10 marketing campaigns – Do you remember those teenagers chasing virtual creatures with their cell phones in all places? This was probably his first encounter with augmented reality (RA). Pokémon Go, the RA game that was launched on the market in 2016, was an unprecedented success. But what is this tool that looks like science fiction? It is a set of technologies that allow a user to see part of the real world through a technological device with added virtual information.
This technology has enormous potential for marketing. How? Imagine that you want to buy an armchair and find a brand that shows your products using augmented reality: technology allows you to visualize the chair in the space where you plan to place it and in this way make a more informed purchase decision. “Makeup and furniture are just the beginning,” says Jason Yim, CEO of Trigger Global. “Body scanning and other technologies will mean that many more companies will be able to find some way to incorporate RA. In two years, we will say ‘How did I decide to buy something from a 2D image?’ »
In this article, we share a list of some of our favorite augmented reality campaigns. We care about including a variety of uses, so that you can get an idea of the full potential of this tool for advertising. As always, the most effective campaigns are those that combine creativity with functionality, thus providing a unique experience for its users.
1) The Pizza Hut interactive menu
Augmented reality is so versatile that it can be implemented in all kinds of industries. Restaurant chains are no exception. Pizza Hut hired the agency Engine Creative to design an augmented reality campaign. The team got down to work and found a very creative way to improve the Pizza Hut menu. Users could scan a shooting image in the menu through the application and access a Challange Trivia for the whole family, as well as the possibility to make a direct order and see a presentation of the meals in 3D.
2) Interior design with Home Depot
Nowadays, many furniture stores use augmented reality in their catalogs. It makes sense: this item was asking for it. How to know if you will really like the celestial painting that looks beautiful online, but could be too loud in your room? What happens if that coffee table does not fit in the living room as you expected? The RA technology takes into account the lighting, objects and shadows in the room, so you can see what that celestial tone will look like in real life. If you do not trust your own criteria, you can also share images of the application on social networks to get the opinion of a friend.
3) The Timberland virtual changer
Perhaps some nostalgic nineties will remember Cher’s virtual closet in the movie Clueless (1995). Many must have thought “what a great invention it would be: not having to test each item to see how it is” Timberland made it happen: he created a virtual changer in the Moktow Gallery in 2014. Using Kinect motion detection technology, the virtual changer Timberland allowed shoppers to see an image of their face, and a model body of similar size, in different outfits.
4) Sephora and her app to make up
There is a reason why almost nobody buys makeup products online: it is impossible to make an informed decision without having tried the products. Sephora created an augmented reality experience (Virtual Artist App, with ModiFace) to ensure that users of the Sephora app can see how make-up products look through their phone’s camera. Users can also find out what tools or products they will need to apply certain products. In addition, Modiface’s augmented reality technology can show users the effects of months of skin care on their skin, an image they will not find in the store. 10 marketing campaigns
5) A bus stop to remember
In 2014, Pepsi created an augmented reality experience at a London bus stop. The experience consisted of extraordinary elements such as UFOs, lions and flying saucers that appeared inadvertently in the glass of the stop, thus creating the illusion that they were going directly to the Londoners. The production showed Pepsi’s playful personality and gave the audience an exceptional experience. Subsequently, a video of that experience attracted more than six million views on YouTube, which made it one of YouTube’s most viewed advertising campaigns. 10 marketing campaigns
6) Walk the tightrope with Nicorette
Nicorette is a brand that manufactures therapeutic products to quit nicotine addiction. Recently, he created an extremely creative and inspiring augmented reality campaign. The campaign was held at King’s Cross station in London and the association was based on a slacklining instructor named David. It turns out that David used to be addicted to cigarettes and thanks to Nicorette, he was able to quit the habit in 2016 and engage in extreme sports such as tightrope walking. Nicorette then decided to offer the passengers of the King Cross station the opportunity to experience the thrill of being like David and being able to walk a tightrope. 10 marketing campaigns
7) Coca-Cola promotes recycling in Stockholm
Coca-Cola is a brand that needs no introduction. In a recent campaign carried out at the Mall of Scandinavia, the brand used RA technology to inculcate the habit of recycling used Coca-Cola cans. As shown in the promotion designed by 3rockAR, the cans of Coca-Cola and the bottles came to life and allowed the pedestrians of the mall to throw them away with hand gestures. The message that was shown at the end of the campaign was to continue recycling. 10 marketing campaigns
8) Color outside the lines with Disney
Disney started using RA to bring the coloring books to life in 2015, but the company continued to improve that campaign. When children see the models through the RA application, they get new dimensions. This is a very simple application of technology that still shows great potential. 10 marketing campaigns
9) Honda and its Christmas cards
Honda worked with the Pediatric Brain Tumor Foundation to bring an augmented reality surprise to sick children in the hospital during the holidays. The film sees the children opening their personalized card while they are in the hospital ward. Not only does it come with beautiful drawings and special effects, but it also contains messages from Honda’s social community and hospital staff. 10 marketing campaigns
10) Burger King, setting its competitors on fire
The Burn That Ad campaign makes use of augmented reality to attract users of the Burger King app in Brazil. With the application, users can “burn” the ads of the competition of Burger King, pointing their smartphone to these. When the flames are consumed, the person is left with a screen that tells him he has received a free Whopper to savor at the nearest Burger King restaurant. The campaign was created and developed by David SP. Rafael Donato, creative vice president of the agency. For this campaign, half a million hamburgers are expected to be given throughout the country. 10 marketing campaigns
And here ends our list, but be aware that the RA is here to stay. In fact, 90% of companies with revenues of 100 million or more are now taking advantage of the technology. Smaller companies that seek to add points of innovation with RA, must act quickly.
As always when we share lists, we urge you, dear readers, to expand it in the comments. What RA campaigns have you found remarkable? We listen to you!