Augmented Reality (AR) has had a lot of publicity over the years and now with native capability in most phones it means we can visualise brands like never before. As you know we love to find new ways of bringing a brand to life at Dawn and technology advancements are always close to us, whether a customer has seen something they want their brand to be associated with or whether our creative team want to shine a light on a brand with technology and from a different horizon.
Here’s a few recent examples of AR enhancing a Brand and helping that brand experience to be extended:
Often a starting point for using brand assets is what personality or IP can be used to interact with the consumer. If you’re going to Legoland why not pick up a guided tour by one of your favourite lego characters?
Pros: This could make queuing easier, the tour takes you where you want to go or to the rides with the smallest queue.
Cons: Will it mean like sat nav that you are directed where everyone else is going?
Going around Legoland staring at your phone might mean you’ll miss what’s around you? When wearable tech is more advanced e.g. glasses, those companies innovating here now will be one step ahead.
The fast food industry is super competitive and stealing a customer can happen as quickly as the ketchup sachet exploding on your freshly ironed white shirt. Burger King used social sharing and AR to set fire to competitor ads in the outside world. Flaming the ads of competitors wins a whopper!
Pros: The competition pay for the high profile ad space and you steal their customers, flaming genius! Instant return on investment.
Cons: Attracting customers to stand in front of huge billboards in potential busy areas, could be a whopper of a law suit in some countries.
A lot of AR brand association is about creating a publicity stunt. To everyone else in the outside world the huge balloon dog projected using AR would create a curiosity of onlookers, whilst the snapchatters get to interact with a temporary structure in a digital world around them.
Pros: The very nature of this PR stunt is to drive traffic to your service.
Cons: No direct return on investment other than a being first advantage… ‘we did it’ kudos is the main driver here so only really for those with deep pockets.
We recommend understanding the desired outcome of applying AR to your brand and going for a simple approach first, over complicating Augmented Reality can create the opposite effect and alienate your audience. If you have a product we suggest using AR to visualise the product in the customers lives, bringing the purchase close and one-click later it’s in the post.
In other scenarios using a simulation of the product or service may also work well e.g. extending an experience to the prospects and customers. If you’d like to explore how new technologies can enhance your brand, get in touch with us today…