Augmented Reality marketing campaigns
In my about to be launched book- “Think About It”- Ideas shaping digital media and marketing in the new decade, I discuss something that is just one step behind Augmented Reality, and if used correctly, could really boost interactive marketing processes and adoption.
I have also mentioned in the past, that Augmented Reality is cool- though a technoolgy whose time was not there yet. I saw its adoption increasing from mid 2010 onwards- specifically in Asia.
AR is used across touchpoints now- like with printed codes, webcams and computers but to me the real coming of age would be interactive usability via camera enables mobile devices.
However, I see signs of Augmented Reality coming up faster than expected- with usage that is more practical than just ‘cool’.
Though when you see advertisers like Nike and Adidas using this technology, the ‘cool’ automatically associates.
I discuss some good campaigns around AR here:
Nike (via marketing interactive): This one is from Asia- Hong Kong.
Nike launched this programme (mcCann+hyperfactory) to target teenagers- for strengthening its soccer products.
For four weeks, Nike plastered a series of secret codes around Hong Kong, in Nike stores and at the Causeway Bay MTR station.
The codes invite users to download a mobile application that allows them to view its T90 soccer boots and ball in 3D through their mobile screens.
So this is simple- but an early entry into this market- makes it newsworthy and upholds the innovative/cool factor of Nike.
This is a simple, yet great use of Augmented reality and we could see more such stuff in the near future.
Samsung’s AR execution, which helps consumers figure out what a TV will look like on the wall, before they hang it. Users print out an image that they then show to their webcam, which faces the wall on which they want to hang the TV. The screen recognizes the AR trigger, and instead of seeing the printout, users see a TV laid over their wall through their screen.
With these examples, this technology seems perfectly well suited for home improvement and decoration industries- but the potential goes much further than that.
This US retail giant has reinvented the humble gift cards.
Simply put, when you receive a gift card, displaying it in front of a webcam enables users to browse and buy products online or plan for their next project.
Here’s more- in video:
Another really cool yet practical usage by Ray Ban.
Rayban Virtual Mirror application demonstration. Using key points on your face the app maps pairs of augmented reality shades onto your face. Then you can click straight through to the store.
Well you could use this on your resume or on your business cards. Imagination is the only limitation here. Of course being a bit flamboyant helps
The real coming of age of this technology will be when it is more end user focused rather than being inward focused.
Think About It