Introduction to Augmented Reality Ads
Google has collaborated with Netflix to create a novel print ad for the hit show "Stranger Things" that involves life when scanned with Google Lens. This revolutionary ad is a component of Google’s efforts to display the capabilities of its image-recognition app and augmented reality (AR) technology.
How the Ads Work
The print ads, which appear within the New York Times, feature neon-colored images of individuals with Nineteen Eighties hairstyles, promoting the fictional Starcourt Mall from the show’s third season. When readers point their smartphones on the ads using Google Lens, they’re treated to an AR experience that ties in with the series. This technology is made possible by Google’s ARCore technology, which develops AR experiences to overlay digital information onto real-world objects.
Google’s Promotion of Google Lens
Google has been actively promoting the capabilities of Google Lens this 12 months, and its tie-in with "Stranger Things" is a creative approach to introduce the technology to a brand new audience. In May, Google added recent features to Google Lens, including visual language translation, audio reading of text, and video demonstrations of recipes. These features use artificial intelligence (AI) to discover objects with a smartphone camera, making it a robust tool for users.
The Power of "Stranger Things" Tie-Ins
The promotional tie-in with "Stranger Things" is a strategic move by Google to learn from the show’s massive popularity. With a record 40.7 million household accounts watching the show in its first 4 days, and 18.2 million accounts ending your complete third season, the show’s hype is undeniable. Many brands, roughly 75, have struck deals with Netflix for promotional tie-ins and merchandising with the show, including Microsoft, Coca-Cola, Burger King, and Baskin-Robbins.
Brands Benefiting from the Show
These brands have created unique and inventive tie-ins, resembling Microsoft’s retro-themed product announcements and Coca-Cola’s resurrection of New Coke. Even brands that appeared within the show without paid product placements have benefited from the exposure, with research estimating the promoting value for products within the season to be near $15 million in the primary three days of the show’s release. The top 10 most visible brands within the show include Coca-Cola, Cadillac, Chevrolet, and Adidas.
Conclusion
The collaboration between Google and Netflix on the "Stranger Things" print ad is a groundbreaking example of how augmented reality could be used to boost the promoting experience. With its revolutionary use of Google Lens and AR technology, this ad is bound to captivate audiences and introduce them to the capabilities of Google Lens. As using AR technology continues to grow, we are able to expect to see more creative and interactive ads like this in the longer term.
