Augmented Reality (AR) is a buzz word you’ll likely hear more and more in regards to mobile marketing these days, and for good reason. The concept holds the all-to-important “wow factor” needed to engage consumers in an entirely new way, and keep them coming back over and over again.
While still in its infancy, marketing campaigns that integrate augmented reality are becoming more common everyday, and are increasingly mystifying consumers by letting them interact with various brands in a way never before available. Marketers are quickly taking note and putting the concept to good use. Accordingly, I wanted to showcase some examples of marketers and brands utilizing augmented reality in really cool ways.
Esquire magazine recently debuted an interactive AR issue of its magazine chocked full of engaging elements made possible by downloading a small piece of software and holding the magazine up to your webcam- see a video of the issue in action here. Similarly, GE implemented AR into an awareness campaign a while back to show its potential and to improve awareness of its “green planet” agenda. You simply print out a page with a special image printed on it, hold it up to your webcam and watch the AR magic happen. See the video here.
Circ.us, a digital marketing agency making heavy use of AR, also created an impressive branding tool for Criss Angel and A&E that involved using AR to allow users to play 3D games using a print-out and their webcam- see a video here, or try it out for yourself. Of course, it’s hard to mention augmented reality without thinking of Layar and it’s mobile AR browser that takes augmented reality mobile, and provides unprecedented potential for marketers.
These are just a few of many applications for AR that are already in use. The future is undoubtedly bright for the concept, and as hardware, software and the implementation on mobile devices matures, the wow-factor will only grow larger.
Great post and thanks for the shout out! We have some other things launching in the next few weeks. I will keep you posted.
Thanks Adam! AR is an exciting concept and definitely an interesting space to keep an eye on.
Cir.us looks to be hitting the trend head on, and for good reason, definitely keep us posted!
Anyone know the number of people downloading the “small piece of software”? or percentage of the readership?
The Esquire “interactive issue” gained a lot of exposure, as did the GE campaign – both of which required downloading a small program – but exact percentages have been hard to find.
Since the concept is such a novelty at this point, a lot of people have been receptive to it, but for how long is the question…
Thanks Justin – Perhaps Adam can shed some light on the numbers?
Unfortunately, I do not have exact numbers either, but not all applications require a download or browser plug in. GE did not require a download and neither have any of our (Circ.us) initiatives (two of them are below).
The way I see it, the more value that is provided, the more tolerance people will have for additional behavior. Sure, there is a lot of hype right now, but as we start creating more involved applications (we are working on something now that that I hope will blow your mind
) people will feel more compelled to take those extra steps.
http://www.aetv.com/5-lives-of-criss-angel/5-lives-augmented-reality/
http://www.facebook.com/search/?q=carls+jr&init=quick#/profile.php?fbhref=invite.php&id=91702965455&app_page=1&v=app_189139983171
Adam, thanks for the info! Not requiring a download changes the concept completely.
Consumers will always have tolerance for something that provokes the “wow-factor” like AR, especially if it requires no additional steps besides enjoying the content.
I’ll definitely keep on eye on what you guys are creating, and I fully expect it to blow my mind, not unlike other campaigns you’ve produced!