Augmented reality marketing campaigns have been slower than expected to take off, and much of this has been due to the lack of AR-compatible mobile platforms. While many brands have pioneered efforts to bring augmented reality to the masses via smartphones, not all smartphones can support these experiences. However, consumers are increasingly gaining access, which could drive much higher demand for augmented reality content. Brands currently working on augmented reality programs as part of their mobile advertising campaigns will be best prepared to leverage the need for AR content in the future.
About one-quarter of Americans admit they are online almost constantly and mobile Internet access is a significant driver of this. Using standout advertising to reach these mobile devices will improve a brand’s visibility and thereby its brand awareness and affinity. Below, we explore examples of augmented reality marketing campaigns that leveraged mobile to make a massive impact on consumers. Through this, we can adapt the lessons learned from these brands to improve advertising ROI on future mobile marketing campaigns.
In 2011, only 35% of consumers had a smartphone. Today, that number sits at 77%. Those who own smartphones are significant as they are the user base who will have access to experiential marketing. Experiential marketing is about using technology to make the customer part of the branded experience. Some common forms of experiential marketing include:
All three of these examples tie the consumers to the brand through real-world experience. Rather than seeing an advertisement in passing, consumers can interact with the brand in the shopping aisle, where the potential for sales is higher. Even without a sale, the brand can still create a connection through that interaction.
Augmented reality is adaptable for many marketing campaigns from simple ads to full-scale events. Some companies have even chosen to leverage AR as a way to get consumers to completely reimagine their product. Here are just a few examples of productive experiential campaigns which leveraged AR.
These are just a few examples of AR in action and, as technology becomes more accessible to consumers, we’re likely to see thousands of other innovative uses for this medium. Of course, one thing which will likely act as a barrier, for the time being, is the expense of building an augmented reality app in-house. Some brands choose to use third-party partnerships, in conjunction with their existing apps, to gain access to more innovative technology without the cost of in-house development.
Third-party app partnerships can be a way to boost a company’s existing app campaign by giving them access to features like AR, proximity marketing, and live events or a combination of any of those. As app developers specialize in app creation, it’s often simplest to leverage specific experiential marketing options via these partnerships while maintaining your own established proprietary apps.
Third-party app partnerships can be a way to boost a company’s existing app campaign by giving them access to features like AR, proximity marketing, and live events or a combination of any of those.
If augmented reality marketing campaigns aren’t part of your future brand marketing plans, they should be. While AR isn’t widely available yet, phones capable of supporting more data-intensive apps are being offered at lower price points, meaning many more people will soon have access to these apps. By planning an augmented reality marketing campaign now, possibly through a third party partnership, your brand will be best positioned to leverage this emerging trend.
Shopkick helps our partners create campaigns that engage consumers via an innovative shopping app. To add our app to your marketing mix, contact us.
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