The Power of AR
Business owners in every sector are starting to realise the power that AR can provide their company and their brand, allowing their customers to interact with them and their products. This help to build a close relationship with interested people before they even step foot into their stores.
In no particular order, here are 3 AR campaigns that have made a significant impact on the brands that have implemented them, and have contributed to the widespread development of the tech into everyday use.
#1: AR in Shopping and Retail
Giving the option to try before you buy is already a successful marketing tactic, but AR allows one to do that without even having the product in hand, or ever having to leave their house. The rise of the 2020 COVID-19 pandemic has instigated retailers to come up with more creative ways to get people to buy their products, and the integration of AR shopping is one of those brilliant lightbulb moments.
Sephora’s Virtual Artist App
Consumers now have a virtual shopping experience, wherein which they can enter virtual fitting rooms, test out how furniture would look in their homes, swipe through their choice of outfits, and otherwise interact with the products they are interested in purchasing; all without having to breach the social distancing guidelines! This is all possible through various technologies that are combined in AR functionality, namingly facial recognition, and smart scanners that accurately measure distance and spatial orientation.
Ikea’s AR Interior Design
#2 AR for Navigation
Considering the greater amount of control, and bandwidth available, the use of AR for indoor navigation offers a convenient breadth of benefits. Customers can be guided through a store via an app, being given live view directions. The building can be fitted with Bluetooth beacons, ceiling antennas, and QR codes, in order to expand the possibility of experiences to be had in AR. When powerful Wi-Fi is already available, Apple’s inbuilt iPhone AR alone is a good enough tool for AR operation.
AR for indoor navigation
Apple have recently launched their ARKit 4, a set of open source augmented reality tools, to compete with Google’s ARCore technology. Since these technologies have been more widely integrated into phones it’s become far easier for developers to expedite into the AR market. Most people have a phone, therefore a large majority of the population can easily access a powerful toolkit from the palm of their hand.
#3 Creative Advertising
Needless to say that AR is a powerful tool for the marketing and advertising industries, as consumers can be reached in an interactive and exciting way. An excellent example of AR advertising comes from Volvo, who through their ingenious AR campaign generation a 239% increase on their website traffic! Volvo promoted its new S60 model through an AR experience that allowed people to virtually take the car out for a spin, and also collaborated with YouTube to have the game activate whenever the Volvo brand is scanned on the YouTube page.
Volvo S60 AR Game
Mass media have also made use of AR’s advantageous features, with publications such as The New Yorker magazine, who used AR on one of its covers. People could experience a walk through New York City, but watch it transformed as black and yellow graphics – like the paper magazine cover, all accessed through an app.
The New Yorker’s AR Cover
Sometimes simplicity is the best way to go with AR, allowing the core values of the company or the product to be amplified through the technology. Absolut Vodka did just that, sharing the story behind their drink, and educating people on the cultivation of their primary ingredients, all done by scanning a label. Although the campaign was launched in 2012 it still holds relevance today, as it helps to prove how the concepts behind the use of AR tech push the boundaries of what can be achieved through it – it must not be restricted to one specific campaign, but can be integrated to amplify any project or campaign.
Absolut Vodka’s AR Campaign
It would be difficult to discuss AR campaigns paving the way forward without mentioning the famed Pokemon Go. The AR mobile game launched in 2016 and quickly became a global sensation, with millions of players around the world. The game served to introduce the mass populus to the concept of AR, and helped to introduce the insane capabilities that the technology can offer. The viral sensation had simple goals and simple means of achieving them, and relied on location tracking to fuse virtual reality with the physical environment.
Pokemon Go AR Game