Using Augmented Reality To Engage With Customers
Augmented reality technology has the ability to bring to life a brand or product in a creative way, that can tap into viewers on a human, and often emotional level , which makes the experience profound and memorable.
The technology works by ‘augmenting’ a layer of ‘graphics or animation, on top of a viewers’ real surroundings. This can work on mobile phones, with digital panels (eg at Bus stops) or on desktops.
By creating immersive experiences that surprise and delight through interactive customer engagement, viewers are more likely to respond, react, share with their friends or on video channels, or even contribute their own content.
The most effective executions seamlessly connect web services to physical content and reality, to update in real time, so the experience feels genuine at that moment in time.
Johnson & Johnson’s Band-Aid, Magic Vision
It’s heartbreaking to see a child cry when they have hurt themselves. So what better way to soothe them, than by turning a wound into a magical experience, using augmented reality? Johnson & Johnson’s ‘Magic Vision’ Band Aids let Mums and Dads bring to life the plasters / band aids to reveal brilliant branded video messages from their child’s favourite Muppets character . A perfect way to engage the 2 -8 year-old target demographic and encourage customer & Shopper loyalty to the brand, long after purchase!
Gamification added to the physical products helps to engage customers with a product and works as an incentive to a quicker purchase. This can be seen here in the Nesquik app, which provides fun games for consumers to play at home.
Volkswagen launched their new Beetle through a series of billboards and bus shelters that housed an AR experience waiting to be unlocked!
More recently shoe brand, Crocs allowed users to to transform a charm on the front of their shoe into interactive characters, objects and games.
IKEA embraced AR technology by allowing customers to superimpose products from their 2014 catalogue into the area of the home/office that they would be bought for. This way customers could get an idea of how the item would look inside the space it was intended without spending any money or even visiting an IKEA store.
Converse allowed users to try out their trainer styles from the comfort of their own home.
In London’s Waterloo station, Cadbury’s #freethejoy campaign allowed commuters to see themselves on the screen as they walked across the station concourse. As obstacles appeared in front of their screen-selves, people were encouraged to ‘burst’, ‘swipe’ or ‘kick’ them to win chocolate bar prizes.
Pepsi recently took its use of AR to the next level in a campaign that turned a bus shelter’s walls into a fake window that appeared to show a number of different unlikely scenarios happening on the street behind, such as flying saucers descending, a robot attacking and a tiger running loose.
Enhancing On-Site Customer Experiences
Following research that indicated that 58% of consumers want to get product information in-store before a purchase and that 19% of customers will browse mobile devices whilst shopping, IBM launched this augmented reality app to provide shoppers with extra product information whilst browsing the aisles.
Lego introduced an Augmented Reality panel within their category shelves, so that, when a shopper held up a product they were interested in purchasing , they could see immediately how a completed lego model might look, as if it were in their hands.