MGM AR
AR/Rich media article
Overview
In partnership with MGM National Harbor, The Washington Post Brand studio being commissioned to create an augmented reality experience positioning the resort as D.C.’s ultimate cherry blossom destination. The article highlighted MGMNH’s seasonal offerings, while the Augmented Reality experience illustrating the phases of a Cherry Blossom tree blooming and allowed viewers to learn about how the flowers bloom and take a blossomed-themed photo.
KPI/Objective
Campaign objectives: To position MGM National Harbor as the place to stay and celebrate cherry blossom season.
Primary KPI: Pageviews and unique visitors
Secondary KPI: Social engagement
Audience: DC direct market access, Age 25+
Role
Design strategist (Pre-Sale), Interactive designer (Post-sale)
Achievement
Creating an innovative Augmented Reality campaign which can be visible across all different platforms.
Web: For the first time, we made AR available in browser.
App: We created a compatible version for our newsroom’s mobile app.
Print：Readers could scan a QR code which leads to the AR experience.
On site: QR codes around the resort let visitors see the AR on property.
Pre-sale ideation
To position MGM National Harbor as the place to stay and celebrate the season, we’ll create an integrated program including:
Design strategy: The client’s objective is to raise awareness around the Cherry Blossom attractions offered at MGM National Harbor, and they want to have a buzz-worthy design execution, such as AR.
I realize, AR due to its technical nature, won’t actually help draw people to the location, therefore we think it would be interesting to visualize stages of cherry blossoms, so we can help the user to plan their cherry blossom trips. While we create a filter function help create social media buzz online
Below is the user journey I made to explain how the campaign works and mocks for the AR execution.
Design
Desktop design
AR experience
Site Map-Mobile
AR mainly should be experienced on mobile, so we focus on making the user experience on mobile as smooth as possible. By mapping out the site map, we further zoomed into the UX ideation on the mobile experience.
