From Vodafone elves to Lego treasure hunts, PromoVeritas CEO Jeremy Stern delves into the growing trend of brands taking the leap into the physiological world to increase engagement and stand out from the crowd.
The media is full of articles about AI and how it will change our future, but today's technology, augmented Don't forget reality (AR). By integrating computer-generated augmentations into real-world environments, AR can create real-time interactions between the two environments, forming a seamless blend between virtual and physical experiences.
This gives marketers a whole new environment to explore and leverage the endless possibilities created by AR, giving consumers the ability to experience brands and participate in virtual activities without paying cash. You will be given the opportunity to.
Originally an expensive add-on, recent advances have made this technology commonplace, offering brands of all sizes countless low-cost opportunities to engage with their audiences in novel and engaging ways. We'll start at the low end: “Marker-based AR.” “Markers” (such as QR codes or barcodes) can guide consumers to a customized AR experience, culminating in projection AR. Overlay AR content onto real-world objects using light and projector mapping technology.
Maximize the marketing benefits of AR technology
I especially like using AR in conjunction with prize promotions. AR makes campaign tools even more fun and effective. We recently worked with Lego on a huge AR prize promotion for Insider's Treasure Hunt. Fans can virtually scan LEGO bricks at home or in-store to see if there's a special hidden “golden brick” inside them and be eligible to win millions of prizes I had a chance. This was a huge success and helped Lego increase user engagement with a young, tech-savvy audience.
This is based on one of the key benefits of using AR in marketing. AR is a highly effective tool for reaching younger audiences, especially the popular Generation Z. For young consumers who grew up in a digital age characterized by always-on connectivity and technological innovation, AR feels inherently familiar and comfortable.
In recent years, the dramatic success of AR games such as Pokémon Go has proven how effective this technology is at capturing the attention of younger generations. Brands can take advantage of this opportunity to integrate this technology into their marketing efforts and differentiate themselves from their competitors by incorporating AR into their promotions.
Relationship with consumers
AR promotions also provide a better platform for consumers to engage with products in a meaningful way, ultimately improving the overall consumer experience. For example, IKEA has a tool that allows consumers to virtually place furniture on an image of their living space, allowing consumers to see how it fits and how the colors match. Over Christmas, Vodafone, through its distributor Dentsu, ran the Elf and Seek game, which was a success for the second year in a row. This involved over 250,000 participants taking to the streets to scan digital billboards in major cities in the hopes of catching an AR-hidden “elf” and winning a prize.
By providing interactive and informative content combined with relevant prizes as incentives, AR enhances the shopping experience and provides a level of interactivity and personalization beyond traditional methods. Creating memorable and engaging experiences can actually foster emotional connections between brands and consumers, strengthening brand loyalty and affinity. It is this ability to resonate with your audience on a deeper level that makes it such an effective marketing tool.
Additionally, AR tends to attract media attention, increasing positive publicity. Provided, of course, that the promotion is structured properly, has the right prizes in place, has strong terms and conditions, and is compliant and executed to high standards. After all, using AR does not alleviate the need to comply with his CAP code in all areas.
Don't let technology control you
AR not only increases brand awareness and improves customer experience, but also helps drive tangible business outcomes such as increased conversion rates and sales. A recent study by Retail Perceptions found that customers are much more likely to buy when the shopping experience includes an AR element, with 71% of shoppers saying they would shop more often if they could use AR. I answered that I am deaf. This is a clear warning that retail brands that shy away from innovation are leaving themselves open to being overtaken by bolder brands.
But don't fall into the trap of being blinded by technology, whether it's AR or AI. Use it only when it helps you achieve a goal that cannot be achieved by other means, and don't overcomplicate things. Unless there is a real benefit, you risk alienating some of your audience with complex graphics and technology-driven entry mechanisms.
If you can't make a profit, it's best to play it safe. Running regular prize draws and instant win campaigns is faster, cheaper, and easier to create than AR-driven campaigns.
From increasing brand awareness and improving customer experience to driving sales, AR offers numerous opportunities for brands to connect with their audiences in innovative and impactful ways. Smart use of technology to deliver creative and business-focused prize campaign ideas in a relevant and compliant manner can work well for any brand or service. Brands that embrace this innovative technology will undoubtedly gain a competitive edge in the market and strengthen their emotional connection with their audiences.
Jeremy Stern is the CEO of PromoVeritas
