10 Examples of Augmented Reality in Marketing
Over recent years, marketers have been keen on utilizing augmented reality (AR) to engage their customers with innovative experiences. In fact, the application of AR in marketing overcomes the many shortcomings that the conventional methods bear. Brands are using AR to help interact with customers in real life circumstances, from a fun gaming experience to helping choose which product to buy online.
In this article, we look at some of the best and innovative use cases of Augmented Reality in marketing.
1. 2014 IKEA catalog:
IKEA operates in an industry which stands to be the most benefited by AR applications. Often, when we purchase furniture and other home accessories either online or in brick-and-mortar shops but we struggle to envision how it would look or fit in our actual home. Despite dimensions and product estimations, the uncertainty in your buying decision is troubling for consumers and costly for retailers.
IKEA launched an AR app, aided by a product catalog to solve this problem. They use augmented reality to place virtual furniture in your home. You can unlock this feature by scanning selected pages of the catalog or browsing them in the digital format on your tablet or smartphone. Then, place the catalog where you wish to place the furniture, select the appropriate product in the app and modify its color and size to see what best fits your space.
Siemens is a global technology company and Europe’s largest electronics and electrical engineering company. Due to the underlying complexity of many of these products, the advertising booths in tradeshows failed to convey the technical aspects.
Siemens then turned to Augment to make their brochures and displays more lively through augmented reality. In their current AR-aided product demonstrations, users can scan Siemens brochures to simulate a virtual model of their new Acvatix product line with detailed technical specifications. To better showcase in detail its range of high-quality magnetic valves at tradeshows, Siemens enhances their marketing materials with Augment.
3. BiC kid Drawybook:
BiC kid caters to the child development market. They capitalized an opportunity when realizing how kids have actively turned to digital devices such as tablets for creative inspiration.
To this end, BiC launched a drawing book called the Drawybook. Children were required to color the images as required. The completed drawings can come to life through AR when scanned through the app BiC released along with the Drawybook. These drawings then became a part of interactive story series and mini-games which could be played by the kids. BiC’s interactive educational initiative saw a huge return with their mobile augmented reality campaign.
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4. Topshop Kinect dressing rooms:
For many shoppers, trying on clothes is a big hassle. At the same time, they want to be pretty sure the apparels suit them.
Topshop aims to solve this problem with its virtual dressing room. They built a kiosk that displays the image of the person using a built-in camera and overlays the selected dresses on their bodies. Also, the person can change dresses using simple gestures as waving in the air. Topshop’s installment is one of the first live-activation uses of augmented reality, of recent.
5. Tesco Home Book:
Much like the IKEA catalogs, Tesco also made an attempt to layer their catalogs with as much information and interactivity as possible.
Tesco’s Home Book is more than an envisioning medium. Tesco attempts to bring the store right to your smartphone/tablet. The front cover is interactive and displays info on the objects, including price. In the kids’ section, Tesco incorporates more of entertainment AR experience where kids can see the 3D toys playing and rockets flying. There is also a cushion and artwork visualizer, all with a price tag hanging on them, as in actual stores.
6.IBM In-Store AR shopping app:
Another marvellous application of AR in retail, IBM utilized the fact that most consumers in a supermarket prefer to have more information while purchasing products.
IBM built an app that allows shoppers to browse through products in a store and use augmented reality to display product information such as nutritional value(in the case of food), incentives and even loyalty points. Through an AR experience, IBM’s app can also rank products based on some criteria set by the user, such as low sugar and high ratings. When the user points the camera towards a shelf of cereals, the app will identify the products that meet the standards and display them to the user.
7. Northern Lighting brochure:
Northern Lighting specializes in making premium lighting products. They utilized Augment’s AR applications to turn their 2d brochures into an interactive campaign where shoppers could scan it to launch lifelike Northern Lighting products that they could try at home. Also, the app has direct access to Northern’s Lighting mobile shop via the app, making it a truly omnichannel shopping experience.
8. Zombies in Vienna:
A first of its kind, this AR marketing technique was used by TV network Sky Austria to promote the season premiere of the famous zombie show, The Walking dead. In collaboration with out-of-home ad firm Gewista, the project converted a public Vienna tram stop into the “Scary Shelter,” a digital signage campaign using augmented reality.
The installation combined zombie footage shot for the campaign, layered overtop a real-time feed of the Vienna streetscape, surprising people waiting for trams and allowing passersby to get involved in the screamfest.
9. Lufthansa Premium Economy seats:
In a move to promote their premium economy seats with 50% more leg space, Lufthansa created an AR app for a demo that would show information about the new plane cabin.
To open the app, you are asked to grab a pen and paper and draw anything that can fly. When you scan this image with the app, you are shown a 3d model of the new premium economy chair. Here, you can see the different features of the chair and even understand what the new space amounts to, such as how many cricket balls can be filled in the extra space. Lufthansa attempted to create an engaging experience for potential clients from the very start of their augmented reality campaign.
10. Dulux AR:
With an AR powered app that can refurbish and redecorate your home, Dulux addresses the issues of visualization that many customers face in home furnishing. By pointing the app towards the walls, the users can re-color the room in real-time. You can also choose color schemes and take screenshots that you like and share them. Additionally, the app boasts of e-commerce capabilities. You can see the nearest Dulux stores, browse through educational content and order paint testers online. Dulux claims to be the first to provide an AR tool to customers in the paint industry.
There are numerous innovative use cases, especially in retail and ecommerce. Companies have been anxious to pursue extremely innovative measures to enhance interaction with potential customers. AR is helping to bridge the gap between consumers and online & offline retail commerce. As a customer, there cannot be a more exciting time to witness this transition in the commerce industry. Get your free whitepaper on augmented reality and the future of marketing:
Originally published at www.augment.com on November 21, 2016.