We’re living in a time where consumers have the attention span of a goldfish, and who can blame them when they are constantly presented with thousands of options and endlessly stimulating content? As business owners, though, this level of marketing can feel overwhelming when trying to make your brand stand out among thousands of competitors vying for attention from the same demographic. We all dream of having that one marketing campaign that everyone is buzzing about, be it the Super Bowl commercial that breaks the internet or the slogan that sticks with you for decades…Got Milk anyone?
We might be a little biased but…we think augmented reality marketing campaigns are the next big thing. Actually, we know they’re the next big thing. The “metaverse”, a world where the digital is constantly interacting with the physical, is just around the corner, and we want to make sure people like you are well-positioned to spearhead the next wave of digital marketing.
We’ve said it before and we’ll say it again, when it comes to providing value, AR doesn’t discriminate by industry. From entertainment and tech to food and retail, augmented reality marketing allows for new levels of customer engagement and brand awareness.
Let’s take a look at how some of the most influential brands are using AR technology to create powerful and impactful advertising campaigns.
ENTERTAINMENT INDUSTRY
Augmented reality offers the entertainment industry the chance to engage consumers like never before, with interactive experiences facilitating new levels of immersion in cinematic worlds.
Warner Bros + Snapchat Campaign for Dune 2
As if a movie starring two of the world’s most beautiful people with an absolutely fire soundtrack even needs an engaging marketing campaign (Zendaya and Timothée we would watch paint dry if you were on-screen, too); Warner Bros still went the extra mile by teaming up with Snap to develop a custom AR Lens for Dune 2 that allows users to become Fremen and ride a sand worm. Additionally, the collab developed Cameo stickers to add to posts, demonstrating an innovative use of user-generated content to market the highly anticipated film.
Fun fact: Snapchat users are almost twice as likely to see a movie on opening weekend than non-Snapchat users, and we know that AR plays a huge role in this staggering box office boost.
Warner Bros & Mattel for Barbenheimer
The Barbenheimer phenomenon was bigger news than when the Pentagon confirmed that aliens exist, and while that may be a sad commentary on our societal values, for the purposes of this blog we’re choosing to focus on the bright side and just credit Warner Bros and Mattel’s mad marketing skills.
While Cilian Murphy and Margot Robbie are almost as beloved as Timothée and Zendaya, and Margot’s outfits served a completely fabulous blend of the nostalgia of Barbie’s past and a modern femme fatale, the genius of the Barbenheimer campaigns extend far beyond star power.
Both companies employed an innovative use of AR and AI technology to market their respective films (which we love to see at Gravity Jack, considering we were the first to combine AR and AI for the Department of Defense), offering consumers a first class ticket into both the whimsical and vibrant world of Barbie and the haunting past that birthed the atomic bomb.
From interactive games and websites to social media filters, Warner Bros and Mattel will go down in history for their strategic and immersive augmented reality experiences that flooded theaters in an era dominated by streaming services.
FOOD AND BEVERAGE INDUSTRY
Beyond just entertainment, augmented reality has proven itself a powerful tool for engaging consumers and creating brand recall.
Starbucks Kindness Campaign
Starbucks warmed everyone’s hearts in the summer of 2023 by introducing an AR experience called “Kindness” that encouraged users to leave uplifting notes for people via digital overlay. Doesn’t that just make your morning Starbies a whole lot sweeter?
That isn’t the first time Starbucks has used AR in their marketing strategies. The company also introduced interactive AR features on their holiday cups, with each design springing to life with a different AR effect.
Heinz Recipe Book
This one is an oldy but a goody, and we have to include it because two of our professional pals take center stage! Heinz, a Gravity Jack client, and Blippar, a London-based augmented reality company that licenses Gravity Jack’s AR tech, partnered up to create an augmented reality experience all the way back in 2011! Which means everyone else has spent the last decade trying to Ketch-up to Heinz’ cutting edge marketing strategies.
Users could scan a ketchup bottle to unlock a recipe book featuring numerous family favorites that star good ol’ ketchup. It may seem simple now but this was one of the first campaigns that embraced custom AR experiences…or should we say customato. Okay, we’re done.
RETAIL INDUSTRY
Last but certainly not least, there has never been a more dynamic duo than augmented reality and retail. We would compare them to Ross and Rachel but they’d never go on a break. AR was practically made for retail, giving consumers the opportunity to “try before they buy” and see how products look on them or in their spaces.
IKEA Kreativ
The iconic IKEA has been a long adopter of augmented reality experiences, launching IKEA Place back in 2017. Their most recent effort, Kreativ, allows users to fully design and visualize their living spaces with IKEA furnishings. This one is for the girlies who measure spaces using solely your own limbs – you never have to worry about whether that credenza will fit in that weird hallway nook again!
Christian Dior
This oh-so-chic designer is no stranger to augmented reality marketing, embracing the technology for multiple product releases. Their most recent AR campaign focused on their Dior Addict Lipstick, integrating a “try it on” option within video advertisements for the product in the Middle East.
In the past, Dior has employed the use of social media filters to try on new apparel items, most notably their campaign for Dior-ID, a sneaker that launched in 2021.
CONCLUSION
Augmented reality (AR) marketing campaigns offer a fresh approach to engage audiences in immersive and interactive experiences. Whether it’s the entertainment industry utilizing custom AR lenses and stickers to promote blockbuster films like “Dune: Part Two” or brands like Starbucks and Heinz creating memorable AR campaigns to connect with customers, AR marketing has proven to be a game-changer in driving brand awareness and customer engagement.
Across various sectors, from retail to food and beverage, AR technology is revolutionizing the way businesses interact with consumers. With AR, brands can offer customers unique and personalized experiences, such as visualizing furniture in their homes before purchase or trying on products virtually. At Gravity Jack, we’re passionate about helping businesses harness the power of AR marketing to create memorable experiences that captivate audiences and drive brand success in the digital age. Connect with us today to see how we can bring you to the cutting edge of digital marketing!
