From retailers to auto manufacturers to higher education, companies everywhere are implementing augmented reality to market themselves in new and creative ways. How are these marketing campaigns setting companies apart from their competitors, and what can we learn from them?shares, Kayla Matthews Blogger – Productivity Bytes.
Augmented reality (AR)Opens a new window is a relatively new technology combining things in the real world with computer-generated information. It allows people to enjoy experiences that are often more immersive than the real world alone offers.
Here are six outstanding AR campaigns worth analyzing.
1. Macy’s Offers AR Cosmetic Sampling
Anyone who has ever stood in the cosmetics aisle and gazed at the dozens of shades available knows how difficult it is to find the right one. Samples can help, but stores don’t always have examples for every color or product. However, Macy’s wants to help people try on makeup with the help of AR. Soon, they can do so via a mobile app providing more than 1,000 shadesOpens a new window .
This approach allows people to understand which options are most suitable for them, even when they’re at home and prefer to buy things online. Without this option, individuals may decide to buy later or not at all. But, seeing shade possibilities in real time spurs the urge to purchase.
In 2018, the brand did a small rollout of the technology involving some lip color options. That trial seems to have won over customers and Macy’s alike, since the brand decided to move forward with this AR application in a much more extensive way. It’s also worth mentioning this embracing of AR is part of a more substantial investment in technology for the online and in-store experience at Macy’s.
Also Read:Â 6 Best Practices to Follow When Automating Cold CallsOpens a new window
2. Ford Helps People Explore New SUVs Through Snapchat
Ford wanted to stay competitive in the Canadian sport utility vehicle (SUV), market and knew doing so meant reaching out to a younger-than-average demographic. It worked with Snapchat to make an AR filter related to its EcoSport mini SUV that featured a true-to-life 3D model of the car inside Snapchat.
Users could position and scale the car anywhere in their immediate environment, discovering both the internal and exterior aspects of it. Ford did not publish sales figures linked to this campaign. But, this was the first AR vehicle marketing campaign in the Canadian market. That fact helped both media outlets and the public realize the car company is not afraid to take chances to reach its audience.
3. The BBC Promotes a New TV Series With a Curiosity-Sparking AR App
There are so many choices of things to watch — between broadcast television and on-demand streaming content — that it’s often challenging for TV executives to make their shows stand out. That’s why the advertising efforts for a BBC 2 show called “Civilisations†included an Augmented RealityOpens a new window app to get people in the mood to learn.
In the documentary-themed show, three experts become globetrotters to profile the progression of human development and achievements through the ages. The AR app lets people use their phones and tour several museum exhibitsOpens a new window with relevance to the show. They can also interact with them, such as by rubbing on a surface to see what a scripture looked like when the author initially wrote it.
People who reviewed the app in Apple’s App Store said they appreciated how easy it was to use, and mentioned they were impressed by how well-done the app is, considering it’s free. It was the BBC’s first attempt at an AR app, so it’ll be interesting to see if the company deems the payoff enough to warrant future efforts.
4. Mercedes-Benz Depends on AR for Training Throughout the Enterprise
Many companies use AR to solve a specific business need in a particular department. For example, surgeons and car mechanics use AR to get different perspectives and receive advice. Soon, businesspeople will realize successful integrations of AR could enhance productivityOpens a new window by permanently changing how workers interact with colleagues and customers.
Mercedes-Benz realized that already when it began using an AR headset from Microsoft to train its global employees. For example, communications and marketing team members create simulations to help sales floor workers go over the highlights of a vehicle. But, in the brand’s manufacturing plants, they can also use Microsoft’s device to see the inner workings of a car without going through a tear-down process.
This way to use AR fits into the productivity aim mentioned earlier. It’s easy to envision a scenario where people might go through AR experiences and learn more efficient methods of fundamental processes.
5. YouVisit Facilitates Campus Tours With AR
Choosing a college is arguably one of the first major life decisions a teenager makes. And, college tours can quickly get expensive, especially if someone gets accepted at universities all over the country and has several of them on a shortlist.
A company called YouVisit specializes in helping people use virtual reality for touring everything from major cities to luxury hotels. It recently ventured into AR, too, by debuting an app that helps people go on campus tours with their phones. The University of Pittsburgh was one of the first learning institutions profiled in the app.
It gave people a bird’s-eye view of the campus, as well as letting them see what the surrounding community offers. YouVisit recognized the area surrounding a college could weigh heavily on a person’s school choice and felt it was valuable that the AR environment spanned outside the University of Pittsburgh grounds.
The YouVisit website mentions statistics including that its content causes an 18 percent increase in inquiries and a 27 percent boost in physical visits. The data doesn’t specify that it’s only for campus visits, but they nevertheless give brands a compelling reason to consider this way of introducing a person to a must-see place.
6. Lowe’s Helps People Imagine the Possibilities
Lowe’s is a home improvement brand, but it’s understandable some people who want to spruce up their homes have trouble pondering how to get started. In 2018, the brand revealed a new part of its app that allows people to place life-sized products from the company’s catalog in their outdoor spaces. Then, they can start thinking about the outcomes of purchasing those things.
This example isn’t the first time the brand tried AR, suggesting it got positive results previously. In 2017, Lowe’s had a different AR feature that let people use AR to find things during in-store shopping trips. The brand experiments with new tech within its Lowe’s Innovation Labs arm, and representatives indicated the brand intends to use AR in various ways moving forward.
Also Read:Â 5 Tips to Ace Your B2C Mobile Marketing Strategy in 2019Opens a new window
AR Assists Both Companies and Consumers
The examples here stand out because they align with defined business needs. The companies on the list didn’t work with AR merely because the option existed. They determined how AR could support and solve needs at a company level or reach out to consumers.
That element is essential for the success profiled here, as well as any future AR projects brands consider.