is one of the most innovative companies in immersive technology and design, specializing in augmented reality (AR) and real-time experiences. They were first in an entirely new marketing category of ‘brand in the hand’ AR experiences, starting with the first-ever AR wine labels for Treasury Wine Estates’ 19 Crimes AR app in late 2017, followed by the Jack Daniel’s AR app, and many more.
Tactic 是沉浸式技术和设计领域最具创新力的公司之一，专门研究增强现实(AR)和实时体验。 他们是`` 手品牌 ''AR体验的 全新营销类别中 的第一名，首先是 Treasury Wine Estates的19 Crimes AR应用程序 于2017年底 推出了首个AR葡萄酒标签 ，其次是 Jack Daniel的AR应用程序 ，以及还有很多。
Now, Tactic has launched Coca-Cola’s first large scale AR activation, just in time for the holidays:
现在，Tactic推出了可口可乐的 第一个大规模AR激活功能 ，正好在假期期间：
This year, Coca-Cola’s holiday cans and bottles will each feature unique AR experiences that trigger directly from the packaging, revealing animated holiday scenes with interactive storytelling and gameplay.
今年，可口可乐的假日罐和瓶子将各自具有独特的AR体验，这些体验可直接从包装中触发，并通过互动式讲故事和玩法揭示动画假日场景。
Consumers can use the Coca-Cola mobile app to scan the design on any Coke holiday can or bottle to experience these real-time, interactive AR experiences featuring Coke’s iconic family of holiday Polar Bears.
消费者可以使用可口可乐移动应用程序在任何可口可乐假日罐或瓶上扫描设计，以体验这些具有可口可乐标志性假日北极熊系列的实时，交互式AR体验。
Different packaging options will unlock different interactive Polar Bear experiences– from a snow-covered ice slide to a snowball fight or a musical holiday light show. When any two cans are scanned at the same time, the Polar Bear family will join together for a special rendition of ‘Jingle Bells’ using glass Coke bottles.
不同的包装选项将释放出不同的北极熊互动体验-从冰雪覆盖的冰滑道到打雪仗或音乐节的灯光秀。 当同时扫描任意两个罐头时，北极熊家族将聚在一起使用玻璃可乐瓶对“叮当铃”进行特殊的演绎。
Tactic’s AR experiences are all made with the Unity engine in combination with their proprietary character design and animation tools and expertise. I recently sat down with Peter Oberdorfer, VFX veteran and President/ECD at Tactic, to talk about the Coca-Cola project and the great work they are doing in Unity to bring packaging to life for brands.
Tactic的AR经验全都由Unity引擎结合其专有的角色设计和动画工具以及专业知识来完成。 最近，我与Tactic的VFX老手兼总裁/ ECD的Peter Oberdorfer开会，讨论了可口可乐项目以及他们在Unity中为品牌实现包装所做出的出色工作。
Tactic hit the scene in a big way with the Living Wine Labels app for Treasury Wine Estates. I remember the first time I saw it and thought how cool the experience was— point your phone at a bottle of wine and the label comes to life with animations and sound. Honestly, I didn’t expect it to take off like it did; but now I see 19 Crimes and other Treasury brands everywhere I go. And as I understand it, the AR-activated product labels are a huge hit. Can you talk about the journey Tactic has been on and how you are creating success for your customers?
Tactic借助Treasury Wine Estates的Living Wine Labels应用程序大获成功。 我记得我第一次看到它，并想到这种体验有多酷-将您的手机对准一瓶酒，然后通过动画和声音使标签栩栩如生。 老实说，我没想到它会像它那样起飞。 但是现在我到处都看到19个Crimes和其他国库品牌。 据我了解，AR激活的产品标签非常受欢迎。 您能否谈谈Tactic的发展历程以及如何为客户创造成功？
We actually initially started talking to 19 Crimes/Treasury Wine Estates and JWT SF, their agency, about creating a VR experience. Once our team saw the packaging, we thought it would work well to instead have the experience directly activate AR from the 19 Crimes bottles.
实际上，我们最初开始与 19 Crimes / Treasury Wine Estates和其代理机构JWT SF讨论创建VR体验的问题。 一旦我们的团队看到了包装，我们认为将经验直接从 19个Crimes 瓶中 激活AR会很好 。
Our initial test turned into a multi-product app, where each bottle had a story to tell, and each character on the bottles had an interconnected story. The app was a hit and started gaining users by several hundred thousand during the first year. We added features and other brands within Treasury’s brand portfolio and grew this into a portfolio platform with modular-functionality, updating AR experiences and a host of features with downloads in the millions.
我们最初的测试变成了一个多产品应用，其中每个瓶子都有一个故事要讲，瓶子上的每个角色都有一个相互关联的故事。 该应用程序大受欢迎，并在第一年开始吸引了数十万用户。 我们在财政部的品牌组合中添加了功能和其他品牌，并将其发展为具有模块化功能的组合平台，更新了AR体验，并提供了数以百万计的下载功能。
From there, other brand groups were interested in their own AR stories, and we created similar executions for many other brands like Coke, Jack Daniel’s, Procter & Gamble, etc. We see this as a great use case that can scale to a variety of brands and consumer goods. Our team is well equipped to leverage both content and technology within this space and are constantly refining our process along the way.
从那里开始，其他品牌集团对自己的AR故事感兴趣，我们为可口可乐，杰克丹尼尔(Jack Daniel's)，宝洁(Procter＆Gamble)等许多其他品牌创建了类似的执行方式。我们认为这是一个很好的用例，可以扩展到各种品牌和消费品。 我们的团队具备充分的条件，可以在此空间中利用内容和技术，并在此过程中不断完善我们的流程。
Let’s talk about the Coca-Cola project. Tactic used AR to bring one of the world’s most iconic brand’s IP— the Coke Polar Bear family— into the real world as animated, interactive content that can only be unlocked by interacting with the physical product. It’s whimsical and fun. Walk us through the project: how did it come about, what was Coca-Cola looking to achieve, what were some of the notable features and aspects of the project, what challenges did you face, and how did you make it a reality?
让我们谈谈可口可乐项目。 Tactic使用AR将世界上最具标志性的品牌IP之一(可乐北极熊家族)带入现实世界，成为动画，交互式内容，这些内容只有与物理产品进行交互才能解锁。 异想天开，有趣。 向我们介绍该项目：它是如何实现的，可口可乐希望实现什么，项目的一些显着特征和方面是什么，您面临什么挑战，以及如何使它成为现实？
We were originally contacted by the Coke packaging team, who had seen the AR experiences we created for other brands. That led to a larger conversation about how Coke could leverage AR around their product in the future, and from there we engaged around this campaign. We worked with their brand team to craft scenarios for the Coke Polar Bears, where we mixed gamified experiences made with Unity, like snowball fights with the bears, to an interactive arctic 3D light show and concert, to multi-can AR experiences, among others.
我们最初是与可口可乐包装团队联系的，他们看到了我们为其他品牌创造的AR体验。 这引发了关于可口可乐如何在未来如何在其产品中利用AR的广泛讨论，并从那时起我们就参与了这项活动。 我们与他们的品牌团队合作，为可乐北极熊设计场景，在其中我们将Unity的游戏化体验(例如与熊打雪仗，混合互动的北极3D灯光秀和音乐会，多罐AR体验)混合在一起。
Unity allowed us to create a variety of AR scenarios with the bears that were packaging-based, accessible, and fun. All the user had to do was open the app and point their camera at the product to access the various AR experiences and then could share to social, sign up for deals, or participate in any other call-to-actions.
Unity允许我们使用基于打包，易于访问和有趣的熊来创建各种AR场景。 用户要做的就是打开应用程序，将相机对准产品以访问各种AR体验，然后可以与社交分享，签署交易或参与任何其他号召性用语。
We were given the challenge of integrating a front-end AR experience into their existing app platform, for which we used the Unity library to do. We collaborated with their app team to optimize the Unity libraries to a small enough container to include the variety of AR experiences we provided, while still maintaining a smaller footprint alongside their existing app. The AR experiences launched in early November, alongside the holiday-themed Polar Bear cans and bottles for Coke and Coke Zero Sugar and has met great reception with a continuously growing audience.
我们面临着将前端AR体验集成到他们现有的应用程序平台中的挑战，为此我们使用 Unity库 来完成。 我们与他们的应用程序团队合作，将Unity库优化为一个足够小的容器，以包含我们提供的各种AR体验，同时仍与现有应用程序保持较小的占用空间。 AR体验于11月初推出，与节日主题的北极熊罐和可乐和可乐零糖瓶一起推出，并得到了不断增长的观众的好评。
Tactic develops AR experiences in Unity. Can you give us a few reasons why you chose Unity in general, and dive into some of the features used in the Coca-Cola project in particular?
Tactic在Unity中开发AR体验。 您能否提供一些选择总体上为什么选择Unity的理由，并特别介绍可口可乐项目中使用的某些功能？
Unity is the best toolset out there for the types of mobile AR experiences we create, where we can customize deeper, story-driven AR around characters and worlds, and include games and interactions. Our team can use Unity to quickly prototype and iterate with an artist-friendly toolset. Once we rally around a concept, Unity allows us to work within accelerated schedules and come out with a polished product, which is super useful for our deadline-driven clients.
Unity是我们创建的移动AR体验类型的最佳工具集，在其中我们可以围绕角色和世界自定义更深的，故事驱动的AR，并包括游戏和交互。 我们的团队可以使用Unity快速创建原型，并使用易于使用艺术家的工具集进行迭代。 一旦我们围绕一个概念进行团结，Unity将使我们能够加快进度，并推出精美的产品，这对于按时限驱动的客户非常有用。
With Unity, we are also able to quickly add features to our apps, whether it’s a customized age gate, a secure login, GPS/geofencing, a timeline-based cinematic piece, scripted or gamified character pieces with Mecanim, or Shader Graph for customized looks… all of which give our AR the edge it needs to shine.
借助Unity，我们还能够快速向我们的应用程序添加功能，无论是自定义的年龄门，安全登录，GPS /地理围栏，基于时间轴的电影作品，带有 Mecanim的 脚本化或游戏化角色片 ，还是 用于自定义的 Shader Graph 看起来……所有这些都为我们的AR带来了所需的优势。
From my prior experience in feature films on movies like Happy Feet and the movie series, The Matrix, I was happy to see that we could even do full-color sessions on the output with Unity’s Post-Processing pipeline. This is good to have in our back pocket for tuning the look of an AR activation, like the Arctic landscapes we made for Coke’s holiday activation. We were even able to bring all this to existing apps, using Unity as a library, and the 2019.3b version made it easier for us to accomplish that.
根据我以前在诸如 Happy Feet 和电影系列《 The Matrix》 等电影中的长片经验 ， 我很高兴看到我们甚至可以使用Unity的后处理管道对输出进行全色会议。 可以将其放在后袋中用于调整AR激活的外观，就像我们为可乐的假期激活制作的北极风景一样。 我们甚至可以使用 Unity作为库 将所有这些功能引入现有应用程序 ，并且2019.3b版本使我们更容易实现这一目标。
Amazing! It sounds like you really pushed the envelope with Unity on this project. So, how did it go? Can you talk about the launch, the length of the campaign, and how you measure success?
惊人！ 听起来您真的在这个项目上与Unity取得了突破。 结果怎么样？ 您能否谈谈启动，活动的持续时间以及如何衡量成功？
While I’m not able to share specifics of the Coke campaign’s numbers, I can generally say that it’s been a big success for them, and we are seeing opportunities open up for brands like Coke that take the AR plunge. Our metrics for our apps have proven to be a great way to engage customers on packaging and connect brand stories to products on the store shelves in entertaining ways.
虽然我无法分享可口可乐活动的具体数字，但我通常可以说这对他们来说是一个巨大的成功，并且我们看到像可口可乐这样的品牌为AR暴跌提供了机会。 事实证明，我们对应用程序的度量标准是吸引客户参与包装并将品牌故事以有趣的方式与商店货架上的产品联系起来的好方法。
Some of our apps that have been around for a while, like Living Wine Labels, still have hundreds of thousands of active users, with over 4 million installs to date! We see brands from a variety of categories getting involved, and it’s only growing. Increasingly, AR is part of an integrated digital strategy, as phone cameras are a significant part of our lives, and AR lives in that space.
我们已经使用了一段时间的某些应用程序(例如 Living Wine Labels) 仍然拥有成千上万的活跃用户，迄今为止安装量已超过400万！ 我们看到各种类别的品牌都参与其中，而且还在不断增长。 由于电话摄像头已成为我们生活的重要组成部分，而AR生活在该领域，因此，AR越来越成为集成数字策略的一部分。
One last question: where is this all going, why does Tactic think that brands like Coca-Cola, Jack Daniels, and more, are embracing immersive technology like AR, and what does it mean for the future?
最后一个问题：这一切将走向何方，为什么Tactic认为可口可乐，杰克丹尼尔斯(Jack Daniels)等品牌正在接受像AR这样的沉浸式技术，这对未来意味着什么？
We see great potential in the idea that everyday products can tell stories and serve up interactive experiences. Mobile phones are ubiquitous, and by turning everyday static, packaged goods to life, we see an opportunity for brands to make connections with their customers in ways that weren’t possible in the past. Immersive technology allows for real-time, direct, and personalized connections to consumers and a channel of evergreen content, with valuable data exchanged as to how consumers interact with brands and products.
我们认为，日常产品可以讲述故事并提供互动体验的想法很有潜力。 手机无处不在，并且通过将日常的静态包装商品变为现实，我们看到品牌有机会以过去无法实现的方式与客户建立联系。 沉浸式技术允许与消费者和常绿内容渠道进行实时，直接和个性化的连接，并交换有关消费者如何与品牌和产品互动的有价值的数据。
Tactic sees this becoming the new normal in the coming years, and we believe that brands will increasingly need to have a “camera strategy” as they engage with customers. The Unity toolset will be a big part of this as well, given that gamification and real-time on mobile is their wheelhouse.
Tactic认为这将成为未来几年的新常态，我们认为品牌在与客户互动时将越来越需要制定“相机策略”。 鉴于游戏化和实时化是他们的重任，因此Unity工具集也将是其中的重要组成部分。
As this all migrates from a bespoke app store environment to the web, we’ll increasingly see web-powered AR that rivals anything that can be done within a standalone app. Tactic is excited about technologies like Unity’s Project Tiny, which could eventually support AR on the web. We believe it will have huge potential for unique storytelling that has only started to scratch the surface.
随着这一切从定制的应用程序商店环境迁移到Web，我们将越来越多地看到基于Web的AR可以与独立应用程序中可以完成的任何事情匹敌。 Tactic对诸如Unity的Project Tiny之类的技术感到兴奋，该技术最终可以支持Web上的AR。 我们相信它将具有巨大的潜力，其独特的故事讲述才刚刚开始。
For more information on Unity’s solution for sales and marketing, visit our webpage.
有关Unity销售和营销解决方案的更多信息，请访问我们的网页 。
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