Augmented Reality is a relatively new technology combining things in the real world with computer-generated information. It allows people to enjoy experiences that are often more immersive than the real world alone offers.
Remember: even if the channel you’re considering is all the rage right now, it might not fit your brand. Always make informed decisions that directly relate to your company. Otherwise, your message won’t be delivered to its intended audience and you’ll have wasted time, effort and money.
1. Macy’s Offers AR Cosmetic Sampling
Anyone who has ever stood in the cosmetics aisle and gazed at the dozens of shades available knows how difficult it is to find the right one. Samples can help, but stores don’t always have examples for every color or product. However, Macy’s wants to help people try on makeup with the help of AR. Soon, they can do so via a mobile app providing more than 1,000 shades.
This approach allows people to understand which options are most suitable for them, even when they’re at home and prefer to buy things online. Without this option, individuals may decide to buy later or not at all. But, seeing shade possibilities in real time spurs the urge to purchase.
In 2018, the brand did a small rollout of the technology involving some lip color options. That trial seems to have won over customers and Macy’s alike, since the brand decided to move forward with this AR application in a much more extensive way. It’s also worth mentioning this embracing of AR is part of a more substantial investment in technology for the online and in-store experience at Macy’s.
2. Ford Helps People Explore New SUVs Through Snapchat
Ford wanted to stay competitive in the Canadian sport utility vehicle (SUV), market and knew doing so meant reaching out to a younger-than-average demographic. It worked with Snapchat to make an AR filter related to its EcoSport mini SUV that featured a true-to-life 3D model of the car inside Snapchat.
Users could position and scale the car anywhere in their immediate environment, discovering both the internal and exterior aspects of it. Ford did not publish sales figures linked to this campaign. But, this was the first AR vehicle marketing campaign in the Canadian market. That fact helped both media outlets and the public realize the car company is not afraid to take chances to reach its audience.
3. The BBC Promotes a New TV Series With a Curiosity-Sparking AR App
There are so many choices of things to watch — between broadcast television and on-demand streaming content — that it’s often challenging for TV executives to make their shows stand out. That’s why the advertising efforts for a BBC 2 show called “Civilisations” included an Augmented Reality app to get people in the mood to learn.
In the documentary-themed show, three experts become globetrotters to profile the progression of human development and achievements through the ages. The AR app lets people use their phones and tour several museum exhibits with relevance to the show. They can also interact with them, such as by rubbing on a surface to see what a scripture looked like when the author initially wrote it.
People who reviewed the app in Apple’s App Store said they appreciated how easy it was to use, and mentioned they were impressed by how well-done the app is, considering it’s free. It was the BBC’s first attempt at an AR app, so it’ll be interesting to see if the company deems the payoff enough to warrant future efforts.
