Introduction to the Phygital World
The media is stuffed with stories about AI and its potential to alter our futures, but one technology that is already revolutionizing how people interact with the digital world and their physical surroundings is Augmented Reality (AR). By integrating computer-generated enhancements into real-world environments, AR creates a real-time interaction between the 2, forming a seamless mix between virtual and physical experiences.
What is Augmented Reality?
AR provides marketers with a brand new landscape to explore, utilizing the limitless possibilities that AR can create. Consumers can experience a brand or take part in a virtual activity without having to spend money. Recent advancements have made the technology more accessible, providing brands of all sizes with low-cost opportunities to interact with audiences in novel and compelling ways.
Types of Augmented Reality
There are various kinds of AR, starting from ‘marker-based AR’ to projection AR. Marker-based AR uses a ‘marker’ akin to a QR code or bar code to take the patron to a customized AR experience. Projection AR overlays AR content over real-world objects using lights and projector mapping technology.
Unlocking the Marketing Benefits of AR Technology
AR may be used at the side of prize promotions so as to add fun and effectiveness to a campaign. For example, PromoVeritas worked with LEGO on a large AR prize promotion, where fans could virtually scan LEGO bricks to see in the event that they were special ‘golden bricks’ and win thousands and thousands of prizes. This campaign was an enormous success, increasing user engagement with LEGO’s tech-savvy younger audience.
Reaching Younger Demographics
AR is an efficient tool for reaching younger demographics, particularly Gen Z. Growing up in a digital age, younger consumers are familiar and comfy with AR. The success of AR games like Pokémon Go is proof of how effective the technology may be in grabbing the eye of younger generations.
Engaging with the Consumer
AR promotions provide a greater platform for consumers to interact with products in a meaningful way, improving the general consumer experience. For example, IKEA has a tool that permits customers to virtually place items of furniture into a picture of their very own living space. Vodafone’s ‘Elf and Seek’ game, where participants scanned digital billboards to capture an AR hidden ‘Elf’ and win a prize, is one other example of how AR may be used to interact with consumers.
The Power of AR
By providing interactive and informative content, combined with relevant prizes as an incentive, AR enhances the shopping experience and offers a level of interactivity and personalization beyond traditional methods. This can foster emotional connections between brands and consumers, strengthening brand loyalty and affinity.
The Business Benefits of AR
AR might help drive tangible business outcomes, akin to increased conversion rates and sales. According to recent research, customers usually tend to purchase if the shopping experience involves an AR element. This is a transparent warning that retail brands who shrink back from innovation are leaving themselves open to being overtaken by bolder brands.
Using AR Effectively
However, it’s essential to not be blinded by the tech. AR should only be used where it’ll help achieve a goal that can not be achieved via other means. Overcomplicating things can alienate a percentage of the audience. Unless there’s real gain, it is best to play it protected and use simpler methods like regular prize draws or quick win campaigns.
Conclusion
AR offers a plethora of opportunities for brands to attach with their audiences in revolutionary and impactful ways. Clever use of the technology, combined with creative and business-focused prize campaign ideas, can work well for any brand or service. Brands that embrace this transformative technology will undoubtedly gain a competitive edge within the marketplace and an enhanced emotional connection to their audiences. By using AR effectively, brands can unlock latest levels of engagement, customer experience, and business success.
