Augmented Reality Agency

Augmented Reality : Immerse your customers in a promotional or brand experience

RETURN2SENDER 20 February 2024

Web-AR ( no app required!) experiences can add a fun, immersive, promotional and also educational element to print, packaging, point of sale, email, events, website/comms and of course social media.

Key Considerations for Set Up and costing

The first thing to decide (from a promotional marketing perspective) is to whether or not you want to make the AR experience promotional, and as part of that, you need to decide is there some sort of prize or tangible reward in there in exchange for people doing something ( e.g. scanning packaging, playing a game, using a portal as a treasure hunt, using a face filter etc.).

Once you’ve decided that then you can focus on creating something that fun that people will want to use and leveraging the unique strengths of AR. In tandem with creating something fun you will also have to build it such a way that makes it easy to receive peoples details and run prize draws in line with your T&Cs.

As we know the bigger the prize fund (and the chance to win) the more entries you will get ( assuming it’s promoted correctly).

And if you have a decent prize fund and a compelling AR experience that makes for a very engaging and memorable promotional mechanic.

Integration:

The best AR campaigns work best when they are integrated seamlessly into a brands wider communications strategy and promoted to the right audience.

This might be mean doing a simple AR experience at a match or event or on packaging or something but understanding where and how people will access the experience goes a long way towards ensuring that the experience is tailored to the brief, target market and context. An AR experience that works at home may not work in a mucky, noisy field with a poor mobile signal.

Here are some other considerations:

What is the role of AR ( brand awareness, encourage purchase, amplify existing comms etc)

What is the business problem that AR will solve (example: AR is great on packaging, AR is great at sampling and product and experience visualisation and AR is great at ‘show don’t tell/preach’ )

Who is the target audience

Where will they discover the experience ( on pack, email, in-store, at event, comms/ads etc)

Why will they care? ( e.g. the experience will enable them to scan a pack and get 20% off or the experience will deliver amazing, share-able content that enhances their night out)

What is the CTA? How will they be able to access the experience? ( e.g. click here to access or scan QR or search for this)

What creative assets are available? What do we need to do in 2D, 3D etc – do we have any existing assets to reduce costs? Do we have any sound effects or identities that we can re-use?

What platforms? e.g. on the web, in app, in social

What is the file size of the experience? Will there be a good mobile signal to access it? Will it only work on the latest phones on Wi-Fi?

Is there a data capture opportunity? Are there prizes/rewards? How do people redeem? Are there retail partners involved with different prize funds?

How can people share it?

Are there any IT security requirement’s? Who will approve this?

 

Key Benefits of Augmented Reality

Augmented Reality ( AR) makes existing media work harder and provides an interactive, immersive layer to print, packaging, OOH, social, TV email etc

AR provides an immersive way to remotely/digitally sample products, experiences services etc.

AR improves brand awareness – AR experiences are memorable and shareable

AR is relevant to younger shoppers and consumers especially gen Z, gen snapchat

 

Types of AR experiences

AR experiences tend to be either:

-tracked or as a digitaloverlay onto something defined( your face, packaging, your car etc etc)

or

-magically appear in your world view ( on your kitchen table, in the sky, on the ground in front of you)

In terms of formats they tend to take the form of:

Games/Mini Games: where you play a 3D game using the world around you or for example using packaging as your canvas
Portals – these are like 3D events where you walk into something immersive
Try ons – where you try on or place something like a L’Oreal Cosmetic Filter or the IKEA furniture visualisation
Packaging experiences – where shoppers scan packaging logos or QR codes to overlay the pack with a game or competition experience
3D objects – this is where products can be experienced or sampled in 3D ( watches/jewellery, products, recipes, product walk throughs)
Visual search – this is where shoppers scan products to learn more and unlock rewards
Retail assistance – similar to visual search but where shoppers use AR to navigate the in-store environment

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