What Happens When Augmented Reality Meets PepsiCo Snacks
Many of us could agree that the majority of people we know own a mobile device. This means most people have access the internet, can talk to friends, and even shop with a click of a button from the palm of their hands. It has become more common to own a smartphone than to have access to a home computer. With technology on the rise I can only assume the number will continue to increase. Don’t you think so?
Augmented reality seen in marketing
What is augmented reality (AR)? Investopedia, defines it as an enhanced version of the real physical world that is achieved through the use of digital visual elements, sound, or other sensory stimuli delivered via technology. So why is this digital technology an emerging trend for marketers? Simple answer, it allows brands to connect in a more human like way with their consumers. Instead of seeing a banner ad or a still image, AR gives the audience an experience. Wouldn’t you rather interact with a creative digital activation than look at a boring image? Augmented reality is fun, unique and enjoyable. I believe it to be a great customer experience if done right.
PepsiCo Lay’s chips x Instagram
With augmented reality expected to grow over $125 billion by 2020 to 2040 by some reports, it is no wonder big powerhouse PepsiCo is entering the market with personalized digital campaigns. The Lay’s chip brand teamed up with Instagram to launch their Valentine’s Day 2021 campaign. The campaign targets Lay’s fans across the country to engage with their recently-introduced limited-time flavors, Lay’s Herby Crush and Lay’s Cheesy Love, in unique and interactive ways.
What‘s your ‘relationchip’ status?
Lay’s develops a special interactive filter on Instagram which enables users to find their ‘relationchip’ status. Here’s how it works! You answer a series of ‘herby’ and ‘cheesy’ questions you can determine if you are a Single, Committed, in a ‘Long Distance’ or ‘Complicated’ relationchip. With the help of 300 micro-influencers they brought to life the ‘What’s Your #Relationchip Status?’ on social media platforms.
Was this an Herby Crush or just plan Cheesy?
If you eat potato chips and didn’t know Lay’s had new flavors coming out, you sure did now. Digital campaigns have the opportunities to spread like wild fire. Although the full report of Lay’s campaign results have not been documented, we know that the experience reached 12 million users and engaged 5 million, just in the month of February. I would call the campaign a crushing success in reaching their audience. I am unbothered by typical marketing ads. It has become second nature to look right passed them. I was the child infecting my home desktop with viruses from playing the ad games on top of my web browser. Which some are too young to remember what those looked like, bottomline was they were engaging and got my attention.
Think about it for a second. Lay’s could have easily posted banner ads with the new flavors being called out but it wouldn’t have been as effected. This campaign created buzz and sharable moments between people. The curiosity of what ‘relationchip’ you would get. Versus what your friends would get. The AR experience creates a visually enticing emotional piece of content. All while accomplishing their mission, to spread the word on their two newest limited-edition flavors, Herby Crush and Cheesy Love.
