Welcome back to the Augmania blog, lovely folks! Last time, we explored together 4 ways marketers are using AR. In addition, we discussed why Augmented Reality is a solid choice for these uses. Now, let’s dig deeper and uncover 4 more ways marketers are having fun with AR!
Well, we touched on this a bit during the previous blog post. Without a doubt, today’s consumers are way different than those of the old days. Evidently, another proof of that is how brand trust is at an all-time low now. With the abundance and omnipresence of ads, consumers feel taken advantage of and overwhelmed. As a result, it has become harder for them to trust brands which can affect sales drastically.
To counteract that, some brands aim for transparency and empathy. Accordingly, they try to tell as much as they can to their customers about their products. Some marketers do that innovatively using AR. They turn products into scannable that unlock exclusive content to customers. For example, Nespresso shows customers how to use the device and what they can do with it. By and large, that’s a great example of giving more meaning to packaging and empathizing with customers using AR.
2- To gamify everything
Who said AR packaging content must be purely informative? It can most definitely be mighty entertaining too. McDonald’s and soccer fans all around the world know that very well. To celebrate the 2014 World Cup, McDonald’s launched the awesome McDonald’s Gol game. It’s a game that took customers to the football pitch to play as soon as they scanned their fries. That was all it took to convert packaging into fun gaming.
Gamifying using AR could create magic in lots of other areas. Among these are shopping malls. In 2017, the UK’s County Mall created the magic of its own with its AR gamified campaign “Shrunk the Shoppers”. The Augmania-made campaign was a treasure hunt that spurred shoppers into exploring the mall. All the while, they got to unlock exclusive promotions from all the mall shops. The campaign was a win-win for everyone. It even won an award for best Strategic Marketing Campaign in the UK.
3- To create buzz and achieve virality
At the end of the day, the dream of each and every marketer on Earth is to go viral. Doing so can catapult careers. But, that’s not the most important part. It’s the legacy-cementing that matters most; walking down streets listening to people talking about your campaign. Undoubtedly, nothing in the world would match that feeling for marketers. While Mount Virality is a dangerously difficult one to climb, using AR can make the journey easier.
Namely, that’s owing to the fact that AR imposes no restrictions. There are no restrictions to how, where, when, or at what context it’s used. Hence, utilizing such a freeing medium stimulates marketers and allows them to bring even the craziest ideas to life. For instance, take Pepsi Max’s iconic 2014 AR campaign.
The campaign ran at bus shelters. As commuters sat there waiting for their buses, they got to meet some terrifying creatures. Aliens, monsters, and tigers are examples of the ‘pleasant’ surprises waiting at the bus shelter. The campaign took extensive skill in order to match the shelter’s glass with the outer environment. But, it more than paid off for Pepsi. A video advertising documenting the campaign got 4.7M views in only one week. Plus, I still get freaked out every time I need to take the bus. Do you consider that an accomplishment too, Pepsi?
Teleportation is probably the superpower of choice for most human beings. AR is the closest thing we have to it for now. And for now, it’s doing a great job at it. AR teleportation can take the form of bringing celebrities to readers’ homes ala NY Times. Though marketers using AR for teleportation are doing more than just that.
A recent example of AR teleportation is a brilliant idea by KLM airlines. I say brilliant because it tackles a genuine struggle for most travelers. Oftentimes, travelers worry about whether or not their hand baggage is of the correct size. KLM airlines eliminated that worry via AR teleportation. Using the airlines’ app, travelers can bring a suitcase of the proper carry-on measurements to their homes. Then, they can compare it to their own baggage and determine whether or not it’s of appropriate size.
Another brand using AR teleportation is StubHub. Before last year’s Superbowl, the tickets provider let fans teleport the entire US Bank stadium into their homes. The aim was to orient attendees with the stadium. With that, they got to learn the locations of bathrooms and parking spaces as well as nearby shopping centers. Most notably, the AR campaign was helpful for non-Minnesota natives who traveled just for the game.
So far, we’ve discussed how Augmented Reality teleports objects to users? But, do you think it can teleport the users themselves? It can and it has via AR portals! Brands aplenty have been entertaining their fans and taking them to a variety of different places using AR portals. In fact, AR portals are so popular now that they aren’t limited to just brands. Believe it or not, governments too have started to use them!
Last year, the Scottish government inserted AR portals all around the nation. In doing so, Scotland gave travelers a closer look at what awaits them there. Witness the magic for yourself here!