Augmented Reality in Food and Beverage Marketing

For a protracted time, augmented reality (AR) has been seen as a possible game-changer for advertisers. Recently, food and beverage manufacturers have began to tap into this potential, with some notable successes. However, to actually succeed, AR must be utilized in a way that engages consumers and adds value to their experience.

What is Augmented Reality?

AR is different from virtual reality (VR) in that it doesn’t create a very recent environment, but somewhat enhances the true world with computer-generated sensory inputs like sound, video, or graphics. All you wish is a digital device like a smartphone to experience AR.

Examples of AR in Food and Beverage Marketing

Several manufacturers have already experimented with AR, with various degrees of success. For example, General Mills used a Star Wars tie-in for AR of their cereal packaging, while PepsiCo created an AR app for a football campaign. Coca-Cola also developed an AR app to advertise their products. In 2014, Kraft partnered with Walmart for a summer AR marketing campaign that focused on summer-themed food items, which turned out to be a lucrative collaboration.

Using AR to Enhance the Shopping Experience

AR isn’t only used to have interaction consumers but additionally to assist sales staff display products in a more interactive way. For instance, Coca-Cola equipped their sales teams in Germany with an AR app that simulated how their products would look and slot in a selected retail environment.

The Challenge of Engaging Consumers

While AR has great potential in food and beverage marketing, it needs to offer value to consumers. With hundreds of games already available in app stores, consumers need a compelling reason to download and have interaction with an AR experience related to a food product. However, food and beverage manufacturers have a bonus: consumers are already using their phones throughout the day, in order that they just need to search out the precise motivation to make use of their phone to have interaction with the product.

Conclusion

In conclusion, augmented reality has the potential to change into a strong tool in food and beverage marketing, nevertheless it must be utilized in a way that adds value to the patron experience. By finding creative ways to integrate AR right into a broader brand strategy, manufacturers can engage consumers and increase brand loyalty. As the technology continues to evolve, we are able to expect to see more modern uses of AR within the food and beverage industry.