Augmented Reality (AR) Marketing: A New Choice for Future Marketing
Harnessing the Power of AR to Revolutionize Consumer Engagement and Brand Experience
Marketers are no longer limited by the physical world to promote their brands. Augmented reality has gradually become a key component of marketing and consumer experience. The magic of AR is that anyone with a smartphone or tablet can access the integration of the real and digital worlds.
In February 2024, the Apple Vision Pro headset went on sale in the United States. Meta hinted at the launch of its first AR glasses on the 10th anniversary of its VR/AR division, Meta Reality Labs Glasses. As AR devices like headsets and glasses become more common, brands and entertainment companies may take the opportunity to become more ambitious with AR, leaning into the potential of experiences that can overlay interactive elements onto reality.
Podcast: brief introduction of AR use in marketing with case study. Podcast by Greg Marshall & Mark Johnston.
Let’s take a closer look at some common AR marketing methods.
One of the most impactful uses of AR is providing visual product introductions. IKEA has set a high standard in this area. The built-in AR Room Planning function of the IKEA app allows users to get a 3D panoramic picture of their room by scanning it with their mobile phones and then virtually placing IKEA furniture into the picture. This enables customers to see how the furniture would look in their space.
Video: IKEA App uses Apple’s new Augmented Reality ARKit, providing 3D and true-to-scale models of furniture, giving customers an accurate impression of the furniture’s size, design, and functionality in their home. Video by IKEA.
With millions of existing users, IKEA Place quickly became one of the most popular apps, amassing nearly 8.5 million downloads. This classic case highlights the significant value of AR in helping brands market their products from a product perspective.
AR can also effectively create publicity and PR for brands. Maybelline, in partnership with FFFACE.ME, unveiled the world’s largest augmented reality mirror in Kiev, Ukraine. The mirror spans 4,000 square meters, allowing visitors to see themselves in real-time through augmented reality filters on a building-sized screen. This interactive AR installation was used to announce the launch of a new mascara, featuring AR filters for virtual trials.
Video: The world’s largest augmented reality mirror built by Maybelline and FFFACE.ME. Video by FFFACE.ME..
On Valentine’s Day, the mirror had a new AR filter in the shape of pink love hearts. This allowed couples to upload their expressions of love onto the big screen in real-time, encouraging self-expression and celebrating self-love. This Valentine’s Day campaign significantly enhanced Maybelline’s brand image and garnered consumer favor.
Video: Maybelline AR Mirrors Valentine’s Day campaign showcase, people expressed their love in the mirrors. Video by FFFACE.ME.
AR marketing can also facilitate large-scale offline and online brand communication campaigns. By overlaying digital imagery on a person’s view of the real world using a smartphone screen, brands can create immersive experiences.
For instance, last Christmas, Vodafone UK launched Elf and Seek, a free AR scavenger hunt hiding hundreds of thousands of digital elves across the UK. Players used their mobile phones to catch elves and win exclusive prizes from Vodafone. Users could also request more elves through social media interactions by tagging @VodafoneUK and using #ElfandSeek.
Over 245,000 people participated, collecting 270,000 elves and winning up to 60,000 prizes. Vodafone UK’s AR marketing campaign successfully increased audience engagement and affection.
Video: How to play Vodafone UK’s AR scavenger hunt game Elf and Seek on the phone. Video by Vodafone UK.
Limitations
While AR marketing can significantly enhance interaction and audience engagement between brands and consumers, it is not without its limitations. The primary concern is the cost of implementation. Although there are various ways to incorporate AR, the prices can vary significantly.
Customising an app can cost thousands of dollars. However, if a company needs a custom app built from scratch with unique components, the price can escalate to six figures. For example, IKEA's AR room planning system cost between $30,000 to $60,000 to build and implement, which is a substantial investment.
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Conclusion
Augmented reality is transforming the marketing landscape, allowing brands to create immersive and engaging experiences that blend the digital and physical worlds. From product visualisation to large-scale interactive installations and gamified brand campaigns, AR offers endless possibilities for marketers to captivate their audiences.
As AR technology continues to evolve and become more accessible, its potential to revolutionise marketing strategies will only grow, making it an essential tool for future marketing success. Embrace the AR wave, and watch your brand come to life like never before!