Augmented Reality: Exciting, Innovative, Irresistible advertising
Sep 30, 2015
Imagine you’re sat at a bus stop and some movement in the billboard beside you catches your eye. Suddenly, the advert springs to life. The poster seems transparent as an unexpected and realistic scene seems to unfold through it, before your eyes. This is was Pepsi’s advertising campaign. This is Augmented Reality.
Augmented Reality is the process of enhancing an experience by adding a digital overlay on top of what’s physically in front of you. This works by setting a trigger which, when scanned with a mobile device, brings up a video on the screen, immersing the user in an experience which will portray your brand as innovative, exciting and irresistible.
The origins of augmented reality can be traced back as far as the early '60s, with artist Morton Heilig’s Sensorama. This immersive multi-sensory experience combined smell, sound, movement and a moving 3D image, creating the illusion of reality. Although this was considered ground-breaking at the time, it is mind-blowing to see how this concept has developed since.
Jumping forward to 2010, following what have obviously been huge developments in technology, Lego were one of the first companies to use Augmented Reality for marketing purposes. They began building kiosks in their stores, known as Lego Digital Boxes, which displayed an image of the finished product on a screen when the relevant box was held up. This proved to be such a successful sales technique that they vowed to add one to every single store.
A fantastic example of Augmented Reality being used in advertising was when net-a-porter.com created a pop-up store for London Fashion Week. The advertising in the windows could be scanned with a mobile device, bringing the clothes to life on models. This then linked directly to their app where they could buy the products instantly!
Ikea also found Augmented Reality to be a powerful marketing tool. They used it to captivate the interest of people using their catalogue. By placing the catalogue in a room in their home, users could scan the catalogue with their device and the relevant pieces of furniture appear, as if by magic, in the room.
Much more recently, even the Queen has been involved with Augmented Reality. For a limited amount of time, people were directed to download an app, and scan a British bank note. On top of the bank note would appear four options, including “Take a selfie with the Queen”!
Suddenly, special effects which we, not so long ago, considered to be completely out of this world, have become a reality! So what does the future hold for Augmented Reality?
Augmented reality is revolutionising the way we advertise and the way we shop. Technology is developing fast and it pays to keep up. Here at The Creation Lab, we can help you to transform the way you are promoting your products or services. We can work with you to create a relevant experience for your target audience which will leave them flabbergasted and wanting more.
This is the reality now. Keep ahead of your competitors by retaining the interest of current customers and gaining new ones.
Intrigued? Contact us here today.