Introduction to Augmented Reality in Marketing
As augmented reality becomes more of a transformational technology for the marketing industry, more brands are adopting it in various ways. One such brand is Coca-Cola, which has collaborated with Ogilvy Mexico and VFX house Timber to create an immersive AR experience.
The AR Experience
The experience allows users to point their phone’s camera at a can of Coke and witness certainly one of 12 stories come to life. These stories revolve around minor conflicts where animated characters engage in lighthearted exchanges, resulting in outcomes that develop into more favorable by sharing a Coke. For example, one story shows a pair of youngsters getting their beach ball deflated by a beach umbrella, while one other shows a young couple at a movie getting scared and dropping their popcorn.
How the AR Experience Works
Santa Monica-based Timber worked with Ogilvy to create 3D elements needed for the interactive AR experience. The stories are designed to focus on the can of Coke as a approach to make all the things higher. Another playful video shows two rival soccer fans squaring off against one another by beating the drum of their very own team. Just when things get heated, a ball comes flying out of the "real" can, and the 2 develop into friends as they engage in a game.
Creating a Captivating World
From the environments to the characters and overall animation, Timber took the lead in making a charming world that elevated the patron experience beyond the beverage. The team created opportunities for users to interact with products while entertaining each young and old. According to Jonah Hall and Kevin Lau, creative directors and partners at Timber, "This project was an ideal implementation for AR. People working together in harmony was at all times the core foundation of the concept. Coke has at all times been great at associating their brand with happiness and harmony."
The Making of the AR Experience
A case study video shows the meticulous detail that went into making the AR experience videos, from concepting to sketching, constructing characters and props, and putting those through 3D development before finally activating the AR videos. Hall and Lau added, "The concept that our work is being activated by Coca-Cola customers in such a fun and experiential way is a giant a part of what drew us to the project. This was the proper opportunity to explore a brand new medium and to check our storytelling skills in emerging markets."
Conclusion
The Coca-Cola AR experience is an ideal example of how brands can use augmented reality to create engaging and interactive experiences for his or her customers. By leveraging the facility of AR, Coca-Cola has been capable of bring its brand to life in a brand new and modern way, making a memorable experience for users. As the usage of AR continues to grow within the marketing industry, we are able to expect to see more brands following in Coca-Cola’s footsteps and creating their very own immersive AR experiences.
