Tag: Virtual reality

Joseph Grano Blog, Homepage Post

Augmented Reality and Marketing

What if your ideal consumer was able to interact with your product, marketing material and content – all in real time? Augmented reality is enhancing customer interaction in ways that have proven to be both effective and lucrative.

Let’s explore the fundamentals of AR and how it can be used to bolster digital marketing and communications.

AR vs. VR

While virtual reality diverts us from our world, augmented reality digitally enhances it. Users enter the realm of VR by wearing a video headset equipped with technology that creates a computer-generated simulation. While immersed in VR, you can explore space, float above the New York skyline, become a soldier on a battlefield and experience thousands of other scenarios — all from the comfort of your home. (Read our recent blog to learn how companies are engaging consumers with VR).

Augmented reality, on the other hand, integrates or “layers” digital enhancements on top of the user’s real world experiences. It is considered more accessible to the average consumer, as it can be accessed via smart phones, tablets and laptops.

Implementation and application

Not surprisingly, many companies realize the potential of this technology and have since incorporated it into their marketing strategies. Pepsi Max won awards for its creative implementation of augmented reality in its Unbelievable #LiveForNow campaign, which turned a tedious bus stop into a visual adventure. Space ships appeared in the London sky, creatures smashed through the sidewalk and a tiger plodded toward onlookers. While users may not have been fooled by the stunts, they were certainly impressed and entertained. The campaign has garnered national acclaim, generating nearly 8 million views on YouTube and thousands of social media comments, shares and engagements.

Ikea has also integrated augmented reality into their customer experience. The Ikea Place app enables furniture to virtually appear in a person’s own home, giving them a preview of how the piece would look in their space before purchasing it. This foray into augmented reality is a key example of how technology can be used to ease the purchasing process and drive sales. Ikea recognized an age-old problem with furniture buying and thus provided a truly innovative solution. 

Looking to the future

When executed effectively, augmented reality is a breath of fresh air for consumers inundated with print and digital advertisements. Rather than simply delivering a message, AR gives companies the opportunity to simplify processes, solve common problems and directly engage customers with their products. Customers also benefit from this exchange. Imagine virtually trying on clothes or testing a popular shade of lipstick, without having to step foot into a store. As the technology continues to develop and companies adapt to the expanded digital environment, expect the bridge between the digital world and the “real” world to magnify.

Looking for innovative marketing solutions? Give us a call and prepare for powerful results.

 

Joseph Grano Blog, Homepage Post

Is virtual reality the right fit for your brand?

Over the years we’ve seen the latest and greatest technological advancements burst onto the advertising and communications scene.    Some stuck around through innovation and engagement, while others became stagnant and slowly faded into irrelevancy. (Remember    when every piece of printed material sported a QR code?)

Now, virtual reality, known as VR, is taking over. While our century’s re-invented virtual reality is still in its infancy, the technology is rapidly changing as more and more companies evolve its abilities for a better user experience. Today, brands are using VR to demonstrate          product value, share a message and connect users to their mission through immersive storytelling.

There’s no doubt that the virtual reality experience is cool — who wouldn’t want to float around in space or explore the streets of Manhattan from their coach? — but before incorporating VR into your next brand campaign, consider these tips:

Make sure it’s worth the cash

Developing content for virtual reality is time-intensive and costly. There are quite a few factors you should contemplate before you commit. You’ll need to develop 360° videos or create custom 3-D animation, both of which require special equipment and software.                    Outsourcing the work is another option that will drive up overall cost. Approach virtual reality as you would any other channel — in a strategic, thoughtful way. Make sure the technology enhances your brand’s message and personality, and that it will help you meet set objectives. If it doesn’t, ditch it for a more effective and less expensive medium.

Know your audience.

Is your target market forward-thinking millennials who will jump at the chance to interact with a shiny new gadget? Or are they less technologically savvy baby boomers? Consider whether their experience with virtual reality will be favorable or if it will it hurt their relationship with your brand. You need to have a firm understanding of your audience before asking them to interact with VR.

Think practically.

How will you get consumers to engage with your content? A pioneer of the virtual reality age, The New York Times sent more than 1 million Google Cardboards to its readers. Their app, which houses 360° videos, received nearly as many downloads. Lowe’s set up a virtual     reality experience room in a handful of their locations to entice visitors and increase in-store sales. What will be your technique to get consumers to engage with your VR content? Whether you’re supplying people with the right gear or targeting those who already have their    own, be purposeful in your approach.