Augmented reality or AR is the next big thing for the marketers. This technology provides a live and direct or indirect view of the surrounding real-world environment, the elements of which are overlaid by computer generated sensory input like video, sound, images, text, and 3D graphics. In simple terms, AR technology enhances the reality by overlaying digital information such as images, text, audio or video onto an image that need to be viewed through a smart device.
A British company called Hidden Creative that works to bridge gaps between business, technology and creativity conducted a study back in 2011. In the study, the company recreated the Pepsi challenge. But unlike the original challenge, which used two cups – one filled with Coca Cola and another with Pepsi, Hidden Creative compared participant’s responsiveness to augmented reality and traditional 2D advertising. According to their study, people who were exposed to augmented reality had a higher likelihood to buy in comparison to those exposed to traditional display advertising. The study also found that people who experienced AR spent more time in examining the advert and they were even willing to make the purchase at a higher price.
A similar trend was found by the Lego AR Campaign. The participants of this study aged between 29 and 55, who are also Lego toys’ target audience. The group included 200 parents; 100 of them received 2D display adverts of Lego toys for their kids and the other 100 parents were exposed to an interactive AR experience. The study showed that 74% of the parents who were exposed to the AR experience were willing to purchase the Lego toys as opposed to 45% of those which received 2D display adverts. Moreover, parents who were given 2D adverts were willing to pay two Euros less for the toy when compared to parents who had AR experience. Parents with augmented reality experience also spent around 1 minute and 23 seconds to examine the item; whereas, parents with 2D ads spend merely 12 seconds on an average.
Lego has also launched an augmented reality app that allows consumers to see the content of the box and how to install them even before purchasing the item.
Augmented reality is creating a revolution in the world of retail and marketing. According to the experts, it is the future of marketing. As marketing strategy, it has an interactive and greater positive effect on consumers than the traditional advertising. There are several examples of augmented reality campaigns that received warm welcome by customers. For example, the AR campaign of Justin Bieber with his new album. Bieber allowed his fans to take real time pictures with his virtual double through augmented reality.
The technology was also highlighted in the fashion industry this year. In fact, AR made its debut in fashion this year on the runway at the New York’s Fashion Week. In addition, it became a significant part of Macy’s marketing campaign, celebrating the Brazilian culture all summer long.
Image Source – harmony.co.uk