22 Nov Augmented Reality in Branding & Marketing
Augmented Reality (AR) has become an increasingly popular and innovative tool in the field of marketing and branding. AR technology blends digital elements with the real world, enhancing users’ perception and interaction with their environment. In Branding, AR offers unique ways to engage and captivate audiences, creating immersive experiences that can drive brand awareness, customer engagement, and sales.
How does AR fit into Branding and Marketing:
Augmented Reality (AR) fits into marketing by providing a dynamic and interactive way to engage audiences, enhance brand experiences, and drive various marketing objectives. Here’s how AR is integrated into marketing strategies:
Enhanced Customer Engagement: Best Marketing Agencies use AR to create immersive experiences that capture users’ attention and encourage them to interact with brands in new and exciting ways. This engagement helps build a stronger connection between the brand and its audience.
Memorable Brand Experiences: AR allows brands to offer memorable experiences that stand out from traditional marketing approaches. These experiences can leave a lasting impression on customers and improve brand recall, taking advantage of this; Branding Agencies try to find new ways to immerse Augmented Reality in Marketing.
Product Visualization: AR empowers customers to envision products within their personal surroundings. This technology is particularly effective for industries like fashion, furniture, and home improvement, where customers can “try before they buy.” This concept is also utilized by some of the Top Marketing Agencies to try their product using AR in Marketing before they buy them.
Interactive Advertising: This is a form of Experiential Marketing where AR can transform static advertisements into interactive content. By scanning print ads or billboards with their smartphones, users can access additional multimedia content, making the advertising experience more engaging.
Innovative Campaigns: Experiential Marketing Agencies suggest that Brands can use AR to create unique and innovative marketing campaigns that pique curiosity and encourage participation. This can lead to increased social sharing and word-of-mouth promotion. One example of Innovative strategies used by Top Game Development Agencies is the use of Gamification to promote a brand, create awareness, interact with its customers, gain loyalty and so on.
Storytelling: AR enables brands to tell immersive stories by overlaying digital elements onto the real world. This allows for creative narratives that capture users’ interest and convey brand messages effectively.
Loyalty Programs: AR can be integrated into loyalty programs, offering exclusive AR experiences or rewards for loyal customers.
QR Codes and Packaging Integration: AR experiences can be triggered by scanning QR codes on products or packaging, providing users with additional information, promotions, or entertainment.
AR can be integrated into various stages of the customer journey, from awareness to purchase and post-purchase engagement. However, it’s important to ensure that the AR experiences align with the brand’s identity and messaging while delivering value to the customers. Successful AR Brand Activations campaigns require thoughtful planning, user-centered design, and a deep understanding of the target audience’s preferences and behaviors.
Given below are some examples of how AR is used in Marketing:
IKEA Place: IKEA’s app “IKEA Place” allows users to virtually place furniture and home décor items in their space using AR. This helps customers visualize how products would look in their homes before making a purchase.
Sephora Virtual Artist: Sephora’s AR-powered app lets users try on different makeup products virtually. Users can see how various shades of lipstick, eyeshadow, and other cosmetics look on their own face.
Pokemon GO: Niantic’s Pokemon GO is a prime example of using AR for marketing. The game encouraged players to explore real-world locations to find and catch virtual Pokemon characters.
Snapchat Filters and Lenses: Brands often use Snapchat’s AR filters and lenses to create engaging and interactive content. For instance, Taco Bell used a sponsored lens that turned users’ faces into a giant taco.
L’Oreal AR Beauty Try-On: L’Oreal launched an AR app that lets users try on different makeup products using their smartphone’s camera. This helps users see how different shades and products would look on their skin.
Coca-Cola’s AR Can: Coca-Cola used AR to bring its packaging to life. By scanning the can with a smartphone, users could see animated 3D characters and scenes.
BMW Visualizer App: BMW’s app lets users explore and configure their dream car model in augmented reality. Users can change colors, wheels, and other features in a lifelike AR representation.
Adidas GamePlan A Magazine: Adidas used AR in its “GamePlan A” magazine. By scanning certain pages with the app, readers could access interactive AR content, such as videos and animations.
McDonald’s AR Happy Meal Boxes: McDonald’s has used AR on its Happy Meal boxes to turn them into interactive experiences. By scanning the box with a smartphone, characters and games come to life.
Converse Sampler: Converse allowed users to virtually try on their shoes through an AR app. Users could see how different shoe models looked on their feet.
These examples showcase the versatility of AR in marketing, spanning industries from retail to food and beverage to automotive. Each of these campaigns aimed to engage customers in new and memorable ways, leveraging the immersive nature of AR technology. Another use of Augmented Reality in Marketing is using Game mechanics to engage or captivate its customers, Game Designers are finding new ways to incorporate these into Marketing Strategies.