Anheuser-Busch is about to launch its first augmented reality promotion. This marketing tool is expected to raise the present as well as future retail sales of the company. The augmented reality promotion of Anheuser-Busch is called ‘Blipp the Bowtie’. Users need to download the augmented reality app Blipp onto their phones. Once downloaded, buyers can aim the camera of their smartphone toward the Budweiser bow tie for enjoying a media-rich mobile experience.
Jess Butcher, the Co-founder and Chief Marketing Officer of Blippar said, “Our technology enables static images — like Budweiser’s iconic logo — to come to life instantly, connecting the physical with the digital and allowing the user to actively engage with the Budweiser brand.”
For further enticing the customer experience, Anheuser-Busch tied this AR promotion into its annual philanthropic efforts. Once the consumers unlock the augmented-reality experience, they can support a state for receiving a donation of $100,000 to the Folds of Honor Foundation, which provides education scholarships to the wounded or fallen soldiers’ family members. The 10 states receiving highest consumer support will be getting the donations from Anheuser-Busch.
Anheuser-Busch’s augmented reality promotion also has some good economic incentives. Though the greatest beneficiary of this AR technology lies in growth of retail sales, according to the company there is another benefit of implementing the technology.
Since augmented reality is a relatively new technology, it is important to understand what will work and what won’t to create a successful campaign. Often this can be determined through the process of trial and error. Anheuser-Busch remains well ahead of its competitors like Heineken that are employing this AR technology now.
Augmented reality will help Anheuser-Busch to win greater consumer engagement, a trend that will be soon followed by other companies. However, Anheuser-Busch is likely to have a better knowledge base that will help them to create effective marketing campaign to dominate the industry.
Thus, apart from the short-term sales increase, the augmented-reality campaign of Anheuser-Busch is likely to yields dividends in the coming years.