Five or six years ago you’d have been forgiven for thinking that Augmented Reality was merely a gimmick — a fad that would pass once the newest bit of tech arrived on the scene. Yet here were are in 2018 with AR fast becoming the most powerful tool in a marketer’s arsenal. If your company is already thinking about leveraging this powerful new technology – read on – and check out our inspiring marketing examples around augmented reality.
Disclaimer: This article is brought to you by Augmara. Augmara is one of the leading Swiss companies in the field of Augmented Reality. With its proprietary augmented reality CMS solution, SDK and white label mobile application, Augmara offers an efficient and user-friendly solution for marketing teams to deploy and manage Augmented Reality content.
The Rise of Augmented Reality
According to Deloitte, almost 90% of companies with revenues between $100 million and $1 billion are utilizing AR, while 72% of marketers at small firms say they’re planning to use the technology in the coming year.
So why the sudden boom in adoption? There are three reasons:
In a world where people are exposed to around 5,000 forms of advertising a day and are numb to most of it, Augmented Reality can capture attention help your brand stand out from the crowd.
Of course, we’re well aware that the technology is still new to many marketers and its true benefits are perhaps not fully realized. That’s the reason for this post, really — to show how AR has been used effectively in marketing and give you the chance to get hands-on with the tech. So we presented you five examples of Augmented Reality in everyday life.
5 examples of Augmented Reality Marketing apps you should try
1. Formex TryOn – Trying on luxury watches from home
The biggest downside of online shopping is that you don’t have the opportunity to try anything on. So what you do instead is take a punt and hope you pick the right item, in the right size. Not so much of an issue with a $10 t-shirt, but far from ideal when you’re investing in a $1000 watch. With the Formex TryOn app, you get to try on a Formex watch whenever you want. By printing out a paper strap and wrapping it around your wrist, you can use the app to display any watch on your wrist in AR and then purchase it from within the app. This is a consistent implementation of Formex’s digital only strategy. You cannot buy Formex watches in a retail store, hence you cannot try them on in the analogue world. But with AR you can try them on digitally.
With the Formex TryOn app, AR projects the watch directly onto the wrist.
2. Augmara – Quickly-deploy white label apps for various purposes
Augmara is our own iOS and Android app, designed to let users experience the AR worlds created within the Augmara Augmented Reality CMS. By loading content into the CMS, marketers can easily bring their marketing materials to live, such as:
You can enhance existing marketing materials featuring videos, graphics, and virtual objects that are then brought to life the moment you scan over the printed item and discovered in a whole new way. For clients, it’s also possible to fully customize the app to include company branding for use Augmented Reality in marketing campaigns.
Today, Augmara is used by companies such as Motorex, Media Markt, Uefa or Baloise.
Easily integrate AR to your print materials with the Augmara CMS.
3. BIC Kids – The interactive painting experience for children
The BIC Kids DrawyBook app brings kids’ drawings to life through AR, letting them add colors and shapes, and pictures part of an interactive story. It’s a great example of how Augmented Reality can be used to create fun and interactive experiences. The app is designed specifically for 5 to 10-year olds, but we think you’ll enjoy it just as much.
The drawing of the future – painted objects are now integrated into the app.
4. IKEA Place – Have already placed furniture before purchase
IKEA Place works on the same ‘try before you buy’ model as the Formex app in that it lets you see what something looks like before you purchase it. If you’ve ever wondered how a chair or table fits into your living space, the app lets you visualize it. One of the greate Augmented Reality examples of 2017 is the Ikea Place app. By using AR, IKEA has streamlined and improved the customer journey, letting users go from viewing items to ordering them in a matter of seconds.
With the IKEA Place App you can set up and view the furniture virtually right at your home.
5. Vuforia Chalk – Get virtual help to solve your problems
We’ve all experienced those moments where we need help with something but there’s no one around to come to the rescue. Vuforia Chalk is a clever app that uses AR and video calling to connect you with other people and have problems solved. You share a view of the problem with the caller and use AR to draw on instructions of what exactly you need help with. For example, if you’re unsure what a particular button on a washing machine does, you can draw a circle around it for identification. The app is the perfect example of how AR can be used as a virtual help tool for education and support.
The Vuforia Chalk app is a perfect example how you can use AR for help and support.
Effective Use Cases of augmented reality in marketing
At its core, an Augmented Reality marketing strategy is no different from any other type of marketing in that it’s used to raise awareness and increase sales. But it’s how it can be used that makes it so impressive. Take a look at these examples.
Create Desire – Volkswagen’s test drive
Volkswagen’s test drive ad is one of the first outstanding examples of just how effective Augmented Reality can be. Faced with the task of persuading drivers of the benefits of a car in print, without simply asking them to visit a garage for a real-life test drive, Volkswagen Norway came up with a way to test three different features of the car on a printed road using AR.
Volkswagen in Norway created an app which allows users to ‘test drive’ the car within a print ad, using Augmented Reality.
Viral Marketing – Pepsi’s unbelievable bus shelter
Pepsi’s campaign to promote Pepsi Max did things a little differently, using an HD video screen (essentially a giant smartphone) embedded in a bus shelter to make people believe they were looking through a glass wall and seeing an alien invasion. The video has had over eight million views, thousands of shares and picked up several industry awards.
A glass wall amazes the waiting people – Pepsi inspires with AR.
Brand awareness – Tesco brings children’s movie Frozen to life
To promote a new range of Frozen (the movie, not frozen foods), Tesco teamed up with Disney to offer children a free Frozen sticker folder that could be brought to life through the Tesco Discovery app. In its first weekend, the campaign achieved over 300k views — a perfect example of how AR can be used to drive brand awareness and engagement.
Tesco, Disney Frozen and Engine Creative have teamed up to deliver a new digital twist on the traditional sticker book collection.
Increase Engagement – Stockholm Art Week
Stockholm Art Week wanted to make its exhibition inclusive for all, rather than just those within the industry. It did this successfully by using AR to let people submit their own artwork and have it displayed throughout the city via an app. We could easily list 100 examples of how AR has successfully been used in marketing but rather than do that we thought it would be better for you to sample the technology for yourself. After all, the proof is in the pudding, as they say.
Take any one (or all) of these apps for a spin and you’ll get a good idea of how AR can enhance your own campaigns.
In this way Stockholm transforms its city into an art gallery.
Is Augmented Reality the future of marketing?
Apple’s CEO, Tim Cook, recently said that “AR will be as important as eating three meals a day.” That tells you everything you need to know — Augmented Reality is here to stay.
While AR has already been used with great success, as you can see from the examples and the apps we’ve picked out for you to test, everything points towards the technology becoming the go-to marketing tactic for brands.
According to The Drum, Augmented Reality can “yield results unprecedented in traditional marketing and advertising. The best campaigns can lead to dwell times of over 85 seconds, interaction rates of up to 20% and click-through rates to purchase of 33% – numbers that dwarf anything across print, online or television advertising.”
When used correctly, AR as a tool to engage consumers, build brand awareness and improve the customer journey are untouchable. As a Neuro-Insight study recently found out, AR experiences are considerably more engaging and memorable than the equivalent non-AR experiences. Therefore, to answer the question above: Yes, Augmented Reality is part of the future of marketing.