Did you know marketers are now employing Augmented Reality technology to reach their customers and increase engagement? Even if you are not living under a rock, it is high time to leverage these technologies for your brand.
The imposition of digital content and information onto the real world using technology is Augmented Reality.
The massive craze and success measured by the AR gaming app Pokémon Go corroborate the gravity of such lucrative technology. It is fun. It is engaging. It is innovative and tagged as the “most downloaded game” in the first month of release.
Making the best use of augmented reality, here are 5 brands that will compel you to leverage AR for your business.
Ikea AR mobile app: Create your space
In 2013 the Swedish Furniture retail company launched their iOS AR mobile app- Ikea Place and became one of the initial adopters of AR technology. The campaign was initiated after research showing 70% of customers are not aware of the actual size of their rooms, and 14% of customers end up purchasing the wrong sized furniture. The app-enabled them to view the virtual image of their desired furniture from the 2014 catalog and purchase them if contended.
The usage is simple and intriguing. The customers had to place the printed furniture catalog on the spot they intended to put the furniture and scan it with their mobile phones or tablets. The product outline appears in the frame and enables the user to relocate, reposition or manipulate before confirmation. And finally, the virtual image of the intended product appears on the screen with the room in the background.
The US Technology Giant Hewlett Packard in partnership with the Newcastle-upon-Tyne-based AR firm Aircards launched their Direct Mail Campaign using augmented reality on November 4, 2019. The campaign was initiated for the promotion of HP’s new product HPE Primera. A6-sized postcards were sent to the targeted existing customers of HP. Upon activation of AR, either by a QR code or unique URL visit the users were presented with 3 exotic locations they could choose from- mountain range, woodlands, and beach. Upon choosing a spot the postcard teleports the user to the intended location and the process ends with a message- “downtime for you, not your data”.
There was no requirement for app download and the results were satisfactory. The campaign resulted in 160 AR interactions and a 41.18% click-through rate.
The hassle of visiting shoe stores for trial and purchase was lessened when the Italian fashion house Gucci partnered with Belarus-based AR startup launched their campaign of virtual “try ons” in June 2019. The Gucci app allowed its users to select their desired Ace Sneakers from their collection and point their cameras at their feet. This prompted them to try the shoes virtually. The app is linked to Gucci’s online shop enabling the users to purchase their favorite style. The built-in photo feature allows them to capture themselves wearing virtual shoes and share it among their acquaintances.
The Sephora virtual artist inspired more than 8 million people to virtually try their products and then confirm the purchase. Partnered with Modi Face, Sephora launched its virtual try-on campaign in 2016. Since then they have been adding new augmented reality layers to the existing virtual artist app.
The app allows the users to try Sephora’s collections of lipstick, eye shadow, foundation, and other makeup products. They essentially trained 3D program can track the exact location of facial features and applies the colors directly on the video from a camera. The section of virtual tutorials allows the users to learn how to achieve certain looks. The app also allows the users to try different hairstyles and includes product reviews.
To support the release of their new superhero movie, “Shazam!”, the American Multinational Entertainment Conglomerate in partnership with Snapchat initiated their first voice-activated AR lens. Snapchat users have to open the lens and say “Ok, Shazam!” and view themselves transforming into a superhero. The campaign is an extension of the film where a teenage orphan transforms into a superhero by saying “Shazam”. The AR lens can also be activated by scanning the Snap code provided on billboards and posters.
Aren’t these campaigns intriguing? And consumers are loving the new technology. So, why not consider utilizing the same for your audience (with the proper strategy of course) and level up the consumer experience.