For now, augmented reality (AR) is still largely new – the novelty of AR alone contributes to its ability to outperform print, online and TV ads in terms of shock factor. As Drum reports, AR can capture people’s attention for over 85 seconds, increase interaction rates by 20%, and improve click-to-buy rates by 33%.
Right now, people will stop and watch AR-inspired experiences regardless of the overall quality of the campaign. But as more businesses incorporate AR into their marketing strategies and AR technology becomes more ubiquitous, you’ll need to produce more thoughtful campaigns to impress your audience. Eventually, AR will become mainstream and its prevalence in the industry will make it harder to compete.
Tim Cook, CEO of Apple, said AR will be so important someday in our daily life like “eating three meals a day”. So the question is, how can your marketing strategy effectively capture an audience’s attention, once AR has become mainstream?
Here, we’ll take a look at eight companies that are using AR in innovative and inspiring ways. These examples should be all the inspiration you need to think about and execute a successful long term AR marketing strategy.
Examples of augmented reality
Augmented reality for product marketing
1. Home Depot
Decorating a home isn’t easy – how do you know if you’ll really like yellow paint that looks good in line, but could be too bright in your bathroom? What if that coffee table doesn’t fit into your living room the way you hoped it would?
In 2015, The Home Depot released its Project Color application, which uses patented technology to show users what a paint color will look like in their home. AR technology takes into account the lighting, objects, and shadows in the room, so you can see what that yellow hue will look like in real life. If you don’t trust your own judgment, you can also share images of the app on social media, to get a friend’s opinion.
In 2017, Home Depot took it a step further – now you can also use their app to see what objects like patio furniture, faucets, and other products look like in your home.
If you’re like me, the thought of trying on items in the locker room can sometimes put you off shopping. More than once I have said, “I’ll buy it, try it on at home and return it if I don’t like it,” just to avoid having to carry a stack of clothes in a line. locker room.
For the sake of convenience and comfort, Timberland has created a virtual dressing room at Moktow Gallery in 2014. Using Kinect motion sensing technology, Timberland’s Virtual Dressing Room allowed shoppers to see an image of their face and a similarly sized model body, in different outfits.
If you’re considering using AR, you’ll want to think about unique ways to help your clients avoid an otherwise tedious process. While dressing rooms might not be the end of the world (first world problems?), Timberland stands out as a useful brand by providing customers with a fun and useful alternative.
There’s a reason many women don’t buy makeup products online – there’s no telling if you’ll like lipstick or foundation coverage if you don’t try it in the store.
Sephora understands this struggle and has created an augmented reality experience, Virtual artist application, with ModiFace so that Sephora app users can see what makeup products will look like on their face through their phone’s camera. Users can also find out what tools or products they will need to apply certain products.
Additionally, Modiface’s augmented reality technology can show users the effects of months of skincare on their skin – a visual they won’t find in stores.
Bridget Dolan, Head of Innovation at Sephora, appreciates the need for a long-term AR strategy. “When it comes to augmented and virtual reality, it can only be successful if it’s really useful,” Bridget said Glossy. “We weren’t just interested in the buzzy. A lot of things like technical precision and timing had to come together, and there was a point last year when in testing we hit a tipping point.
Sephora’s use of augmented reality is not only useful for users – it also drives sales by attracting Sephora’s most tech-savvy consumers and encouraging those consumers to become brand ambassadors by registering and by sharing their augmented reality experiences online.
4. AMC Theaters
Delivering a message when and where your audience wants to receive it is an essential part of a successful marketing strategy. This is especially true when it comes to AR.
AMC Theaters, realizing that their audiences are more interested in upcoming movie trailers when they’re in theaters, are incorporated AR technology in their AMC application. When a user sees a movie poster in a movie theater, they can open the AMC app on their phone, scan the poster, and receive relevant information including a distribution list and trailer.
If they are interested in the film after scanning, they can also purchase a ticket immediately, in the app.
Ultimately, AMC Theaters provide optimum convenience with their use of AR – while a user can YouTube a trailer or Google a review, there is an added incentive to watch the movie and purchase a ticket when the user can do it all in one place. .
5. Taco Bell
There are two big reasons you’ll visit a Taco Bell in 2012: to try out their new Doritos taco shell or to play with their augmented reality packaging.
Taco Bell placed a AR function on every Locos Tacos soda can and cup for their Doritos shell campaign. When a user scanned the box with the Taco Bell app, they could see Twitter and Facebook content related to the product on their phone.
By connecting its users with live social media content, Taco Bell has successfully used AR to cultivate a stronger sense of community. They also presented their brand as a major player in innovation, particularly in the field of fast food.
Augmented reality allows you to both visualize and interact with a space – two essential functions when choosing how much you’re willing to pay for a stadium seat.
For Super Bowl LII, StubHub introduced AR feature on their mobile app that allowed ticket buyers to see a virtual 3D model of the American Bank Stadium, as well as nearby parking lots and concessions. This allowed potential buyers to view their full experience before buying and to minimize the risk of paying for a below-average seat.
StubHub’s reliance on AR resolved for a common customer issue – like Matt Swann, CTO of StubHub, points out, “We solve real problems, not just technology for the sake of technology. For a lot of people, this isn’t an event you show up for, it’s kind of a to-do list item. make.”
Particularly for those off the towers, the ability to virtually compare different seat locations adds a level of convenience for hesitant buyers.
In 2016, the company also introduced a “virtual view” option on its app, allowing ticket buyers to preview their view from their seat before purchasing. The results have been tremendous – StubHub has seen app engagement more than double in one year.
AR and experiential marketing
To market the second season of the original Netflix Stranger Things series, the streaming company launched a series of AR / VR lenses on Snapchat. With the lens shown in the video below, users could record videos of themselves walking through one of the houses seen on the show, as monsters called Demigorgons came out of the wall.
Along with this lens, which is incredibly immersive for a mobile app, Netflix has also leveraged AR filters to promote its content. The video below highlights a few that were featured on apps like Facebook and Snapchat.
In 2014, Pepsi installed AR technology in a London bus shelter, giving the impression that a lion, UFOs, flying saucers and other objects were heading directly towards Londoners.
The production showcased Pepsi’s playful personality and provided audiences with an exceptional experience. Next, a video of the bus shelter’s AR technology garnered more than six million views on YouTube, making it one of the Most viewed advertising campaigns on YouTube.
Pepsi’s campaign highlights the effectiveness of AR when a business really knows its audience. Pepsi didn’t need to use AR to advertise their products – instead, they trusted their consumers to enjoy the surreal experience and naturally share the story with friends, creating a buzz. around their brand.
The State of AR in Marketing
While a number of brands still cannot access AR, marketers can still take note of how these brands have creatively implemented new technology into their content marketing strategies.
Ultimately, as the media landscape changes and technology becomes more advanced, marketers of companies of different sizes might have more opportunities to implement the technology. And, when they do, they’ll need to think creatively and innovatively about how they invest in it.