Augmented reality usage in marketing

Written by Jimmy Mallet.

In an increasingly difficult economic environment, marketing departments are competing to create innovative ideas to launch their products, with internet as strategic vector.

With the multiplication of smartphones and applications, but also the development of mobile Internet increasing information availability everywhere, many companies are investing in Web marketing. A new trend is emerging: the increasing use of augmented reality technologies in marketing campaigns.

As defined by Wikipedia, augmented reality refers to “computer systems that make possible the superposition of a 3D or 2D model to our perception of reality and of course this in real time. It refers to various methods to embed a realistic virtual objects in an image sequence. It applies as well to visual perception (virtual image overlay to real images) as well as proprioceptive tactile and auditory perceptions.”

These applications are numerous and affecting more and more areas, such as video games, education through games, virtual treasure hunts, movies and television (post-production, virtual studios, sports coverage …) and medical.

As a concrete example: Cadbury launched a smartphone application with which it is possible to transform a chocolate bar in a small interactive game using augmented reality: Qwak Smack. By placing the bar in front of the camera, a menu appears on it, where you can start Qwak Smack, a little duck hunting.

Augmented reality is also used on virtual point of sale, where it is not possible to try the product before buying, like clothes, or a pair of glasses. Customers are then asked to perform virtual experiments to try and test articles.

This technology is also available on physical retail outlets and other trade shows in the form of interactive terminals, which allows you to manipulate and visualize the product. 

 Finally thanks to geolocation, several applications have been developed in the field of tourism to guide users.

Augmented reality is an asset to increase the added value of a campaign, surprise customers, interact with him, revitalize retail outlets, making them more attractive and more practical, but also provide fast and better retention.

However be careful to have a balance between the virtual and the real.