Introduction to Augmented Reality in Marketing
Augmented reality is a technology that has been met with a number of skepticism, nevertheless it’s beginning to prove itself as a worthwhile tool for brands. One company that is using augmented reality in a creative way is General Mills, with its Lucky Charms brand. The brand has launched a campaign called "Chase for the Charms," which incorporates an augmented reality app that lets users play a game to win prizes.
The "Chase for the Charms" Campaign
The campaign was launched on St. Patrick’s Day and features an app that permits users to seek out and capture eight of Lucky’s charms. To play, users delay their mobile device and go searching the room to seek out the charms. The grand prize for the sport is an actual pot of gold price $10,000. According to Priscilla Zee, associate marketing manager at General Mills, the goal of the campaign is to extend overall fan engagement with the brand.
Reaching Adult Fans
The Lucky Charms brand has a big adult fan base, with about 45 percent of its consumption coming from adults. Zee explained that lots of these adult consumers remember Lucky the Leprechaun and Lucky Charms from their childhood. The brand wanted to succeed in these adults in a brand new way, and augmented reality gave the look of the right technology to accomplish that. The idea is to bring the cereal’s iconic charms magically to life, which inserts perfectly with the brand’s tagline: "It’s magically delicious."
The Success of the Campaign
Since the campaign launched, Lucky Charms has seen a rise in fan engagement. The brand’s Facebook following has increased by 10,000, which is a major jump. Zee believes that the augmented reality experience is the important thing to this success. By using a technology that is each fun and interactive, the brand is in a position to reach its adult fans in a way that feels recent and exciting.
Conclusion
The "Chase for the Charms" campaign is a terrific example of how augmented reality may be used effectively in marketing. By leveraging this technology, General Mills is in a position to increase fan engagement and reach its adult fans in a brand new way. As more brands begin to experiment with augmented reality, we are able to expect to see much more creative and modern campaigns in the longer term. With its ability to bring products and characters to life, augmented reality is a technology that is sure to proceed to grow and evolve on the earth of selling.
