5 benefits of augmented reality for marketing and advertisement
published at : Tuesday 07 April 2020
Like Pikkart has been saying for years, augmented reality is a technology that can be applied effectively to any sector, such as culture, public and private safety, education, manufacturing, and many others.
Among these, one that has always attracted the attention of professionals for the potential it presents is certainly the marketing sector.
With the advent of the internet, the way consumers shop and interact with brands has changed.
Augmented reality evolves this interaction into something even more effective that makes it possible to reach the consumer in totally new ways.
But what does this mean for marketers in 2020?
What advantages can augmented reality bring to those who sell a product?
Let’s find out together.
1 - VIRALITY AND THE WOW EFFECT
Let’s begin with the most obvious concept: augmented reality is a hot topic.
As it has been demonstrated by Pepsi’s Unbelievable Bus Shelter, which is still talked about today after six years, having nice-looking AR content used in an intelligent way and genuine reactions, all compiled in a well-edited video, can be enough to become viral.
2 - LOCATION-BASED USER EXPERIENCE
Being shown custom Ads based on interests, behaviour, and location isn’t new, but it reaches a new dimension with augmented reality.
By combining geolocation and AR it’s possible, for instance, to create applications that display information such as shops, restaurants, and promotions around the user, all with icons or informative boxes suspended in the direction of the place of interest.
This model can be used in apps for/of:
These applications rent a finished number of advertising spaces within their own platforms, so that, for example, a tourist who visits a city can receive information on where to eat, sleep, and shop, together with directions to reach local monuments.
3 - GAMIFICATION
Using augmented reality it’s possible to create engagement with prize contests, lotteries, and treasure hunts.
The backside of a cereal box can become a board game where the pawns and the dices are visible in AR.
Scanning a certain amount of brand logos or set pictures – using a technology such as Pikkart-AR Logo – can result in a discount on an e-commerce or at the supermarket.
The applications are endless.
4 - INTERACTIVE TECHNOLOGY LEADS TO PURCHASES
Online shopping has simplified the lives of many, but it also has the downside of not letting the customer see and interact with the real product.
AR meets this need in a way between physical object and photography, thanks to 3D models that can be placed in context in a 1:1 scale, like Ikea did with the app Ikea Place or like numerous brands did on Facebook Messenger, allowing users to “try on” glasses, makeup, and accessories.
5 - NOT JUST PRINTED ADS
Unlike online ads, printed ads on magazines billboards and fliers end their function once they are seen, they can’t lead the client to the product and their efficacy is not measurable immediately.
Transforming printed adverts in markers revolutionises these premises, bringing interactivity to a static media.
A flier can gift a discount on an ecommerce, a billboard can play an animation that completes the advertisement, an ad on a magazine can trigger a minigame.
The most interesting and viral use that has been made of augmented reality for marketing in the last years is definitely Burger King’s Burn that Ad campaign, where the triggering markers were not BK’s advertisements but their competitors’: pointing at billboards of, for example, McDonald’s, these (digitally!) caught fire, revealing a Burger King ad in their place and giving away a code for a free Whopper.
Augmented reality is an extraordinary technology with enormous potential, that with a bit of creativity can bring forth astonishing results with very high ROI.
You have an idea for a marketing campaign in AR but you don’t know where to start?