Augmented reality is a personalized and compelling manner of delivering brand message and experience by enhancing its reality with digital content.
AR provides more freedom for the user, and more possibilities for marketers because it does not need to be a head-mounted display. This new interactive media channel is available only to consumers who actively choose to access it, meaning there is an automatic form of engagement right from the very beginning.
There are 3 ways in which users can experience Augmented Reality:
- By using AR 3D viewers- to allow users to place life-size 3D models in your environment with or without the use of trackers.
- By using AR browsers- to enrich your camera display with contextual information. For example, you can point your smartphone at a painting to display information about its artist.
- By using Augmented Reality gaming- to create immersive gaming experiences that utilize your actual surroundings. A perfect example is Pokémon Go- the AR game that allows users to catch virtual Pokémon who are hidden throughout a map of the real world.
Augmented reality is more than a tool to help you tell stories. AR can help you create the world where your clients can actually take part in the story. We present you 3 advertising campaigns that created amazing user experiences by using Augmented Reality technologies:
Legion AR campaign- a window into the protagonist’s psyche
For promoting its latest mutant-themed show “Legion”, FX Networks & Marvel combined powers for creating a nationwide Augmented Reality campaign.“ 5 AR murals were placed in New York, Chicago, LA & San Francisco. The three-day exhibit challenged audiences and brought the power of the Legion to life with art installations inspired by the series’ themes.
The public could experience the powerful secrets hidden in the depths of the protagonist’s mind through the perspective of augmented reality including: forced perspective art piece by Michael Murphy, found materials installation by Clemens Behr, light and shadow installation by Kumi Yamashita, Legion Key Art Mural by David Flores and multimedia installation inspired by the series.
A Very Augmented Reality Christmas
The Covent Garden AR campaign represents the largest showcase of augmented reality technology ever attempted in one location, with 140 stores and restaurants implicated. The campaign offered to the clients a lot of magical AR experiences. It was created an interactive map of Covent Garden that once clicked, could unlock all of the exclusive events and rewards happening during the festive season. Swing tags were placed on select items in-store in order to unlock ‘gift picks’, amazing offers and tips from top fashion editors of Cosmopolitan, Esquire and ELLE. Also, AR 3D stickers were placed on restaurant and shop windows to reveal special offers and more. It was created a digital hunt to find the eight hidden reindeer that allowed users to enter a daily draw and win a daily prize. And, of course, the campaign had an augmented reality Christmas tree and Santa experience that showcased the exciting technology. From the user’s magical experiences, we mention the possibility to watch the largest digital reindeer ever prance around the Piazza.
Augmented Reality Dinosaurs at Singapore Zoo
Singapore Zoo is one of the must-see attractions for visitors to the island-city, and prides itself on being the “Best Rainforest Zoo in the World”. Research showed that a large percentage of zoo visitors were already using their phones to complement their visit. Therefore, to leverage this mobile-led behavior and create a unique, unforgettable and shareable experience Singapore Zoo introduced augmented reality.
Through an immersive Augmented Reality experience, visitors were prompted to explore and learn about the dinos, engage with educational content through quizzes and games and take selfies with the 3D dinosaurs. To encourage others to visit the zoo there were created selfie frames with dinosaurs that could be shared with friends and family via social media platforms.
The AR experience provided entertaining and educational content ranging from fun facts about the dinosaurs to interactive games and quizzes.
The Singapore Zoo VR campaign has seen unprecedented levels of interaction and engagement from visitors to the exhibit. All the visitors that scanned signage along the discovery trail scanned it 9 times each on average and spent an average of 4 minutes 12 seconds within the AR experience.