Q&A with Caspar Thykier, Co-Founder & CEO at Zappar

Caspar Thykier, Co-Founder & CEO at Zappar, has spent 15 years working across different areas of marketing, starting in advertising where he became the youngest Board and New Business Director at AMV BBDO in London. He went on to become a Co-Founder and Managing Director at the marketing agency Campbell Doyle Dye which grew to become a top 50 UK marketing agency. Caspar then spent 18 months as the Chief Operating Officer at the leading PR firm Freuds before moving into the world of digital through Zappar.

The world of ‘voice and vision’ technologies are opening up for brands and businesses and will only accelerate over the next five years. Get in now and see how you can help shape the future.



MEDIA 7: Could you please tell us a little bit about yourself and what made you choose this career path?
CASPER THYKIER:
I studied social anthropology at Edinburgh University (great city, amazing accommodation but when the wind blows…!) before getting into advertising: through a combination of hard work, luck and timing I got a permanent position at AMV BBDO in London in 1996 when it was arguably the best agency in the world, creatively with an incredible alumnus of people and got to work on great brands like Volvo, Guinness, Pizza Hut and Capital Radio to cut my teeth. I became a board director and head of new business for the AMV Group before helping set up a new agency (doesn’t everyone in advertising?!) in 2001 called CDD which we ran for seven successful years with clients like The Macallan, Invesco Perpetual, Adnams Bitter, Intelligent Finance, NFU, Mercedes-Benz. Then followed a stint as COO at Freuds to try and learn the alchemy that continues to make them such a successful PR agency over decades; before setting off again on my own adventure with my business partner Kirk Ewing to set up VEEMEE in 2008 – one of the world’s first virtual brand agencies servicing PlayStation Home for businesses like Audi, GAME, Diesel, Warner Bros. and more.

From understanding MMORPGs, that knowledge cascaded into an interest in AR in about 2010 and the incorporation of Zappar in 2011 having met two incredible leaders in this field called Dr. Simon Taylor and Connell Gauld who were at the University of Cambridge. That Zappar journey continues today as we continue to democratize AR around the world and work with an amazing roster including Rovio, Warner Bros., Nestle, Beiersdorf, Pez, 7-Eleven, Unilever, Universal Studios, LEGOLAND, etc. Looking back I guess the defining and consistent thread throughout has been a love of the power of brand storytelling in all its forms from TV, print, digital, virtual world through to AR, VR, and MR and how that can drive business success.

M7: What are some of the most exciting AR projects that have been undertaken and executed by Zappar?
CT:
Goodness, there have been so many over the last ten years. Here are just a few. From creating the world’s first AR video card product with Moonpig; to supporting One Direction’s seven-hour live broadcast streamed on YouTube (with over 3k scans a second at some points); developing the first ever AR scavenger hunt at retail for ASDA; creating 100s of millions of AR activated products with Hasbro for Transformers, Littlest Pet Shop and My Little Pony as well as a brand new AR product ranges for HeroVision with Iron Man and Bumblebee; partnering with Rovio and Angry Birds and integrating AR into their Angry Birds Action app; becoming the visual search and content creation partner for Shazam globally; creating the concept of global AR style guides with Warner Bros. for their consumer products division; redefining AR in retail with 7-Eleven in the US with an always-on camera capability in the 7Rewards app; creating the world’s most affordable 6-DOF Mixed Reality headset at just $40 with ZapBox; building the idea of connected packaging and products as an owned media channel for CPG brands like Nestle; creating the world’s most affordable, scalable and robust content authoring and publishing platform in ZapWorks; bringing WebAR to the mass market for CPG brands. The list is long and goes on as we have such an active R&D department, platform team, and class-leading consultancy within the business and work in such an ever-evolving and fast-paced digital space.


AR is transforming from a nice-to-have marketing add-on for surprise and delight occasions to an always on-camera capability and strategy for instruction, information, and inspiration. There’s no more exciting time to be in the industry.



M7: How do you ensure that your sales team understands and presents the products and services in an engaging manner?
CT: I
t’s a great question. The thing about AR is that it’s fairly easy to nod along to in a presentation but there’s nothing like seeing it in action and using it yourself. (It’s the difference between seeing a magic trick on TV and being part of the performance). So we rely a lot on video content and live demos (whether in person or over Zoom). Our job is to take the technology out of AR and focus on the end benefit to our customers and their end-users. The tech works, the canvas in spatial computing is there and open to everyone. Our job is to help brands understand how they can make the most of this new media opportunity and express their brand purpose and promise through this new super-power and lens on the world. We put a lot of effort into our documentation, support, and example content to share with our community and customers.

M7: What do you see as the most noticeable change right now happening in the industry, encouraged by the rise of digital technologies?
CT:
For our industry, the past year of the pandemic has accelerated positive change. The rise in QR code scanning; the desire for contact-less shopping, production visualization, and virtual try-on; a need to offer remote assistance at work, accelerate learning and development in a disconnected workforce, and fan engagement at home. This has all been aided by the rising tide of technological advancement in optics, camera quality, battery life, CPU/ GPU performance, network speed, and connectivity, lowering costs in hardware.

We also have the inexorable rise in e-commerce and online retail where the use of AR has been proven to drive registration and purchase consideration. The advent of WebAR has also cascaded the opportunity for brands (especially CPG) looking to turn their passive print into digital portals to express brand purpose, provenance, and sustainability. AR is transforming from a nice-to-have marketing add-on for surprise and delight occasions to an always on-camera capability and strategy for instruction, information, and inspiration. There’s no more exciting time to be in the industry.


We’re are now more than ever in an age of brand reputation controlled by consumers rather than an age of brand image dictated by brands, their agencies, and marketers.



M7: What do you believe are the top three product marketing challenges in the post COVID-19 era?
CT:
The COVID-19 era has compounded other forces that were at play already: the steady move from brick-and-mortar to online retail; the misinformation information age we live in and rise in conscientious consumerism; a desire to seek out purposeful brands with a good ethical stance taking responsibility for their working practices and sustainability credentials. We’re are now more than ever in an age of brand reputation controlled by consumers rather than an age of brand image dictated by brands, their agencies, and marketers. From a marketing perspective for products the challenges that arise are the same as ever but more acute: 1. How do I deliver top of mind awareness for my product? 2. How do I connect with my audience in more contextually relevant ways to express my brand purpose? And a new one to the list 3. What does my brand say and do in an age of spatial storytelling?

M7: OnePlus has made a record of launching their Nord phones through Augmented Reality. What such exciting AR events are you planning to launch/host in the coming years?
CT:
As a company, we’re in the unique position of being a technology platform and creative consultancy rolled into one. We’ve also developed and sell our own hardware in ZapBox: our affordable mixed reality solution for the mass market. Later his year we’ll be launching the newest and most advanced version of this product called All New ZapBox. This really will be a new milestone in bringing affordable fully 6-DoF experiences to the world like nothing else out there and should help open up the growing market of XR wearables to an even larger global audience. Not surprisingly the launch of this product will take advantage of AR capabilities in sales and marketing and indeed is already supported by a pre-order WebAR experience, product visualization, and virtual try-on which you can find here. I can’t say too much more but certainly, watch this space towards the end of the year!

M7: Your message to the tech enthusiasts?
CT:
To any designers and developers out there, I’d encourage them to explore AR and help write the rules of spatial computing and explore the new narrative structure afforded by spatial storytelling. Tools like ZapWorks and our Universal AR proposition are designed to make this new 4D canvas accessible and affordable for experimentation. The world of ‘voice and vision’ technologies are opening up for brands and businesses and will only accelerate over the next five years. Get in now and see how you can help shape the future. There will be an incredible demand and little supply for experts who truly understand how to develop success in XR as we have found. That experience and years of practical knowledge will count for an awful lot as the market continues to mature.

ABOUT ZAPPAR

Zappar is the world’s leading augmented reality platform and creative studio for mobile and web apps. Zappar’s award-winning self-serve tools and creative consultancy, enable brands, agencies and license partners across the world to deploy innovative, customizable market-leading AR solutions to the mobile web and native apps. Partners include Rovio, UniversalNBC, Warner Bros., Nestle, 7-Eleven, Beiersdorf, PwC, Accenture, Minnesota Vikings, Shackleton Whiskey, Kelloggs, PEZ and Hasbro among others.

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ARound and Immersal Team Up to Revolutionize Augmented Reality in Sports and Live Entertainment

PR Newswire | January 04, 2024

ARound, the pioneering shared augmented reality (AR) platform, part of Stagwell, is excited to announce a groundbreaking partnership with Immersal, leaders in spatial computing and AR localization technology, and part of Hexagon. By creating a turn-key WebAR solution for stadium AR, this partnership facilitates easier integration of shared AR experiences for teams, venues, and events, broadening the scope of interactive fan engagement. ARound and Immersal are poised to announce their inaugural collaboration with a major sports league next month, marking a significant milestone in bringing this innovative vision to life. This partnership combines ARound's connected, shared AR technology that has transformed live fan experiences for professional sports teams across three professional leagues – MLB, NBA, NFL – including the Minnesota Twins, Los Angeles Rams, Kansas City Royals, and the Cleveland Cavaliers, with Immersal's visual positioning system (VPS) that creates centimeter-accurate, large-scale indoor and outdoor AR experiences. "This partnership is a game-changer in the world of sports and live entertainment as we collaborate to make stadium AR experiences more accessible and ubiquitous to all fans and types of events," said Josh Beatty, founder and CEO, ARound. "By integrating our fan engagement platform with Immersal's robust localization technology, we can seamlessly create dynamic digital experiences that put fans at the center of the action while scaling to new audiences around the world." The integration of ARound and Immersal technologies yields greater access and broader use cases of AR experiences through WebAR, enhancing the overall quality and ease of integration for in-stadium entertainment. Fans can interact with live events in real-time, participating in AR games, accessing real-time game content, and enjoying shared experiences with fellow attendees, all from their smartphones without the need for a standalone app. Brands and sponsors will also now be able to connect with audiences in innovative, meaningful ways, enhancing their marketing mix and creating new avenues for engagement. "We're committed to innovating and enhancing AR experiences at live events and our technology, combined with ARound's exciting platform, will set a new benchmark in how fans interact with live sports and entertainment, offering them an engaging and memorable experience like never before," Matias Koski, CEO, Immersal. This groundbreaking partnership heralds a new era in fan engagement, offering sports teams, venues, and brands an unparalleled platform to connect with audiences. Combining ARound's interactive fan experiences with Immersal's precision technology, the stage is now set for a revolution in live entertainment. About ARound ARound is a first-of-its-kind stadium-level shared augmented reality platform and is part of the Stagwell Marketing Cloud, a proprietary suite of SaaS solutions built for the modern marketer. ARound keeps audiences engaged by capturing their attention through immersive, interactive and shared experiences with fellow fans across the venue. Where other AR products offer isolating, singular experiences, ARound's massive multi-user AR – which uses 3D spatial computing to localize content – redefines what it means to be part of a connected fan experience. It was the winner of Stagwell's annual innovation competition which invests in new product ideas proposed by the network's 13,000+ employees. ARound and the Stagwell Marketing Cloud are a part of Stagwell (NASDAQ: STGW), the challenger network built to transform marketing. About Immersal Immersal, part of Hexagon, is building world-leading spatial mapping and visual positioning tools — the foundation of the metaverse. Founded in 2015, Immersal's team is based in Helsinki, Finland, and working with partners, developers and creators across the globe to reimagine how we explore, interact and create. Immersal also has sales offices in Hong Kong and in Silicon Valley, California, and is expanding its presence and partner networks globally. The company was acquired by Hexagon in 2021 and continues to pursue the vision of a metaverse built and experienced by everyone on any device. Hexagon (Nasdaq Stockholm: HEXA B) has approximately 24,000 employees in 50 countries and net sales of approximately 5.2bn EUR.

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Technologies

The YES Network and MSG Networks Form Gotham Advanced Media and Entertainment (GAME), a New Technology

PR Newswire | January 05, 2024

The YES Network ("YES") and MSG Networks ("MSGN") today announced that they have formed Gotham Advanced Media and Entertainment ("GAME"), a new 50/50 joint venture to capitalize on technical and operational synergies associated with YES' and MSGN's streaming services. GAME will also offer turn-key digital content distribution services, including platform technology, operational support and comprehensive data analytics to third parties, utilizing the combined technical and operational expertise each company has garnered from the respective successful launch and operation of the YES App and MSG+. "As we continue to capitalize on the momentum created by YES' award-winning digital offerings, we look forward to collaborating with MSG Networks to further elevate the fan experience," said Jon Litner, CEO of the YES Network. "With the launch of GAME, we are excited to develop new product offerings, and premium features and functionality, to serve audiences like never before, while also providing a scalable tech solution for third-party content owners seeking to deliver state-of-the-art streaming experiences to their customers." Andrea Greenberg, President and Chief Executive Officer of MSG Networks, said: "This joint venture with YES will combine the streaming expertise of two of the largest regional sports networks in the country. With the formation of GAME, we seek to marry our collective insight, expertise and best-in-class technology not only to explore enhancements to our own products, but also to offer other networks, teams and sports properties an efficient way to launch a state-of-the-art streaming service. We are excited to partner with YES to create solutions for third-party content providers looking for a seamless way to reach new audiences." GAME expects that its potential clients would benefit from a broad range of world-class streaming services, all of which would be be run centrally by an expert staff experienced in live sports streaming. Streaming products will be customizeable and capable of delivering locally branded customer experiences, each catering to a client's particular needs. More information on GAME is available at {GothamAdvanced.com). To contact GAME directly please email {info@GothamAdvanced.com.} About YES Network The YES Network, the most-watched regional sports network in the country, owns the exclusive regional media rights of the 27-time World Champion New York Yankees, the Brooklyn Nets and the New York Liberty. YES, which has earned 146 Emmy Awards since its 2002 launch, also televises original biography, interview and magazine programs, college sports and Manchester City and AC Milan soccer. YES made the list of Forbes' top 10 most valuable sports business brands in the world for nine straight years. YES launched the YES App in March 2021 for authenticated users in its regional coverage territory, and it quickly became the #1 free sports app in the Apple App Store. Direct-to-consumer access to the YES Network has been available through the YES App since March 2023. In addition to providing fans with a live stream of the YES Network, the YES App features customizable push notifications, personalized content, game highlights, and app-exclusive original sports and lifestyle programming. It has won two New York Emmy Awards in its first two years of eligibility. About MSG Networks MSG Networks, a pioneer in sports media, owns and operates two award-winning regional sports and entertainment networks (MSG and MSG Sportsnet) and MSG+, a direct-to-consumer and authenticated streaming service, that serve the nation's number one media market, the New York DMA, as well as other portions of New York, New Jersey, Connecticut and Pennsylvania. The networks feature a wide range of compelling sports content, including exclusive live local games and other programming of the New York Knicks, New York Rangers, New York Islanders, New Jersey Devils and Buffalo Sabres, as well as significant coverage of the New York Giants and Buffalo Bills. This content, in addition to a diverse array of other sporting events and critically acclaimed original programming, has established MSG Networks as the gold standard in regional sports. MSG Networks is part of the Sphere Entertainment Co. (NYSE: SPHR). MSG+ launched in June 2023, and was the first Regional Sports Network to offer single game purchases. MSG+ offers fans access to all MSG-produced programming included on the networks in their area on a monthly or annual basis as well, and is available at no additional charge to subscribers of participating pay television providers of MSG Networks.

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Spotlight

Zappar

Zappar

Zappar is the world’s leading augmented reality platform and creative studio for mobile and web apps. Zappar’s award-winning self-serve tools and creative consultancy, enable brands, agencies and license partners across the world to deploy innovative, customizable market-leading AR solutions to the ...

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