Introduction to Augmented Reality in Packaging
The use of augmented reality (AR) in packaging has turn out to be increasingly popular, and a recent campaign by LU biscuits in Belgium has caught the eye of many. This revolutionary campaign used the Hololink platform to create a heartwarming experience for college kids starting college. The packaging transformed right into a flower product of cookies with a message of encouragement from the coed’s parents, showcasing the facility of AR in creating emotional connections with consumers.
The LU Campaign
The LU activation allowed consumers to simply customize messages by scanning a QR code on the pack. This campaign was supported by a 360° brand marketing strategy, including social media, influencers, events, and in-store materials. The idea was easy yet effective, making it an ideal example of how AR might be used on packaging to create a long-lasting impression.
The Technology Behind the Campaign
The technology behind the campaign was created by Halolink, a Danish company that developed an internet platform for creating AR experiences. This platform allows users to create AR experiences quickly and simply, without the necessity for an app. Users can drag and drop 3D images onto a background, determine the kind of motion, and overlay images on flat surfaces or real-world environments. The platform integrates 3D models, images, videos, text, and audio for multi-modal experiences.
The Benefits of AR in Marketing and Packaging
AR in marketing and packaging isn’t recent, however it has turn out to be increasingly easy to make use of and apply. With the suitable tools, anyone can create AR experiences in a matter of minutes. According to a 2022 study by Mindshare, AR ads:
- Double attention in comparison with non-AR visual communication
- Increase ad memorability by 70% on average
- Significantly increase conversion
- Evoke reactions of surprise and happiness 55% higher than regular ads
- Increase dwell time, with a mean of three+ minutes across all industries tested
Examples of Successful AR Campaigns
There are many examples of successful AR campaigns that showcase the creativity and imagination of the technology. Some notable examples include:
- 19 Crimes wine, which won "Best Integrated Marketing Program" globally in 2018
- Tomato sauce brand Francesco Rinaldi, which used AR to inform the story of the origin and quality of their sauce
- Heinz Ketchup, which transformed its label right into a recipe book
- Vital Farms, which brought its egg carton to life with free-roam, cage-free hens
Conclusion
The use of AR in marketing and packaging has the potential to revolutionize the best way brands connect with consumers. With the suitable technology and creativity, AR can create emotional connections, increase engagement, and drive sales. As seen within the LU campaign, AR might be used to create heartwarming experiences that resonate with consumers. As the technology continues to evolve, we will expect to see much more revolutionary and effective AR campaigns in the long run.
