Introduction to Augmented Reality
The release of Pokémon Go has marked a major milestone on the planet of augmented reality (AR). This app allows players to chase characters superimposed over a real-world environment, making it an enormous success. In fact, it already has a much bigger installed base than Tinder within the US. This raises a vital query: will more brands start investing in AR campaigns now that customers are exposed to the concept?
The Rise of AR
Historically, AR has remained a distinct segment technology, with one in every of the key barriers being the requirement for consumers to download one other app to experience branded AR content. However, Pokémon Go has shown that AR might be mainstream and successful. Nik Roope, founder and executive creative director at Poke London, believes that Pokémon Go has finally passed the "litmus test" for AR, demonstrating turn an interesting novelty experience into something with more direction.
Mechanics and Campaigns
Brands are unlikely to begin constructing their very own AR executions immediately, but they will borrow successful mechanics from Pokémon Go for their very own campaigns. For example, incorporating geocaching, a version of hide-and-seek that comes with digital and real-world elements, could possibly be used to drive mobile users to outdoor experiences. Paddy Green, senior social media executive at Fetch, suggests that this technology could possibly be utilized by other brands to create engaging experiences.
AR vs. VR
AR, or mixed reality, is gaining traction, and it’d even make more sense for brands than virtual reality (VR). While VR is about closed, self-contained worlds, AR is closer to a platform on which brands can construct. Roope argues that the difficulty with VR is that brands must construct entire worlds for one campaign, which just isn’t mandatory with AR. AR campaigns might be less about constructing one-off executions and more about integration in a long-term, collaborative way.
Key Facts About AR
1. Different from VR
Virtual reality is an escape, giving the user access to self-contained worlds. Augmented reality layers virtual objects over the actual, physical environment.
2. Tech Involvement
Microsoft has released HoloLens to developers, while Google has invested in a mysterious AR start-up called Magic Leap. Apple has also been snapping up AR-related patents.
3. Multiple Uses
Disney demoed an AR colouring book that brings characters to life as they’re colored in. Microsoft sees AR as a productivity tool.
4. Brand Experiments
Make-up brands have been particularly forward-thinking, with Sephora launching a lipstick-testing tool and Unilever’s Lakmé rolling out an app to let Indian users trial different looks.
5. Big Deal in Social
One of Snapchat’s most beloved features is its filters, which use facial-tracking software to detect a user’s face and overlay different masks for comic effect. Facebook bought the same service, Masquerade, earlier this yr to maintain up with Snapchat.
Conclusion
The success of Pokémon Go has marked a major turning point for AR, demonstrating its potential for mainstream success. As the technology continues to evolve, we are able to expect to see more brands investing in AR campaigns and experimenting with recent mechanics and platforms. With its potential for long-term, collaborative integration, AR might just change into the following big thing in marketing.
