When we think about ‘augmented reality’, popular apps like Pokémon Go and Snapchat will naturally come to mind. But what exactly is augmented reality (AR)? For those who don’t know, it is simply a technology that projects animations or digital information to an existing real-world environment and is thus regarded as engaging and interactive.
Well, if you’ve been reading lately, you’d know that augmented reality is one of the trending technologies that creates opportunities for brands to market their products and services better than before. According to the 2017 Channel Report, 7% of those who were surveyed are using Augmented Reality marketing while 25% of them are interested in it. Furthermore, its growth is predicted to reach over $100 billion by 2022. Time to hop on the bandwagon, don’t say I didn’t warn you, Augmented Reality entertainment options are coming to you, one way or another.
Augmented reality marketing is a fast, simple and interactive way of sharing content to reach your target audience. Moreover, unlike virtual reality (VR), all you need is a mobile device. It works well for impulsive customers in the retail sector. Why? It’s because it’s in their nature – to get something once they’ve interacted with it. Imagine actually being able to visualise how you’ll look in any outfit without having to grab a throng of clothes and heading to the dressing room. (Raise your hand if you’re guilty.)
A quick look at brands that have explored the option of augmented reality marketing. You might get some ideas for your campaign! Hint hint, nudge nudge, our AR services page is just here. Yes, I’m just that shameless.
Estee Lauder is somewhat responsible for taking Facebook messenger to the next level. Simply search for “Lip Artist” in the app to get started! Users are directed to take a simple quiz, before getting a suggestion of what colours might suit them. Then, comes the fun part, especially for the ladies and diehard fashionistas: Simply by choosing a colour, you’ll get virtually dolled up with lipstick via your device’s camera! I sense many hours were lost just using this, which could have been better used elsewhere. But no matter, it did Estee Lauder wonders…and it could do the same for your business too!
I’ll do the ladies a favour and link the feature available on the Estee Lauder website here.
Before Snapchat redesigned its app, it was adored and widely used by many of us. The whole idea of augmented reality apps was slowly picking up then, but Snapchat got insanely popular for its AR lenses since the introduction in 2015. Therefore, in 2016, Taco Bell partnered with Snapchat for its augmented reality marketing campaign using “Cinco de Mayo lens”.
“Cinco de Mayo Lens” turned Snapchat users’ head into a taco, and no it’s not edible. It’s not hard to know that it’s by Taco Bell as its signature ‘bong’ sound is played when users switched to using this special lens. The campaign was wildly successful one as it held a viewing record of 224 million times in one day. Now all they need to do is make Taco appear out of my phone whenever I’m on Snapchat, and I’m sold.
IKEA launched IKEA Place app in September 2017 that enables users to virtually place furniture in their homes. Combining functionality and practicality, it does sound tempting for new and existing home owners as it has 98% accuracy for the scaled products in actual settings. Now you’ll get to witness what your house would look like with a fireplace that in reality, your wife will probably strangle you if you get one. It also comes with a social function – users can share their picture-perfect homes with friends and family. A splendid augmented reality marketing campaign/feature indeed!
Like IKEA, it launched Makeup Genius and Style My Hair apps to allow users to try their makeup and hair products out by taking selfies. In July 2017, it also partnered with PerfectCorp to add its beauty collections into the YouCam Makeup app.
The partnership helped the app garnered more than 100 million downloads on both Android and iOS in 2016.
5. Pepsi Max
Lastly, Pepsi Max launched an augmented reality marketing campaign in London three years ago. Two things that was done incredibly well in this campaign: (1) An ideal location (a busy bus stop) to maximise reach; (2) Having a highly interactive banner that passers-by can take pictures with while exhilarating moments (i.e. wild tiger chases and alien abduction) occur and share with their friends and family.
Was it a success? Of course! The video has garnered 8 million views on YouTube and it led to an increase of 30% in its sales.
Did any of these augmented reality entertainment and marketing examples spark an idea for your campaign? (If you have an idea but don’t know how to execute it, then feel free to contact us! We got your back! 😉)
Although it’s said that augmented reality marketing is widely used among B2C businesses (especially for retail sector), it’s still possible for B2B companies to adopt this marketing strategy as consumers are opening up to the idea and are very receptive to the exciting prospects that augmented reality promises and has the potential to achieve.