Marketing campaigns have employed augmented reality technology into interactive campaigns to create unparalleled brand experiences. Augmented reality works by modifying the users’ sensory world with sounds or images, rather than replacing the real world with a simulated one as with virtual reality. The technology complements experiential marketing campaigns because of its ability to immerse users into an experience.
Augmented reality is currently one of the hottest technologies being integrated into interactive campaigns. It is changing marketers’ ability to manipulate users’ perceptions and experiences in incredible ways.
BMW executed a brilliant campaign that provided New Yorkers with a future glimpse of the city’s streets. This brilliant use of augmented reality made the future appear tangible as cars passing by a window display were transformed on a giant screen to be BMW i concept cars.
National Geographic allowed passers-by to interact with the National Geographic world by bringing wild and out-of-this-world experiences to life. People could walk alongside astronauts, play with dinosaurs, summon a storm, and pet a jaguar. National Geographic doesn’t have a reputation for being the most “hip” or technologically advanced brand; however, this experience challenges peoples to rethink previous notions about National Geographic and creates enthusiasm for the topics it covers.
Not all augmented reality campaigns have to be large, public stunts. The prevalence of smart phones makes it easier to bring the technology directly to the consumers’ hands. Starbucks relaunched its Cup Magic app that allowed coffee drinkers to place the holiday cups in phone’s vision and create a video to send to your loved one Valentine’s Day.
Want to try on a certain nail color prior to purchasing? Maybelline encouraged targeted magazine readers to download an app that allowed them to do exactly that. Users were able to “try” out different featured colors on their own nails.
You don’t have to have to create a giant, mind-blowing campaign to have the same effect; instead, focus on developing a smart strategy that results in achieving your objectives. Believe us, we know how hard it may be to resist some of those technology temptations, but we promise you will achieve the maximum results with a targeted campaign. Plus, the wow factor of augmented reality possibilities will get people talking.
