PROJECT

TaylorMade R1 Virtual App | Augmented Reality, Mobile Marketing, Utilities, Sports

OBJECTIVE

Through the use of Augmented Reality (AR) technology, drive increased engagement of the client’s target audience, leading up to and following promotion and retail release of the client’s R1 Driver.

MARKET

International

OVERVIEW

TaylorMade approached Gravity Jack with hope of allowing consumers the ability to customize and use the R1 Driver, weeks prior to the product’s public release. TaylorMade was eager to utilize augmented reality in order to achieve this, but research into what international augmented reality and visual search companies like Qualcomm and Aurasma provide left TaylorMade expecting high licensing costs, extremely limited software and little room for custom flexibility.

Gravity Jack’s in-house custom 3D, creative, development and marketing teams worked collaboratively with TaylorMade to create a completely custom augmented reality campaign for iOS and Android devices, utilizing Gravity Jack’s patented ‘browsAR Inside’ technology. Gravity Jack was the only provider able to provide TaylorMade with extremely customizable features on an extremely specific timeframe, without the need to license any software from an international third party.

The browsAR engine equipped TaylorMade’s mobile solution with the ability to, not only render the new R1 Driver in a three-dimensional augmented reality scene, but also the ability to provide consumers with a high level of engaging and interactive features. Consumers were able to use the product, free of charge, adjusting loft, face angle and shot shape, before rendering realtime estimates of ball loft. This was an experience that was entirely unprecedented in the industry. Gravity Jack was able to complete the application, a full round of in-house quality assurance testing and have the application delivered and approved by Apple’s App Store and Android’s Google Play, well before the required deadline. After release, TaylorMade experienced an unexpected result. The application began functioning as a digital augmented reality manual for users of the club, allowing them to get the most from their new investment. This was not only an exciting but also an extremely revolutionary finding for the industry.

RESULTS

The campaign completed, performing extremely well, initially earning an individual engagement index 42% higher than the industry average and featuring over 1,100 articles of press (including nods from Yahoo!, The Boston Globe, ABC News San Francisco and The Boston Globe) in only the first week.