Augmented reality (AR) and Virtual reality (VR) technologies are starting to make their presence felt in the world of mainstream marketing, and heads up! Agencies as well as their clients are taking notice.
For example, the captivating AR app implemented by 19 Crimes hit the market last fall. 19 Crimes, a nationally distributed Australian wine brand, introduced a smartphone app that brings to life images of 18th century British criminals who were shipped to Australia in lieu of a trip to the gallows (this mustn’t have been a hard choice for those folks). With the app, you just point your phone’s camera at the image on the label and it miraculously comes to life. Very cool, very fun, and even better, very profitable. The company reports that its sale volume has increased by 60% since the launch. That’s how AR meets ROI. Check it out below:
Retailers and brands are rolling out AR experiences that make retail shopping fun, creating a rationale for getting off the couch and ordering online. One example is Jura watches. They have developed an AR app that lets you try on various watch options without having to see it in person.
Ikea has jumped into the fray with Ikea Place, which is an app that uses your Iphone’s camera to scan a room and then “place” Ikea furniture around you. You quickly browse the furniture offerings and then check out how the items would look in your actual space. You can reposition everything and move closer or further away from them to view the scene from different angles.
Increasingly, tradeshow exhibitors are using AR and VR to draw traffic and provide memorable product demonstrations. AR can create eye-popping immersive experiences that use holograms to create 3-D objects portraying complex or microscopic processes, such as the absorption of the molecules of medicine in the bloodstream.
New AR and VR hardware costs are undergoing rapid innovation by the industry. Hardware costs as well as development costs, while relatively high, are now beginning to decrease dramatically. This is making it realistic for all kinds of marketing applications. Currently, the two main drags on widespread adoption are the costs of headset hardware and the availability of good content. However, most observers agree the momentum is strong, and it won’t be long before AR and VR become a much more common tactic and less of a novelty.
At Infinity, we’re aggressively developing ideas and partners to bring AR and VR to our clients’ brands. Let us know if you have an interest in learning more about the possibilities.