Unleashing the Power of Augmented Reality: Best Practices for Brands
Augmented reality (AR) is no longer just a concept from science fiction movies or TV shows like “Black Mirror.” In fact, you may have already experienced AR without even realizing it. From trying on lipstick shades at Sephora to playing Pokemon Go or using Instagram filters, AR is becoming increasingly common in our daily lives.
According to Harry Bernstein, Chief Creative Officer at Havas New York, AR is breaking down barriers between consumers and experiences. Unlike virtual reality, AR is already integrated into the social platforms we use on our mobile phones every day, making it more accessible to a wider audience.
While Snapchat may have kickstarted the trend of brands using AR with its Lenses feature, Bernstein believes that the future will bring even more creative storytelling opportunities. For brands considering diving into AR, Bernstein offers some key best practices to keep in mind.
Firstly, agility is crucial. Being early to adopt AR can help brands stay relevant and engage with consumers in real-time. However, it’s important to focus on the creative idea behind the AR experience, rather than just the technology itself. Brands should also look beyond traditional metrics like ROI and focus on creating a connection with consumers through AR.
Having the right team in place is also essential for successful AR campaigns. Diversity and representation should be prioritized, and teams should consider the global reach of their activations. Finally, brands should aim to integrate seamlessly into the user experience rather than interrupting it.
As AR continues to evolve and become more prevalent in marketing strategies, brands that embrace these best practices will be well-positioned to engage with consumers in new and exciting ways.
