Niantic, Adidas, IKEA, The New York Times and Patrón Tequila are among the best early adopters of AR technology
To properly understand how AR can help consumers feel attached to brands, Snehaal Dhruv, CEO at Cameraah, examines several examples of organisations that are doing it right
When it comes to the interface of the future, everyone talks about virtual reality (VR), the ability to plug into a system and experience a digital world as if it were real.
But while VR is just now finding its footing as a consumer product, another type of digitally altered consciousness has already emerged and seen great success, one that changes the world we live in rather than creating a world from the whole cloth of zeroes and ones.
Augmented reality (AR) is becoming more and more common as a way to change consumers’ experiences, not only of their day-to-day routines, but of the brands and IPs that occupy their imaginations and win their loyalty.
As with any rising technology, businesses are eager to explore the potential of AR to raise their bottom line and engage in new ways with consumers. Designers and other creative professionals have only just begun to explore the novelty, creativity, and immersion available through AR.
This new innovation can turn the world where we live and the places we visit into surreal wonderlands, populate destinations with unique creatures, let people fight secret battles and discover hidden treasures, or just navigate more easily through their day.
There seems to be no limit to what is possible even through smartphones and watches, let alone the potential hardware upgrades of tomorrow, such as when someone finally makes AR glasses happen.
Because AR is so new and unexplored, not every attempt to use it has been a success. Some organisations have failed to properly understand the technology and its implementation, either overcommitting to an experience that is too complex and demanding, or sneaking an ad here or there for uninspired engagement.
Some brands are flighty and either do not update the content of their AR apps, or switch to a new app for every campaign, forgetting that AR is all about changing the customer’s world in a memorable, consistent way.
And for every clever and well-integrated AR experience, there’s another with content to just stuff big, obtrusive 3D assets into the image without any meaningful interaction except perhaps as an addition to selfies. While posing with a mascot can be fun once or twice, it does not create useful long-term engagement and loyalty.
Many companies have avoided these pitfalls and understood the advantages inherent in an experience that draws users into an enhanced virtual space in their daily lives. AR is a versatile tool that uses the power of immersion and fantasy to tell users stories that are equal parts engrossing and empowering. And these feelings often follow through into purchases and brand loyalty.
To properly understand how AR can help consumers feel attached to brands, it is vital to go through some examples of organisations that are doing it right and discover just what lessons they can teach those who want to try their hand at providing AR experiences.
Some of the best advancements in AR implementation have occurred in the electronic gaming space. Video games are naturally engrossing, and AR offers a way to gamify the mundane business of going about one’s day.
The leader in AR gaming thus far has been Niantic, creator of both the first breakout AR hit, Giriş, and the second and even bigger smash, Pokémon GO. It is hard to overstate the success of this game and its impact on the zeitgeist in a watershed moment for AR.
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