How to improve your marketing campaigns with VR and AR
What is VR and AR marketing?
Augmented and virtual reality marketing means integrating AR and VR technology into marketing campaigns. Augmented reality (AR) is not as immersive as virtual reality (VR), and refers to computer-generated images and sound that are overlaid over the real world (ex. Snapchat filters, Pokemon Go). AR is far more common than VR mostly because of its low cost and people only need a smartphone with a working camera to operate it. This technologies can be used alongside other marketing tactics to promote brand awareness, so that audience can learn more about you product and services in a unique and fun way.
Advantages and challenges
There is a lot of advantages and some challenges to this technologies but I will name the most important ones everyone needs to know about:
Advantages:
AR can bring the in-store customers experience into their homes, giving the a chance to see how the product looks and fits without having to touch and try it physically.
It allows brands to show how their product or services stand out in fun ways, rather than bombarding prospects with marketing material.
Through VR you can showcase not only the existing products but also how new products are being developed, this allows customers to get a more intimate look at your creation process.
Virtual marketing can also help drive emotional engagement.
Challenges:
VR campaigns can be costly, and u need a lot of expertise to manage it.
Time consuming- its a lot of work to create a real-looking augmented reality objects.
These methods are not suitable for every business. (ex. insurance)
VR sets are too expensive for a lot of customers. The price is coming down with the years, but for now its still pretty pricy.
Examples of successful campaigns
- Gucci town (VR)- Gucci launched its “Gucci Town” in 2022., a virtual world inside the Roblox metaverse. Players could explore the town, learn about the history of the brand and connect with other players. They also could play mini-games with the interactive elements, they could see the new collections and purchase it for their Roblox avatars so they would look “cooler”. This resulted in more than 20 millions visits to the world in first 2 weeks.
- McDonalds’s: Happy Goggles (VR)- The company introduced Happy Goggles in 2016. and in that way introduced VR to its younger audience. They used a Happy Meal box to turn it into a VR Headset, similar to the Google Cardboard. U could use the Happy Goggles to access a fun and educational game called Slope Stars. This made virtual reality more accessible to the public, as the VR viewer could be made at home by turning the limited edition Happy Meal box into it.
- IKEA Studio app (AR)- The Ikea Place app was the previous generation of this app and it allowed users to place virtual furniture in a room they recorded with their phone. With the new technology they created this app that uses LiDAR sensors in phones and in that way app enables users to capture entire 3D room plans and re-design them (from windows and door frames to wall colors and rugs).
- ASOS- Digital Catwalk (AR)- ASOS developed an app that offers users a new way if viewing its products in real life. Customers just had to use the app and point their devices (camera) at a flat surface and click the “AR” button, then the models would appear “in front of them” wearing the product they selected. Later, they added a feature that allows customer do view products on different size models, so the customers would get a better sense of how that item would fit them.
How to start
Anyone can start and create their AR or VR experience for its customers. But first they need the answers to some questions: How much am I willing to invest (money and time)? What technology will I use? How realistic do I want the experience to be? Are these methods suitable for my business? How large is my audience and what device will they prefer? How will I make the story immersive or useful for my customers?…
If you know the answer to these and many more questions, you are ready to start implementing these technologies to level up your marketing campaigns. U should take this because it is not just another trend, it's one of the most promising strategies for business over the coming years. Your customer experience will be drastically improved as well as yours sales.
