Introduction to Augmented Reality in Advertising
January 5, 2012, by Alicia Kelso, saw the launch of an progressive promoting campaign by Domino’s Pizza, utilizing augmented reality (AR) technology to have interaction customers across Britain. Over 6,000 sites displayed posters that, when viewed through a smartphone or tablet camera, would display deals, allow downloads of the corporate’s mobile ordering app, and invite viewers to turn out to be Facebook fans.
How the Technology Works
The AR app, created by UK-based Blippar, enables users to download deals and access local menus by the posters through their smartphone or tablet camera. The posters come alive, displaying images that "jump" off the page, providing an interactive experience for potential customers. This campaign was specifically designed for Domino’s 555 deal, offering any three or more 9½-inch pizzas for £5.55 each, showcasing the potential of AR in promoting.
Domino’s Perspective on Innovation
According to Nick Dutch, Multimedia Manager at Domino’s UK, "We’re all the time in search of progressive recent ways to have interaction with our customers using the newest technology. This exciting recent campaign with Blippar provides us with an awesome opportunity not only to speak a superb pizza deal but additionally to have interaction with users by offering them information specific to their local store and other features only for mobile users." This approach highlights Domino’s commitment to leveraging technology to boost customer engagement and experience.
The Role of Blippar in AR Technology
Blippar, launched in the summertime of 2011, claims to be the world’s first mobile augmented reality and image recognition platform, enabling advertisers to succeed in consumers in a singular and interactive manner. Besides Domino’s, Blippar has created AR campaigns for notable brands reminiscent of Heinz, Nestle, and Guinness, demonstrating the growing interest in AR technology for marketing purposes.
The Future of Augmented Reality
Augmented reality technology, which overlays the camera’s view of the true world with virtual information, is predicted to be considered one of the highest technology trends for 2012, in response to Mashable. Research by Visiongain supports this prediction, forecasting that mobile augmented reality (MAR) will expand exponentially from 2011 to 2016, with the market valued in billions by the tip of the forecast period. This growth indicates a major shift towards interactive and immersive promoting experiences.
Compatibility and Availability
Currently, the Domino’s AR app is best compatible with the iPhone 3GS and is in beta testing for Android devices. Blippar goals to make the app available across multiple channels within the near future, ensuring a broader reach and accessibility for potential customers.
Impact on Sales
The introduction of AR posters is anticipated to contribute to the continued growth of online and mobile sales for Domino’s. The company reported a 9.5 percent sales increase for the last quarter of 2011, with online sales rising by 40 percent and mobile orders accounting for 13 percent of total orders. This trend suggests that progressive marketing strategies, reminiscent of using AR, can significantly impact sales and customer engagement.
Conclusion
The integration of augmented reality into promoting, as seen in Domino’s campaign with Blippar, marks a major step forward in interactive marketing. By providing customers with an immersive and personalized experience, corporations can enhance engagement, drive sales, and stay ahead within the competitive market. As technology continues to evolve, the potential for AR to revolutionize the promoting industry becomes increasingly evident, offering a promising future for progressive and interactive marketing strategies.
