Thinking
about what the topic of this blog should be, I thought it would be a good idea to
write about the impact of Augmented Reality as an effective tool in the world of
digital marketing. Augmented reality offers the potential for businesses to add
a digital component on top of their physical locations and products. Customers
can scan a product or object to pull up an AR experience tailored either toward
giving additional information about the product or some form of supplemental
brand-related experience. The application of AR in this regard stretches into
numerous industries and markets. For example, the ticket sales company StubHub created an augmented reality app,
which allowed users to view a 3D display of the stadium where the Super Bowl
was played. Fans were able to visualize the look of the field from various
seats to choose the right seat for them. Starbucks has turned to augmented reality to
digitize the experience of touring one of their coffee shops. Users can scan
objects within the shop to access a virtual tour, conveying additional
information to supplement the physical site. Within the auto
industry, Hyundai and Mercedes have both been adopting AR applications. Hyundai was the first to create an augmented manual for drivers and Mercedes
has taken this concept a step further. Mercedes owners can access a feature called 'Ask
Mercedes', which pairs an AI assistant with an augmented reality interface to
answer a host of potential questions.
Creating a novel, unexpected or fun augmented
reality experience can result in a significant buzz for a brand if executed
properly. AR is a relatively new phenomenon for most people, meaning that a
well-designed AR experience will get people talking and generate lasting
memories. As people prefer a brand that
keeps them happy and satisfied, that kind of exposure and customer
goodwill can pay lasting dividends. A perfect example of using augmented
reality to create buzz would be a Pepsi campaign situated at a bus
station. Pepsi allowed users to access an AR virtual window alongside the bus
station’s wall. Users were treated to the sight of a marauding tiger, UFOs, and
robots running loose within the AR vista. By leavening the tedium of waiting
for a bus with an augmented reality experience, Pepsi managed to generate
discussion and strengthen its brand. Uber has since followed suit with a
similar campaign in
Zurich, creating AR experiences for their riders and generating more
than one million YouTube views.
By employing strategies like this, companies can
generate millions of dollars in earned media. In a competitive market, an
augmented reality campaign can be that differentiator that allows a brand to
stand out from its peers and create sustained discussion and name recognition.
Here
are the links, enjoy !!
AR
use in Business Cards
Hyundai
AR user Manual
https://www.hyundainews.com/en-us/releases/2080
Pepsi
Max Bus Stand Campaign
Uber
AR Campaign
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