What is Augmented Reality Advertising?
Imagine walking down the street and seeing a floating animation of a new sneaker appear on your friend’s foot, or pointing your phone at a magazine ad and having a 3D race car jump out of the page. That’s the power of Augmented Reality (AR) advertising.
AR advertising takes traditional advertising and injects a layer of interactivity and immersion. It uses your smartphone camera or other devices to superimpose digital elements like images, videos, and 3D models onto the real world you see through the screen. This creates a unique experience where the physical and digital worlds collide.
By interacting with specific triggers like QR codes, images, or even physical locations, users can activate the AR experience. This interactivity grabs attention and fosters a deeper connection with the brand and product. AR advertising offers a range of benefits, from allowing users to virtually try on clothes before buying to showcasing products in their intended environment. It’s a powerful tool for advertisers to create engaging experiences and leave a lasting impression on consumers.
AR advertising continues to blaze a trail, igniting consumer engagement like never before. Get ready to be amazed by these top 5 campaigns that rewrote the rulebook in 2024.
Top 5 AR Campaigns
1) Campaign Name: Converse: Design on the Fly
Company/Brand: Converse
Description: Unleash your inner artist! This AR experience lets you customize Converse shoes in real-time, projecting different colors, patterns, and textures onto your physical sneakers. Share your creations and inspire others!
Target Audience: Gen Z and Millennial fashion enthusiasts.
Launch Date: April 15, 2023
Converse’s “Design on the Fly” campaign debuted on April 15, 2023. The campaign allowed customers to use augmented reality technology via a mobile app to design and customize their own sneakers virtually. By overlaying digital designs onto physical shoes in real-time, users could experiment with colors, patterns, and styles to create personalized footwear.
2) Campaign Name: Maybelline: Makeup Metaverse
Company/Brand: Maybelline
Description: Step into the world of virtual makeup! Maybelline’s AR app allows users to try on a vast array of lipsticks, eyeshadows, and foundations before committing to a purchase. Find your perfect shade with this interactive and personalized experience.
Target Audience: Beauty enthusiasts and those seeking a convenient way to experiment with makeup.
Launch Date: September 28, 2023
Maybelline’s “Makeup Metaverse” campaign launched on September 28, 2023. The campaign immersed customers in a virtual world where they could try on different makeup looks using AR filters and effects. Through the Maybelline app or social media platforms, users could virtually apply various makeup products, experiment with different shades, and visualize how they would look before making a purchase.
3) Campaign Name: Snickers: You’re Not You When You’re Hungry- AR Edition
Company/Brand: Snickers
Description: Feeling hangry? Point your phone at a grumpy face (with permission, of course!) and watch it transform into a hilarious, Snickers-fueled caricature. Share the laughter and remind everyone of the power of a Snickers fix.
Target Audience: Social media users and those prone to hanger-induced crankiness.
Launch Date: January 10, 2024
Snickers introduced their “You’re Not You When You’re Hungry – AR Edition” campaign on January 10, 2024. This campaign utilized augmented reality to enhance the iconic “You’re Not You When You’re Hungry” messaging. By scanning the Snickers packaging with their smartphones, users could interact with digital Snickers bars and experience humorous transformations, adding an engaging layer to the campaign’s message.
4) Campaign Name: National Geographic: Animal Encounters
Company/Brand: National Geographic
Description: Embark on a virtual safari! This AR app brings majestic animals like lions, elephants, and even dinosaurs to life right in your living room. Explore their habitats, learn fascinating facts, and experience the wonder of nature.
Target Audience: Animal lovers, families, and anyone curious about the natural world.
Launch Date: July 7, 2023
National Geographic’s “Animal Encounters” AR campaign debuted on July 7, 2023. The campaign offered users an immersive experience to interact with lifelike virtual animals through their mobile devices. By scanning specially marked National Geographic magazines or using the Nat Geo AR app, users could bring animals to life in their surroundings, learning about their habitats, behaviors, and conservation efforts.
5) Campaign Name: LEGO: Brick-by-Brick Building
Company/Brand: LEGO
Description: Imagine the future of LEGO! This AR app lets you build virtual LEGO sets on any flat surface. Follow interactive instructions, see your creations come to life in 3D, and share them with fellow LEGO enthusiasts.
Target Audience: LEGO fans of all ages and those looking for a new and engaging way to play.
Launch Date: November 12, 2023
LEGO launched the “Brick-by-Brick Building” campaign on November 12, 2023. This campaign allowed users to unleash their creativity and build virtual LEGO creations using AR technology. Through the LEGO AR app, users could place virtual LEGO bricks and sets in their physical environment, constructing intricate designs and exploring different building possibilities in an interactive and innovative way.
Conclusion
Augmented reality (AR) campaigns are revolutionizing the advertising landscape. They transcend static ads, transforming them into interactive experiences that bridge the gap between the physical and digital worlds. This innovative approach fosters deeper engagement with consumers, allowing them to interact with products and brands in entirely new ways. As AR technology continues to evolve, we can expect even more creative and immersive campaigns that blur the lines between reality and imagination. The future of advertising is undoubtedly augmented, and brands that embrace AR stand to win big.
FAQs Related to Augmented Reality Advertising
How does augmented reality enhance traditional advertising campaigns?
AR advertising enhances traditional campaigns by making them interactive. Imagine trying on clothes virtually or seeing furniture in your home before you buy. It grabs attention and lets people engage with products in a new way.
What are the benefits of using augmented reality in advertising?
AR in advertising offers several benefits:
Boosts Engagement: Interactive experiences grab attention and make ads more memorable.
Improves Visualization: Try before you buy! See furniture in your home or clothes on yourself virtually.
Provides Info on Demand: AR ads can display details, specs, and even tutorials.
How do consumers typically interact with augmented reality ads?
Consumers typically interact with AR ads by pointing their smartphones or devices at a trigger. This trigger can be a QR code, an image in a magazine, or even a physical location. Once pointed, the AR experience overlays on the user’s view of the real world.
What are the 3 types of augmented reality?
There are generally 3 main types of augmented reality categorized by how they trigger the AR experience:
Marker-based AR: Uses a specific image or code (marker) that the device recognizes to activate the AR content.
Markerless AR: Relies on GPS, compass, and other sensors to trigger the AR experience based on location or environment.
Projection-based AR: Projects digital information onto physical surfaces, often used for interactive displays or presentations.
