The impact of mobile marketing continues to grow. And with it comes new opportunities to connect with audiences in meaningful ways. Thanks to ever-emerging technologies, every communication now presents an opportunity to create an immersive experience. The more engaging the experience, the more memorable (and shareable) it becomes, making a much stronger impression on your audience. That’s the reality faced by today’s marketers. Which brings us to today’s topic: Augmented Reality.
What is Augmented Reality?
The basic idea of augmented reality, or AR, is to use mobile devices to superimpose graphics, audio and other sensory enhancements over a real-world environment in real time. AR blurs the line between what’s real and what’s computer-generated by enhancing what we see, hear, feel and even smell. An early example is the superimposed first down line created by Sportvision that appears on TV broadcasts of football games. While rudimentary by today’s AR standards, it allowed viewers to see the line to gain without waiting for the referees to bring out the chains.
As AR technology has evolved, the experiences have become more sophisticated, and more brands are realizing the value it creates. You likely remember the Pokémon Go craze that launched in 2016. The best-selling mobile game was played by millions of people all over the world and gave marketers a peek into the power of augmented reality experiences.
Retail Brands Are Realizing The Value
Although development costs are still high, more brands and industries are beginning to realize the potential of AR and see it as a worthwhile investment.
Wine brand 19 Crimes created quite a buzz with their AR App that animated real-life criminals on their labels so they could tell their story in their own words. The effect provided a mesmerizing and chilling experience that was both unforgettable and extremely effective. Experience it for yourself. As of 2017, this relatively unknown brand has shipped over one million cases, while growing 60% in volume sales and 70% in value, according to Better Retailing.
Now, mainstream retailers are adopting AR to enhance consumer shopping and dining experiences. Starbucks introduced an Augmented Reality app that brings their coffee cups to life with sledding polar bears, ice skaters, Christmas trees and more. A more recent application transports customers to a coffee farm in another country, providing an immersive look at every stage of the growing and brewing process. All with the goal of enhancing the customer experience. They even lure customers in from the street with menu features served on the phone as they approach the store.
Removing barriers to broad acceptance
So far, AR works mostly through special mobile applications. And that’s a barrier. Customers need to shop the Apple App Store or the Google Play Store to find the mobile app and install it. However, a more universal solution is coming soon. Newer model mobile devices are embedding AR technology and a new media format is currently in development that will eliminate the need for separate AR apps. This technology will make Augmented Reality more accessible to more people in more places. Soon users will be able to simply tap on a rich media ad to activate the experience.
But, if retail brands want their AR implementation to have a lasting effect, they must do more than simply entertain. They must continue to develop new ways to offer consistent value to their audience. Things like bringing table tents, menus and placemats to life. Enabling restaurant guests to explore menu details, see how dishes are prepared, meet the owner or learn the company’s heritage. The opportunities are many. And we’ve only scratched the surface. Augmented Reality offers us new ways to make stronger emotional connections by creating more memorable experiences that add value to the brand.