Often associated with apps like Pokemon GO, augmented reality (AR) technology has much more to offer than a captivating gaming experience. From interactive product labels to movie posters that can talk to you, AR has the power to help set your company apart.
WebAR, a recent development in the AR field, has eliminated the need for apps and downloads — making these experiences easier than ever to distribute and enjoy directly inside your mobile internet browser. Supported by all major mobile phone manufacturers and web browsers, more than three billion people across the globe can now enjoy AR experiences.
According to a recent survey by the Content Marketing Institute and Ion Interactive, adding interactivity to your messaging can help make that material up to 80 percent more effective at capturing an audience’s attention. Below are nine ways you can start thinking about how to use WebAR in the coming year to help improve how you engage with your audience.
1. Interactive Product Labels: “Mission Tiger” by Frosted Flakes
From wine bottles to cereal boxes, interactive product labels powered by WebAR are a great way to make your product stand out on the shelf, add additional information your customer may otherwise gloss over or call attention to a special cause.
Example: Kellog’s recently launched a campaign to help raise awareness for the work they are doing to support sports in schools. Through face filters, mini-games and a special message from Tony the Tiger the WebAR experience helped spread awareness and drive donations for the companies initiative.
2. ‘Try-on’ Products: Face Mask Education and Promotion
WebAR has the ability to perform facial tracking, giving companies that sell products for the head and face a unique opportunity. Customers can now literally try these types of products on, right through the camera on their phone
Example: Viewtoo, a maker of fabric face masks, leveraged WebAR facial tracking to help drive sales and educate customers on the proper way to wear face masks at a time when in-person shopping was highly discouraged.
3. Exclusive Brand Content: Sam Smith’s Album Release
From getting backstage VIP access to being the first person on the block with the latest iPhone, exclusivity can be a strong driver of consumer behavior. Combining WebAR with traditional targeting tactics gives you the ability to share exclusive experiences with any audience, anywhere.
Example: Available only on Spotify, fans of performing artist Sam Smith received exclusive access to a special experience that aligned with his latest single release, helping drive album downloads and encouraging social shares.
4. ‘Living’ Print Materials: Toyota Supra Launch
Adding interactivity to print materials can increase user engagement time, help communicate complex information more effectively and lead to longer-lasting brand recall. Image recognition powered by WebAR can turn any piece of print collateral into a fully interactive brand experience.
Example: In a recent campaign to help promote the new Supra, Toyota gave customers the opportunity to see the new sports car in their garage, take it for a short “test drive” and check out different paint options through a series of WebAR-powered magazine ads and posters.
5. In-depth Product Information: Callaway MAVRIK Product Launch
Efficiently explaining advanced product features or new technological innovations can sometimes be a challenge through traditional media. But by taking advantage of WebAR’s ability to share interactive 3D models and animations you can now easily bring clarity to the most complex ideas.
Example: To help explain the advanced features of their latest line of golf clubs, Callaway turned to WebAR to give customers an in-depth look at the lines AI-powered design process, use of high strength titanium and new innovative shape. The experience was available exclusively at retail locations, also helping to drive in-store traffic.
6. Sharable Content: Pink Floyd Disc Set Release
Increasingly complex social media algorithms and an overabundance of digital noise have made creating shareable content more complicated now than ever. But WebAR allows you to give your audience a unique experience, something that feels special, like a gift, not like an ad. According to the Digital Marketing Institute, this can be one of the best ways to help your content be more shareable.
Example: To help promote Pink Floyd’s the Later Years disc set, Sony Legacy gave fans the ability to place life-sized versions of the rock band’s legendary album cover art in real-world scenarios. The final experience was viewed by tens of thousands of fans across more than 140 countries leading to countless shares and interactions on social media.
7. Personal Messaging: Presidential Independence Day Speech
With the absence of in-person events, creating a personal connection with your audience can be a challenge. Leveraging the power of WebAR combined with holograms, you can once again be ‘in the room’ with your most important followers.
Using holographic technology distributed via WebAR, the President of Israel delivered a special Independence Day message to his citizens during the height of the COVID-19 pandemic, sticking to his tradition of meeting with citizens “in-person” on this special day.
8. Virtual Events: POT Noodles Career Fair
Social distancing protocols have all but eliminated live in-person events in 2020, creating challenges for recruiters, sales personnel and the like. WebAR can be used to create fun, engaging and socially distant event experiences that can be safely enjoyed by an unlimited number of attendees.
To help attract fresh young talent, POT Noodles turned to WebAR to help recreate their annual career fair booth complete with a live DJ, conference booths and a social lounge.
9. WebAR Business Cards
Traditional business cards are limited to personal contact information, company logos and potentially a profile picture. With WebAR, however, these personal advertisements are now limitless. Consider adding a personalized message, an interactive product demo or direct links to your company’s website and contact page.
Tool maker Stanley Black & Decker recently took their business cards to the next level using WebAR, adding a to-scale measuring tape and click-through links to the company’s website and social channels.
These are just a few of the ways you can start thinking about how to use WebAR in the coming year. The technology is highly engaging, easily accessible and infinitely scalable. What could you do with WebAR to help your company leapfrog the competition in 2021?
At CM&D we always offer free advice, ideas and project consultation. Have an idea you want to discuss or need help with a WebAR question? Give us a shout today, we’re here to help. Donuts included.
This article has also been published on BuiltIn as part of their Expert Contributor Network.