It may seem that Augmented Reality use in marketing campaigns is slowing down; however, some marketers have found ways to use it to create some very interesting campaigns that truly shock and awe their audience. The Augmented Reality (AR) technology is still being developed and improved in various forms while marketers continue to work with this technology to test the many opportunities.
Below are 11 amazing examples of companies that did a great job of using augmented reality to enhance their messaging.
From shoppable windows to products that come alive in your hand; the worlds of augmented reality and retail have collided spectacularly in recent years.
The retail landscape is overcrowded and customers are becoming desensitized to traditional marketing methods. That’s where augmented reality comes in. As shoppers turn to a blend of online, mobile, and bricks-and-mortar shopping for their convenience, brands and retailers are having to think of new and innovative ways in which they can capture customer attention.
Augmented reality – or AR – has the power to bring an image, product label or even shop window to life. Customers can see brands and their stock in a new way and engage with them on a completely new level.
It’s creative, innovative, and it works. Customers are lapping up AR integration in store and brands are beginning to take note. Here, we take a look at 10 innovative examples of AR in retail:
1. Topshop Kinect Dressing Rooms
Trying on clothes can be pretty off-putting for many shoppers, especially those in a hurry. Always one to test the boundaries of technology, Topshop has partnered with Kinect to created AR dressing rooms. This allows shoppers to virtually try on their purchases quickly and easily. Topshop also experimented with virtual reality further at London Fashion Week 2014.
Many women struggle to find the right shades of makeup or want to know how things will look before they commit to a purchase. The augmented reality makeup mirror from Shiseido takes an image of a shopper’s face, before showing them what the latest cosmetics products will look like on their face.
3. American Apparel Colour-Changing App
American Apparel is renowned for their colourful product collections, so have turned to augmented reality to make finding the perfect product in the right colour easier than ever before. To find out what it involves and how it works, read Creative Guerrilla Marketing’s full post on this here.
4. De Beers ‘Forevermark Fitting’
Diamonds may be a girl’s best friend, but choosing the right ring for a loved one can be a difficult task. That’s where ‘Forevermark Fitting’ from De Beers comes in. The AR download allows shoppers to try on the Forvermark collection through their webcam, and see how pieces would look in certain lights and against certain skin tones.
5. IKEA AR Catalogue
In the summer of 2013, IKEA launched their augmented reality catalogue to enable shoppers to visualise how certain pieces of furniture could look inside their home. Not only that, but the app measures the size of the products against the surrounding room and fixtures to offer a true-to-life size where possible.
6. Sayduck Furniture Visualizer
Sayduck have also released a similar mobile app that helps users visualize what certain products and fixtures would look like in their homes. The AR app displays items in real size by projecting a visual replica though the camera on a smart phone. You can reposition the items to any angle and really see how it could look in the space you have at home.
7. IBM App
Research by IBM showed that 58% of consumers want to get product information in-store before a purchase, and that 19% of customers will browse mobile devices whilst shopping. To address this consumer need in a way they are using, IBM launched their AR app. Acting like a personal shopper, it uses augmented reality technology to provide shoppers with personalised information whilst browsing the shelves.
8. Converse Shoe Sampler
The Converse Sampler iPhone App uses augmented reality to allow shoppers to virtually try on any trainer from their range, simply by pointing their phone at their leg. Customers simply select a shoe from the app’s catalogue and see it appear on their foot. Customers can even buy directly thorough the app meaning they don’t need to leave their homes.
9. Burberry Beauty Box
Another beauty example now, and the Burberry Beauty Box store in Covent Garden, London uses AR in a number of imaginative ways. The most prominent is their nail bar. Here, customers can select their skin tone and then place different polishes on the bar. The display then shows how the polishes look in real life.
10. Moosejaw X-Ray App
Our final example – if you are that way inclined – is the Moosejaw X-Ray App. The outdoor apparel brand lets customers see much more (or less depending on which way you look at it!) that the sweaters and jackets donned by the models. Simply scan the models with a smart phone, and the AR technology undresses the models.
As we can see then, there are a whole host of examples of augmented reality being used in retail. Whether it is to sell a product or simply have a little fun, AR is something all brands and retailers need to be taking note of.
Clare Evans is the Marketing Executive for Green Room; a leading experiential, digital and retail design agency. To find out how you can incorporate AR into your corporate environment, visit their website and read about their multichannel design services.
For those of you who don’t know Augmented Reality is a real world view on a device with augmented themes such as sound, GPS, or visuals that are integrated into the real world view. From games to GPS apps augmented reality is a growing sensation, here are some Rockstar examples of Augmented Reality for 2014.
This software can be used by architects, engineers, designers, and marketing professionals. 3D CAD models can be quickly transformed into interactive walk-throughs and presentations. Features include; Aruba scripting access, display clustering, RapidRT clustering, Stereoscopy, and Workflow features such as storyboard and animation.
This is a smart phone app, it integrates sounds and missions into your daily workout, Including zombie hoards to make you run faster. Available on the App Store or Google Play, They also have a 5k training app that gives the user 8 weeks of structured training mixed in with a gripping storyline. Zombie enthusiasts and fitness experts unite!
These are so cool, finally glasses that look like sunglasses but show the user holographic images. They have a true 3D display, 3D surround sound, camera and depth camera, premium quality lenses by ZIESS, and 9 axis motion tracking! Also very interesting these glasses mirror your devices such as laptop and smartphone, so you can bring these devices with you without actually having them on your person.
The new IKEA catalogue has bonus materials which includes digital content, the user activates the 50 bonus pages to reveal a decorators virtual paradise with 360/180 degree views of rooms, and allows the user to design his/her own space digitally!
This website allows users to try on glasses, jewelry, shoes, clothes, and allows users to customize their home as well. This is awesome for those of you who like to shop online, now the user can try things on before buying.
This is a software platform that replaces advertisements with art in real time, although they consider what they do improving reality, it is still augmented reality. Although first started in 2008 this company continues to grow as does the market for augmented reality, this is a fairly new, exciting way of advertising.
Infinity AR is another software platform where the user can connect all their devices to a “pink brain” where it detects and analyzes your environment and ultimately uses artificial intelligence and machine learning to anticipate the users needs and outputs are delivered as recommendations.
Google glass is a pair of “glasses” but in reality it’s an awesome augmented reality product that allows the user to take pictures, videos, use GPS, send messages and much more hands free! The user is able to see real world surroundings and use the glasses to do multiple activities during daily life.
As part of the continuous drive to increase awareness and inspire action against drunk driving, Independent Events (IE) recreated the experience of drunk driving by via an Augmented Reality Pop up Shop in the UK. The virtual drunk driven car crashes into Metrocentre store front.
The monitor of their chosen device serves as the storefront that sells car accessories. When the window is uploaded to a tablet or phone, the user will hear a car approaching. The car crashes and broken glasses are scattered across the floor.
They take it a step further by allowing the user to move the device around and see thing happen from different angles.
The main target market is 17-25 yr olds. This is what inspired them to create a 3D experience to delivery the message through an interactive set up like augmented reality instead of the traditional below the line or above the line advertising campaigns.
They needed to create something that is interesting enough for people to actually stop and check it out. When they get people’s attention, they needed to make sure they have feel as if something is at stake and they need to see what they have to offer or miss the chance.
After all that, they needed to make sure their experience is good enough to inspire them to tell other people about it and get themselves some free marketing.
Getting It Right
Independent Events knew that even if augmented reality is a cool technology, using it wrongly will only lead to poor engagement and failure to deliver the message. So many campaigns push their app to the public without even asking for the public for permission. It turns the audience off.
The order of the day became to make sure that people will be in total control as to when they want to download the app BUT also to make sure that people will actually be interested in the app.
They made this possible by combining the technology with warm bodies. With brand ambassadors scattered around the event area, it became easier for people to approach the event area and express intentions of trying the product.
There is really nothing unique or new about Augmented Reality. The quality of the visuals isn’t that stunning, either. In fact, it was very raw, almost as if an college student did it instead of professionals.
The success of the campaign lies in the balance between warm body and technology. Users are able to converse and directly ask questions to the brand ambassadors whenever they need help and want some more information. The lessons and other things that users need to pick up are reinforced by the brand ambassadors.
Independent Events made a basic AR activity interesting and, more importantly, effective. And it all started with a clear understanding of target marketing behavior.
Please see below for the free download links of the Road Respect app available via iTunes and GooglePlay.
Clothing retailer, American Apparel, is adopting Augmented Reality to bring the online experience offline. By using the augmented reality application, in-store patrons can scan the item to see the product in different colors and read reviews by other customers who have bought that item.
To be honest, it doesn’t seem like anything truly extraordinary, but it is functional. It seems to be a great way to bring those online shoppers back into the stores.