Peeta Planet: Hang-Out of the Social Media Generation
The Al Awadhi brothers are making waves with conceptual business ideas. With forward-thinking brands such as Google, TwoFour 54 and Dubai Media Incorporated supporting their ideas, it is clear that they are doing something right. Their latest venture, a travel series called ‘Peeta Planet‘ - is an evolution from their restaurant brand ‘Wild Peeta'.
The Press Launch of the Peeta Planet TV Show featured a large wall covered with a world map from Google. Pinned on it were Polaroid photos of the various locations the show has visited. Guests were invited to download the free augmented reality app from Ogle It! and view behind-the-scenes footage of the Peeta Planet presenters in action. This augmented reality wall is yet another signature of how Payman and Mohammed Al Awadhi have garnered interest.
Mohammed Al Awadhi: “We believe that viewers are ready to consume content in a multi-dimensional way; through TV, social networks and in secondary handheld devices.”
What differentiates their TV show and restaurant in their respective industries is the conceptual use of social media. From the very start, the brothers have aimed to ingrain their brands in the minds of potential consumers by engaging them via social media in decisions about the business, from what to eat to places to visit. Emotional attachments were quickly established which led to loyalty plus popularity by word-of-mouth. This two-man team has tapped into the experiential, interactive space which leads to authentic branding; and consumers are keen to spread the word because of their personal interest in it.
That is the pay-off with new media. This is the way forward to reach the tech savvy audiences of tomorrow. Traditional messages are aging and need a twist for sharable relevance. YouTube, Facebook, Google Plus, Pinterest, Instagram, Twitter and Vine are among the top communal media that consumers are voluntarily participating in. Any other marketing and advertising activity should be conceived with ‘content' in mind.
With these proliferate campaigns on the rise, Augmented Reality technology provides a unique way to combine physical experiences to the digital space and facilitate easy access to all those campaign efforts. Ogle It! Augmented Reality uses image-based recognition software, which is smartphone compatible, to tie ‘virtual content' like video, 3D models, motion graphics and dynamic web content to tangible materials, ranging from newspapers and menus, to wall art and branded merchandise.
With Smartphone sales set to crash through the USD 1 Billion barrier in 2013, the Augmented Reality industry is already showing significant growth as more brands incorporate experiences and content into their mix for maximum buzz.
About Ogle It! Middle East:Ogle It! Middle East was founded by A. D. RISE, a UAE-based Group of companies, headquartered in Dubai, UAE. A. D. RISE focuses on identifying new and innovative technologies that will enhance consumer experiences in the Middle East. Ogle It! operates using the Aurasma platform, and is the Augmented Reality provider across MENA.