In the summer of 2018, Facebook began slowly rolling out their newest form of advertising – augmented reality. Augmented reality is technology that combines digital content with the real world. Snapchat filters are perhaps the best-known example. You can use AR to impose funny pictures or distorted effects over your pictures. As mobile technology continues to grow in power, the future of AR is bounded only by our imagination.
For us, augmented reality marketing is a big deal. Augmented reality has taken over in the past several years. Pokemon Go, an AR-based mobile game, reached 45 million daily active users shortly after it launched three years ago. Snapchat’s filters are one of its most popular features and generate the company over a billion dollars in revenue every year. As AR continues to become more prominent and more powerful, augmented reality marketing will be as important as any other digital marketing strategy.
Below, let’s take a look at some of the ways companies are already using augmented reality marketing to engage with their audiences and provide value. You should use these examples to start thinking of how your own company can hit the ground running when Facebook rolls out AR marketing for the masses:
1. Give Users a New Way to Sample Your Product
Augmented reality lets users get a glimpse of products that digital marketing never could. Michael Kors, for example, the first company to use Facebook’s augmented marketing platform, let users virtually put on pairs of sunglasses. Afterward, other companies began testing out overlays in a similar fashion, including cosmetics and other fashion accessories. Nike used the same thought process to let users take a look at their new Kyrie 4 shoes and sold out in less than an hour.
2. Offer an Opportunity For True Visualization
IKEA’s using augmented reality to take their showrooms and move them into people’s living rooms. With the click of a button you can select a piece of furniture and see exactly what it’ll look like in your home. The dimensions are based on the physical product, and it can be moved around instantly. There’s no better way to figure out whether or not a piece will fit with the rest of your decor short of physically buying it and bringing it home.
3. Let People Have Some Fun
Augmented reality filters don’t have to be useful or hyper-realistic to be effective. AR is a fun technology. Giving people something to enjoy and be silly with is often the most effective strategy out there. Gatorade is a great example. In 2016, they created a Snapchat filter during Super Bowl week that let people recreate the iconic Gatorade bath themselves. Brand placement was minimal but it was highly effective. Over 160 impressions were made, more than if they had advertised on television during the Super Bowl itself!