How Brands are Using Augmented Reality to Create Immersive Experiences

Augmented reality (AR) is becoming increasingly popular, and plenty of brands at the moment are incorporating it into their marketing strategies. By mixing digital elements with real-world events, AR enables brands to bring experiences to life and create campaigns at scale. Here are five recent examples of brands using AR, and why they work.

What is Augmented Reality?

Augmented reality is a technology that superimposes digital information and pictures onto the true world. It’s getting used in a wide range of ways, from gaming to education, and now, marketing. Brands are using AR to create immersive experiences that engage and interact with their audiences.

Examples of Brands Using AR

Several brands have recently used AR of their marketing campaigns. Here are just a few examples:

Coca-Cola’s World Cup Experience

Coca-Cola created a football-themed AR experience outside of Zurich’s foremost train station in Switzerland to rejoice the beginning of the 2018 World Cup. The experience allowed passers-by to exhibit their football skills using AR technology, making them feel like they were playing alongside Switzerland’s Xherdan Shaqiri. Afterward, players could take a photograph with Shaqiri and enter a contest to win a FIFA World Cup Official Match Ball.

City Social’s Mirage Menu

London-based restaurant City Social launched an AR drinks menu, where customers can use a special app to bring their cocktails to life. The menu features 12 cocktails, each with its own unique AR experience. Customers can download the app and point their camera at a coaster that accompanies their chosen cocktail to see art-related animations spring to life.

Felix’s ‘Up to Mischief’ Campaign

Pet food brand Felix used AR to create a fun and quirky experience for commuters at London’s Waterloo Station. A 3D version of Felix the cat was projected onto the station’s 40-meter screen, walking around and interacting with commuters. The campaign was designed to surprise and delight passers-by, and it resulted in an 18.7% engagement rate online and a 7% increase in brand consideration.

Eminem’s Coachella Performance

Eminem launched his own AR app ahead of his performance at Coachella festival in California. The app contained exclusive extras for festival-goers, including live visuals during his performance, akin to a large-scale Eminem, branded masks, and lyric-related animations over the stage. By embracing the proven fact that many individuals can be experiencing the show through their mobile phones, Eminem created a memorable experience for his fans.

Macallan Whisky’s Gallery Tour

Macallan Whisky launched an AR activation at a New York art gallery, which allowed visitors to immerse themselves in interactive art pieces depicting American and European oak forests, where Macallan sources the wood for its whisky casks. The AR experience was designed to boost storytelling and provides fans a deeper understanding of the whisky-making process.

Why AR Works for Brands

AR works for brands since it creates immersive and fascinating experiences that interact with audiences in latest and progressive ways. It allows brands to inform stories, showcase products, and create memorable experiences that leave an enduring impression on consumers. With the rise of AR technology, we will expect to see much more brands using it of their marketing campaigns.

Conclusion

Augmented reality is a robust tool for brands to create immersive experiences that engage and interact with their audiences. From Coca-Cola’s World Cup experience to Macallan Whisky’s gallery tour, brands are using AR to inform stories, showcase products, and create memorable experiences. As AR technology continues to evolve, we will expect to see much more progressive and artistic uses of AR in marketing campaigns.