The launch of Meta's 4th AR and VR headset the Quest 3 and the imminent launch of Apple's mixed reality headset, AR and VR are finally beginning to make inroads in mass market users. This presents exciting new avenues for marketers to explore. The introduction of these advanced devices into the market will not only expand the reach of AR and VR technologies but also elevate the quality of immersive experiences that can be created.
Understanding AR and VR in Marketing
Augmented Reality (AR) overlays digital information onto the physical world. It enhances the real environment with computer-generated perceptual information, often across multiple sensory modalities. In marketing, AR can bring products to life, allowing customers to experience them in their own space.
Virtual Reality VR, on the other hand, immerses the user in a completely virtual environment. It is particularly effective for creating brand experiences that are either impossible or impractical in the real world.
Determining the Best Use of AR and VR in Marketing
The first step is to understand the marketing objectives. AR and VR can be used for brand awareness, product demonstrations, interactive advertising, and enhancing customer experience. The effectiveness of AR and VR depends on the technological savviness and preferences of the target audience. Younger, tech-savvy demographics may be more receptive to these technologies.
Start-Rite Augmented Reality Kids Game
Based on the key insight of parents and children being frustrated at the long queues when buying shoes for the new school year. The ChallengeTo entertain and engage children and parents without expensive and time consuming roll out of branded assets in multiple retail locations.
Fiora designed and developed an augmented reality game that uses a simple leaflet or Start-Rite shoe packaging to create the game play area. The player is able to personalise their cat or spider and submit the new character to Start-Rite. Each month the winner will receive a 3D printed model of their cat or spider with runners up receiving posters of their avatar.
The success of the game led to the development of a TV ad and several press ads including out of home billboards in key shopping centres along with point of sale and instore posters. The feedback from the Start-Rite team indicated their retail partners had some of the best sales in recent years, with parents and children actively requesting the ‘Cat or Spider shoe’.
Creating Immersive Experiences: AR and VR should be used to create unique, immersive experiences that cannot be replicated through other mediums. This could be virtual try-ons for fashion retailers (AR) or a virtual tour of a travel destination (VR). Integrating with multi-channel Marketing: AR and VR should complement other marketing channels. For instance, AR experiences can be integrated into mobile marketing campaigns. Like any marketing tool, the effectiveness of AR and VR campaigns should be measured. Metrics could include user engagement, conversion rates, and social media interaction. The field of AR and VR is rapidly evolving. Marketers should stay informed about the latest developments to leverage new capabilities.
Ethical Considerations and User Privacy
It’s crucial to consider ethical implications and ensure user privacy, especially when collecting data through these technologies.
Alpro launched their new flavoured children's drinks across Europe, beginning in Northern Europe, followed by a launch in Southern Europe and the Mediterranean. Using AR we built an interactive, fun and engaging competition that encouraged children to use the drink carton to produce a short, interactive clip. This activity allowed children to engage with virtual assets, fruit, logo, text and create their clip in augmented reality (AR), which they could then share on the platform. The video receiving the most votes each week would win prizes, culminating in the main prize for the video with the overall highest number of votes.
Best Practices in AR and VR Marketing
- Ensure that the AR/VR experiences are easy to access and use.
- Use AR and VR to tell compelling stories about the brand or products.
- Gather user feedback and continuously improve the experiences.
- Collaborating with 3rd parties can enhance the quality of AR/VR experiences.
- Above all make it fun and provide real value
The best use of AR and VR in marketing is not just about leveraging cutting-edge technology but about creating memorable, interactive experiences that resonate with the audience and align with the brand’s objectives. By understanding the technology, the target audience, and integrating these tools strategically into the marketing mix, brands can create impactful campaigns that not only engage but also leave a lasting impression.