At OmniVirt, we believe in the power of immersive content to help brands tell better, more compelling stories. That’s why we’re bullish on using technologies like VR and AR to help brands deepen user engagement. In this post, we break down a few ways in which brands can use AR to better tell their stories and reach users in their AR marketing efforts.
AR Marketing as a utility tool
The base feature of AR is that it digitally overlays content onto the real world. Brands have used this digital content to provide information about products and services to users, especially in the retail space.
Furniture/home companies in particular have embraced the utility function of AR. Lowe’s created an AR app called Measured by Lowe’s, which turns your phone into a measuring tape. IKEA and Wayfair have digitized its furniture for users to “place” into their homes and test out the look and scale of potential pieces.
These examples represent pre-purchase branded experiences that help potential customers out, either by providing them with new information (does this couch go with my carpet?) or an enabling tool (will this couch fit?).
AR Marketing as a gamified experience
Pokemon Go brought AR to the mainstream with geo-tagging tech that placed digital Pokemon into the real world. Brands can encourage real/virtual world interaction with AR game experiences, too.
Take Sony Pictures as an example. To help build brand awareness around its Ghostbusters franchise, it created Ghostbusters World, an AR game that allows players to capture ghosts using AR. Who you gonna call? AR!
Note: this particular use case for AR Marketing is costly in terms of the creative production required. Other AR marketing offerings, like 3D ads or AR Web Selfies, allow for more easily created (and distributed) experiences that don’t require users to download an app or costly production. Brands should consider the full suite of AR marketing options to best suit their budgets and campaign goals. (If you have questions, shoot us a line.)
AR Marketing as a virtual product “try-on”
From putting on makeup virtually to choose the right shade to playing with virtual jewelry, users want to envision who they are with the products and brands they choose to help define themselves.
AR enables this by placing a given product right into the user’s natural environment, be it their room (see what a NYT honor box looks like) or their face (try on sunglasses and hats). While technology is still being developed for mapping 3D/AR objects onto dynamic surfaces, like your moving hands, the ability to today interact and engage with a 3D model in a user’s chosen environment makes AR solutions exciting for brands looking to deepen engagement.