Introduction to Augmented Reality Marketing
The world of selling is continuously evolving, and certainly one of the most recent trends is using augmented reality (AR) to advertise services and products. Recently, Sony Pictures used AR to advertise the DVD, Blu-ray, and iTunes release of its film Battle: Los Angeles. The studio worked with agency Zehnder Communications to create a layer on Layar’s AR platform, which allowed fans to identify virtual alien commanders and battle drones of their real-world location.
How it Works
The layer uses a number of the newest features in Layar’s technology, including 3D models and the flexibility for people to share screenshots on Facebook and Twitter. It also includes more traditional marketing elements like movie trailers, a contest, and a link to purchase the film on Amazon. The AR experience is just available near specific US landmarks, making it a novel and interactive approach to engage with fans.
Brands Experimenting with AR
Sony Pictures just isn’t the one brand to experiment with mobile AR as a marketing tool. Other firms, resembling Nikon, Honda, Adidas, and Ben & Jerry’s, have also used AR of their marketing campaigns. Layar and its rival, Metaio, are working hard to steer brands that AR must be on their marketing radars. These startups have spent a variety of time evangelizing the potential of AR, and types are starting to check the technology’s promise.
Measuring Success
One of the challenges of using AR in marketing is measuring its effectiveness. While some campaigns could also be easy to trace, resembling the variety of copies of the film sold through the AR layer, others could also be harder to quantify. The cost of making and running these campaigns can be not all the time clear. However, the PR halo effect of being seen to be testing out modern latest technologies generally is a significant profit for brands.
Comparison to Virtual Worlds
The use of AR in marketing has some parallels with the marketing heyday of virtual world Second Life. Brands piled in to Linden Lab’s world, paying huge sums to VR agencies and issuing breathless press releases. However, most were shunned by its inhabitants, and quietly retreated. Mobile augmented reality is different, and users are unlikely to be as brand-averse because the Second Lifers were.
Positive Developments
There are also positive developments on the planet of AR, with digital artists attending to grips with the technology and creating modern AR-powered services around tourism, entertainment, and education. These services stand alone, somewhat than promoting a separate product, and show the potential of AR to reinforce our each day lives.
Conclusion
The use of AR in marketing is a growing trend, and types are starting to experiment with this latest technology. While there are challenges to be overcome, resembling measuring effectiveness and managing costs, the potential advantages of AR make it an exciting development on the planet of selling. As the technology continues to evolve, we will expect to see more modern and interactive AR experiences that engage and delight consumers. With the Augmented Reality Summit happening in London, we will expect to learn more concerning the latest developments in AR and the way brands are using it to succeed in their audiences.
