How AR can Facilitate Brand Survival in the Much Evolving Market?
There are, of course, solution providers who enable brands to deliver augmented reality (AR) experiences that work without an app across social, print, in-store, and OOH
The persuasive application of scientific knowledge in the form of AR, VR, and MR has been assembled well in the world, and India can also be seen adopting it sprightly, especially brands, who have started integrating these technologies to explore the benefits from such modern tools. If we talk particularly about the Augmented reality, it does not seem to stay limited to gaming anymore and has transcended the boundaries to revolutionize medicine, architecture, design and what not. With new unconventional entrants hitting to the market, the already established brands are trying to survive the evolving market and surpass the competition. Clothing brands like Myntra, hotel chains like Hyatt, and beauty brands like L’Oreal, are investing heavily in game changing technologies like augmented reality.
There are, of course, solution providers who enable brands to deliver augmented reality (AR) experiences that work without an app across social, print, in-store, and OOH. One such platform that is blurring the lines between brands and consumers is Atterolabs. From virtual try-ons to product visualizations, the company is connecting brands and consumers in powerful ways.
Spriha Neogi, Co-founder, Atterolabs, says, “For the first time, AR is enabling brands to cross the screen space divide creating powerful new pathways to engage and retain the modern Consumer.” Two of the campaigns that are brought into light by Atterolabs are Shoppers Stop: Worlds’s first in-store AR activation on FB lens and Hyatt Hotels: Destination marketing for rebranding of Hyatt Centric Goa.
The Benefits that Brand (Shoppers Stop) Generated from this Campaign:
There was an easy distribution to existing profiles and communities of people on their favorite social networks and no special app was required for the campaign. We see a shift from photorealism to hyperrealism through this campaign which was created through the most compelling and surreal UGC content. Besides, the social footprint were measurable through newsfeed and stories impressions. The other related benefits – deployment time, high fidelity and light-weight (>2 MB) reusable assets, and geo-targeted real world effects.
Generational Shift in Tech: Ar 1.0 Vs Ar 2.0
July 2018, Facebook enabled Augmented Reality within the Facebook Camera. And just like that – Over 2 billion people can now experience AR without wearing a Head Set or Downloading an App! Across Instagram, FB Messenger, and News Feed, Facebook is building the world’s largest social augmented reality ecosystem. This move by Facebook has created a powerful new platform that connects brands and consumers in a whole new dimension. With Facebook opening up AR Try On’s – Brands can now access over 200 Mn Facebook users – without the additional costs of creating and distributing an AR App.
Augmented Reality: A Game Changer
The augmented reality is able to help the marketers staying ahead of the game by successfully adopting and implementing technologies of the future. With the advent of digital channels and smartphones, consumer expectations are higher and they demand more information of a particular product to satiate their informational needs. Marketers, who are not involved in such technologies, must keep an eye to provide their customers more immersive product experiences along with the raising bar of the continuously changing technology. AR headsets, glasses, and applications can actually help brands to take their consumers through the voyage of buying steps. Parle Agro’s augmented reality mobile campaign for Frooti was created as an innovative mobile game inside a banner ad to appeal the main target audience. Users were encouraged to start the front camera from within the ad and catch the falling mangoes in their mouth.
Conclusion
AR may seem to the brands a high-cost involving tool, but it isn’t as high as it looks like. The companies who start involving themselves just now will stand out among their competitors by offering something unique. The advertising through AR is not invasive so the audience can choose whether to interact with your brand or not. And, it’s true that the interactive and immersive environment of such ads literally makes consumers want to be a part of the entire experience. People want to touch, feel, try and experience a brand before making a purchase decision. Advertising has thus far restricted brands and users to a passive experience. Now, for the first time – AR is bridging this gap by giving marketers the ability to create a brand experience that fully involves the customer. Consumers can now try products before buying it or discover new recipes by scanning the packaging or bring movie characters to life in their living rooms. This is the power of Augmented Reality!