Augmented Reality is currently the marketing trend par excellence. We show how AR can create new, surprising touchpoints in marketing, simplify the life of your customers and ensure lasting brand experiences.
Augmented Reality is more than a trend
It is actually not entirely correct to speak of a marketing trend. According to the renowned trend research company Gartner , augmented, mixed and virtual reality are officially no longer hype but have now established themselves as a technology.
This is important because AR is no longer just a trend or a funny gimmick, but offers companies clearly measurable added value in a wide variety of situations. And has come to stay.
Opportunities with AR in marketing
When we talk about augmented reality, it has to be clear that we are talking about a new technology that is far more than fun Snapchat filters or Pokémon Go. Similar to the establishment of the mobile Internet, with the AR breakthrough we get a completely new technological platform that bridges the gap between the real and the digital world. And this opens up endless new possibilities. Possibilities, of which we would like to introduce you to a few exciting marketing concepts.
Bring static to life with AR
The term augmented reality means nothing else than a reality augmented with digital information. With AR, it is easy to bring the static to life through animations and additional information and thus to create interactive experiences.
A good example of this is the Murder diorama in the National Museum in Zurich . The model, made up of 600 tin soldiers, shows the battle of Morten in 1476 and requires a lot of imagination from the visitor to understand the course of the battle. Thanks to augmented reality, the diorama has recently been brought to life and gives visitors the opportunity to retrace the battle step by step as if they were part of it themselves.
AR Games - even without an app
Who still remembers the hype about Pokémon Go, which captured the entire western world for one summer, tied us all to our smartphones and brought record sales to power bank manufacturers? Just. The idea of connecting games with the real world hit like a bomb. Our experience and a look at the App Store show that the topic is only just gaining momentum and new AR games are being published every day.
Particularly interesting for marketers: It doesn't have to be a specially programmed app. AR technology has meanwhile developed so far that funny AR games can also be played in the browser. A good example of this was the OK.- Goal campaign in the (planned) EM summer 2020: Users accessed a web-based soccer game via QR code on the energy drink can and had to try to defeat the goalkeeper as often as possible. There were great prizes to be won.
AR makes hidden things visible
A swipe of the smartphone is enough and such mundane things as printed flyers or business cards suddenly develop a life of their own. Additional information can easily be provided, a product can be presented in 3D directly on the flyer or an elevator pitch can be brought to the company for the man or woman via 3D video on the business card .
Augmented Reality Shopping
Thanks to augmented reality, online shoppers can now view products in the comfort of their own homes before buying them - at the push of a button and without the time-consuming task of sending packages back and forth. So you can see immediately whether the picture has space for the sofa, the plant on the window ledge or the grill on the balcony. For online shops, this has the advantage that their customers make better purchasing decisions and the return rate is significantly reduced.
But the best is yet to come: Nowadays it is no longer necessary to program an elaborate shopping app but can easily expand your shop with AR functionality thanks to Web AR .
Simplify complex things with storytelling
Certain topics are simply too complex to be understood by a large audience in just a few sentences. It can help to illustrate complicated topics in animated AR scenes and thus send the viewer on an immersive journey that they can control from A to Z themselves. Another advantage of augmented reality is that users can move freely around the model and thus set the focus exactly where they want it.