In the world of advertising, augmented reality seems to be the new black, the wave of the future, and the next big thing all rolled into one. But what is it about this new technology that has everyone so excited?
Here are the top three coolest things about augmented reality:
Augmented reality means stirring the imagination of consumers. It gives them the ability to walk a peaceful hillside in New Zealand, hold their iPad up to the sky, and see the glowing eye of Sauron staring down at them, searching frantically for Frodo Baggins and his precious ring. Then, with the swipe of a finger, it may take them to Amazon.com, where they can purchase the complete “Lord of the Rings” trilogy, or to Fandango, where they can look up movie times for “The Hobbit: The Desolation of Smaug.”
Unlike regular old commercials and print ads that pretty much send a one-way message from the advertisement to the consumer, augmented reality creates interaction and engagement — allowing your product to take on a life of its own.
When consumers interact with a product using augmented reality, they begin to associate those products with specific places. Take Coca-Cola and the World Wildlife Fund’s three-dimensional Arctic Home for example. It is safe to say that people who participated in this one-of-a-kind experience (or even those who heard about it online), no longer think of Coca-Cola only when they see it on a billboard or a in vending machine. They think of it when they see polar bears, or a commercial for a movie featuring polar bears, or a public service announcement talking about the plight of the arctic. This means endless free advertising for Coca-Cola—advertising the company can simply sit back and let happen (source: http://goo.gl/AfexMz).
It is an unfortunate truth that, often, a separation exists between consumers and an event or media outlet. But to really have an impact, consumers like to get as close to the real thing as possible. Coca-Cola’s Arctic Home is, again, a fabulous example of this. Through augmented reality, it gave consumers a real (or at least perceived real) personal experience that they could remember for a lifetime, photograph, and disperse all over social media. And what better way to ensure your product has a future than by getting into a consumer’s heart and turning them into the marketer?
What do you think are the coolest things about augmented reality?
By Eric Vidal – Eric Vidal, Sr. VP, Lead Generation, Broadsuite Media Group