How Augmented Reality Can Breathe New Life into Marketing Communications
Print ads are undoubtedly one of the most tried-and-true forms of marketing communications. But that doesn’t make them feel any less antiquated. Even when advertisements push the envelope with creative infusions that defy the standard construct, there’s only so much they can do to sell products or services in a way that makes consumers care or, at the very least, doesn’t bore them.
Augmented Reality (AR) is a real-time view of the physical world, altered with computer-generated stimuli, that has proven to be incredibly successful for marketing purposes by creating personalized content that fosters a meaningful connection to promotional print materials.
Home furnishings giant IKEA, for example, created an AR program to go along with their 2014 catalog. Users could scan the printed images of items they liked with an app which then allowed them to see how the furniture would look and fit inside a room. This approach not only turned catalog shopping into a new way to interact with a product before buying it, it also helped consumers avoid a dreaded pilgrimage to the world’s most intimidating furniture store.
Vespa, an Italian scooter company, used augmented reality to add functionality to their magazine campaign. By viewing the ads through an AR app, consumers could build their own customized scooter, selecting from various colors, styles and accessories. GPS instructions to the nearest Vespa dealer were also conveniently included.
The New Yorker integrated AR technology into the front and back covers of its magazine to modernize the experience of printed reading materials. Both featured an illustrated cityscape that, when seen through an augmented reality app, allowed readers to view the artwork as if they were a part of it, creating an entirely new way to engage with a traditional medium.
Each of these brands utilized AR techniques that elevated the consumer experience by giving good ol’ print pieces a much-needed face-lift. By including a call out to view them with an augmented reality app, you can literally make words jump off the page with things like product photos or service demonstrations that give a 360-degree view of every attribute.
Ultimately, augmented reality enables printed pieces to include additional creative and informative content that may not fit within a typical template. As marketers look to find ways this established form of communication can be revitalized to keep up with far more innovative tools, AR should be considered for the technology’s ability to monopolize a consumer’s attention span while deepening their relationship with what is being promoted.