Jess Butcher (pictured) tells how to use Augmented Reality effectively in marketing.
Today’s consumers are a demanding bunch. They want more than traditional, static advertising, they want interaction and magic. They don’t want to be shown a poster, they want to play with it. When they see a product in a magazine, they want to try it on and they insist they’re given more from packaging than just a receptacle for their goods.
Previously the elitist, futuristic realm of computer gaming and military training, augmented reality (AR) is finally entering the consumer space, and quick-witted marketing managers are grabbing hold of the technology, spotting it as a way of deftly, subtly and creatively packing infinitely more into all their campaigns.
At Blippar – the magic lens mobile app offering an AR platform to brands, media outlets and agencies – I’ve watched partnerships flourish with global clients, including Coca Cola, Conde Nast, Heinz, Justin Bieber, Proctor & Gamble, Nike, Disney and PepsiCo. Clients understand that enhanced consumer engagement is paramount when securing brand loyalty and return custom.
Here are the key methods for ensuring your AR campaign always hits the mark:
1. Include a strong CTA (Call To Action)
If you’ve invested in exciting ‘invisible’ collateral, it’s inexcusable to waste it by not showing users that it’s there or how to access it. Signify there’s something behind the 2D image and that something needs to be done to see it. Show them how to unlock exciting content, and explain what they’ll get when they do.
Omitting a noticeable, consistent CTA is where we’ve seen campaigns fail. Give users one they recognise and continue to provide the same one across all collateral. Familiarity is key.
2. Make it simple for consumers
Don’t assume knowledge when it comes to AR. It’s still a fairly new technology, but if you work within it, you’re bound to think everyone knows as much about it as they do. They don’t.
Hold users’ hands throughout the process to ensure it’s accessible. Ensure they know how to place their phones over the image, what to click, why to do it. If it’s too tricky people will become frustrated and not bother, leading to a wasted opportunity.
3. Create powerful content
Users need a reason to interact with AR, and it must be a good one. What unique experience will you offer that can’t be garnered simply by clicking on a website or downloading a coupon? ‘Delight, inform, reward’!
Still relatively new, AR – when executed well – is always visually impressive. But the surprising aesthetics won’t last forever. Who is still amazed when they see themselves on YouTube or are mentioned in a tweet?
First impressions are vital, but it’s crucial marketers think beyond the initial gimmick and offer something more tangible, whether virtual try-ons, free samples, sweepstake entries or prizewinning games.
Offer the complete package and you’ll guarantee users keep returning for more.
4. Refresh content regularly
Nobody continues visiting a blog if it’s never updated and the same goes for AR content. Why would consumers download coupons they’ve already used, recipes they’ve already tried, videos they’ve already seen? Don’t let your campaign go stale. It’s the quickest way to lose supporters.
Tap into the cultural zeitgeist and give AR enthusiasts what they want. Reward them for their time and effort. This is especially important if your AR marker doesn’t change – say, if it’s your company logo. Never rest on the laurels of one campaign: give users a reason to ‘unlock’ content on a regular basis. Keep them on their toes, wanting and expecting more. It’s the main reason they’ll share experiences with others.
5. Be social media savvy
Word of mouth is still the most powerful form of advertising and channels such as Twitter, Facebook, Instagram and email have kindly provided us all with a number of different loudspeakers. Use them.
Boast about your exciting forays into AR, whether on your brand’s blog, within the company newsletter, or in a tweet to your followers.
Similarly, at the user end, once you’ve made your AR experiences exciting enough for people to want to share them with the world, make it easy for them to do so. It’s the most effective way for them to flourish and, if they’re really good, go viral.
Jess Butcher is CMO, Blippar. She will be speaking at The Augmented Reality Marketing Conference at Guinness Storehouse on Tuesday April 15. Attendees will have the opportunity to meet with speakers, experience demonstrations of latest technology and learn from previous case studies. Augmented Reality (AR) experts are flying in from Los Angeles, San Francisco, The Netherlands, France, UK and elsewhere. Presentations and panel discussions will be considering the effective application of AR to marketing and for building brands.