In the quest to tie the print and physical world to the digital world for fully integrated advertising campaigns, marketers have been fervently waiting for a killer app to break out from the early-adopter market and into the mainstream. QR codes and NFC tags have fallen by the wayside for marketing use (though that itself is still arguable among marketing circles), and just recently one more technology is now threatening to join them.
On January 15th 2015, Google announced they will no longer be producing Google Glass eyewear. With the departure of Google Glass goes with it what has possibly been the strongest opportunity for augmented reality to fully enter into the mainstream.
Over the years, creative marketers have developed very attention-grabbing campaigns utilizing augmented reality, but it is arguable how much of the interest from these campaigns actually translated to revenue or brand equity, and how much of it was simply due to the novelty of it.
Here are some examples of Augmented Reality utilized in marketing and branding with direct marketing and print to let YOU decide if there’s a future with Augmented Reality and direct marketing.
Using the camera on your phone and a special design on a brochure, this app puts a multi-million dollar super-car into the palm of your hand. Or on your desk. Or in your garage. Or wherever you place the brochure. You can also print the image yourself HERE and download the app (For Apple – For Android) if you want to try it out yourself.
Starbucks Valentines Day
Starbucks used themed Valentines Day cups to create an Augmented Reality campaign that allowed users to create and send personalized animations and messages to their loved ones.
Always innovative with their direct marketing, Ikea integrated Augmented Reality to their annual catalog allowing you to place furniture in your home.
In the fullest sense of the word, this award-winning campaign literally augments the brochure with additional information, interactive images, and videos that is simply not possible to convey through print. The video boasts a 20% increase in sales driven directly from this campaign.
Having seen these campaigns, do you think Augmented Reality can stand the test of time and fully go mainstream?
Google has said they will continue with development of wearable technology despite halting production of Google Glass, and as of January 21st 2015, Microsoft has announced development of their own device called HoloLens. There might be hope yet for the future of Augmented Reality and Direct Marketing.