Augmented Reality (AR)
As our phones continue to become smarter, the marketeers are leaving no stone unturned to design marketing campaigns that exploit the smartness of these devices. The result is increasing customer engagements and a reducing gap between real and virtual experiences of a product. The experience we are talking about is Augmented Reality (AR), predicted to hit revenues worth $600 billion by 2016, according to a report from Semico Research.
So what is AR? It is enabling communication to directly link layers of digital content into the real world through a mobile device, tablet or PC. And Augmented reality marketing is a digital element added to another environment, be it print, television, or real world. Ok! Did that definition just bounce off your head? See if this example will help.
McDonalds designed an AR campaign for its fry boxes during the 2014 FIFA World Cup. It instantly allowed the consumers to engage with the brand by playing their favourite game of football. Wonder how? Well, the consumers were able to align their smartphones with a graphic element on the box, triggering an interactive overlay which appeared to jump out at them. This initiated an interaction on their phones which allowed them to shoot a goal within the display by flicking their fingers.
Image source : http://bit.ly/1mqUnUM
Lets see how marketers can leverage AR as an effective tool:
To enhance advertising campaigns
Many brands have used AR marketing as a tool to engage customers with the brand. One such example is of fast food chain, KFC India, which used this technology to introduce KFC Fiery grilled. It created an innovative application on Facebook that captured the participant through a webcam and set the individual on fire on screen. These videos were then published on their walls for their friends to see. Result? Increase in audience engagement and a unique way of registering a new product into the minds of the customers.
To provide a 3D immersive experience
AR lets you give your customers a near real experience of your brand. Through apps one is able to get inside a product or service and understand it before making a choice of using it. For example, Audi offered a great augmented reality experience to its customers. It’s app allowed the customers to interact with images of an Audi car, paint it or even get inside it. Now, what else can a customer ask for when it comes to knowing every detail of a product!
Increase in conversion rates
Imagine buying a diamond ring by looking at a brochure versus trying different designs of rings on your fingers through a mobile app offered by the jewellery brand. It is obvious that customers will prefer the approach which gives them an ultimate buying experience. That is precisely what AR is meant for. A sure shot increase in the conversion rate.
Now that it’s clear that AR opens the doors to many exciting possibilities for a brand, the catch lies in being unique and innovative at the same time.