AR adds value to your firms' marketing campaigns

Hello again!

Today let's get more function specific, and briefly discuss Augmented Reality from a Marketer's perspective as one can not underestimate the impact of the use of AR on marketing campaigns.

Brands are increasingly using Augmented Reality in their marketing campaigns. Although the widely used QR codes are relatively inexpensive and offer a very practical way to deliver relevant content to potential consumers, AR is a step ahead in terms of generating excitement and providing them with an unique and memorable interactive experience.

For consumers, AR does not only offer a playful element  into everyday product, it is also easier as there is no need to download a reader for interacting with the physical world.

Below are a few examples of successful AR marketing campaigns.

In 2011, KIA Motors wanted to use the Australian Open to change consumers' perception of its brand in order to effectively launch the KIA Optima. To do this, SMG Red launched an AR  app that allowed viewers that captured the KIA logo during the match to explore the car’s features. The AR app recorded  over 12,000 downloads and is said  to have led to an increase in Optima searches of around 58%. Kia  January sales of the Optima exceeded expected levels by 57 percent as a result.[1]

Nuts Magazine has partnered with mobile augmented reality platform Blippar in order to develop an interactive print edition. The magazine's first print edition of 2012 included 20 augmented pieces of content that readers could interact with by using their smartphones and the free Blippar application. The AR app recorded 15,000 unique users and over 200,000 interactions in a week, meaning that on average each user interacted with the content 13 times - a very impressive interaction level for a single app campaign that no doubt led to an increase in % of retained customers and to a higher level of brand awareness.[2]

In order to target a younger crowd for the release of its S60, Volvo created a You Tube masthead experience that allowed users to drive a virtual car round a track by turning their mobile phones right and left. The masterhead ad reported 192,319 clicks, with an interaction rate of 192,319 clicks. Volvo believes the AR experience resulted in a traffic increase of 293% on volvocars.com.[3]

TeamOgres

[1] http://mobileawards.com.au/MA2011/entry_details.asp?ID=10094&Category_ID=4624
[2] http://econsultancy.com/es/nma-archive/54637-ipc-reports-unprecedented-interactions-with-nuts-ar-campaign
[3] http://www.augmentedplanet.com/2012/10/from-gimmick-to-given-augmented-reality-and-the-future-of-marketing/