Augmented Reality Marketing: Lessons Learned and Strategies for Success

The Rise and Evolution of Augmented Reality Marketing

It’s been over two years since Pokémon Go took the world by storm, showcasing the potential of augmented reality (AR) technology. While the game’s popularity may have waned, the lessons learned from its meteoric rise and fall have had a lasting impact on brands looking to leverage AR in their marketing strategies.

Initially, Pokémon Go broke records with its impressive download numbers and revenue generation. However, the novelty of the game quickly wore off, highlighting the importance of engaging content in AR experiences. Brands learned that simply using AR for attention-grabbing purposes was not enough; they needed to create immersive and compelling stories to keep their audience engaged.

In contrast, games like Fortnite Battle Royale have continued to grow their user base by focusing on creating captivating gameplay experiences rather than relying solely on cutting-edge technology. This shift in focus has proven to be more sustainable in the long run.

As AR technology has continued to evolve, brands have begun to explore new ways to incorporate it into their marketing strategies. With the widespread availability of smartphones, AR has become more accessible to consumers, leading to a rise in AR usage on popular social media platforms like Snapchat.

Despite initial hesitations about the ROI of AR, more and more companies are now embracing the technology. Major players in the industry are shifting their focus from virtual reality (VR) to AR, recognizing the potential for creating engaging and interactive experiences for their audiences.

Brands have been experimenting with AR in various ways, from creating interactive product packaging to offering virtual try-on experiences for customers. Successful examples include the IKEA Place app and the Sephora Virtual Artist app, which have seen significant engagement from users.

Moving beyond traditional uses of AR, brands are now exploring innovative ways to tell stories using the technology. From behind-the-scenes tours to branded adventures, companies are finding creative ways to engage their audiences and create emotional connections with their brand.

For example, Patrón Tequila used AR to offer a virtual tour of its distillery, allowing customers to learn about the company’s history and tequila-making process. Kate Spade New York launched an AR app to promote its store in Paris, inviting users to explore the city through virtual experiences.

Australian winemaker 19 Crimes has built its entire brand around storytelling, using AR to bring the stories of British prisoners to life on their wine bottle labels. This unique approach has helped the brand stand out and earn recognition in the industry.

As AR technology continues to mature, brands are finding new and innovative ways to leverage it in their marketing strategies. By focusing on creating engaging and immersive experiences, companies can connect with their audience in meaningful ways and stand out in a crowded digital landscape.