Augmented reality can be an important branding tool: find out why you should use it!
Simsalabim! An object appeared on my phone... but I can't see it in reality. That's the magic of AR.
What is AR and why is it so interesting
AR, commonly referred to as augmented reality, is a technology that allows us to create immersive and engaging experiences that integrate virtual, interactive and non-interactive elements into the real world (which is where we come in). In a nutshell, we can break down the boundaries of our imagination!
A technology not as young as one might imagine
On a historical level, one can say many things, for example the first AR devices were developed in the late 1960s, still at an experimental level. Until today, with a series of various applications over the years: one of the best known cases of AR application is certainly Google Glass, launched in 2014, to be immediately retired: incredible to think that we were not ready for this technology.
"Parents, I need an ultrasound visor to see things with AR".
Absolutely not, families and most can rest easy: nowadays, even a smartphone is enough, thanks to the various apps that allow us to visualise an even richer world, while still remaining in our own world: compared to its VR (Virtual Reality) counterpart, we don't have the feeling of being in another world.
How does AR help the brand?
1 - A virtual and accessible showroom:
Products could be viewed by anyone in many ways, thanks to product placement technologies on a "plane tracker" (detected by camera), which is great for all furniture and accessories brands, or 'face tracking' technologies, giving great possibilities for beauty and eyewear brands to display products on the face.
2 - An immersive experience without detaching ourselves from the Earth:
In any environment, augmented reality allows us to enrich the experience we have with a physical product: sometimes, simply framing an object is enough to start the magic: a static catalog cover can suddenly come to life.
3 - A playground to communicate while having fun:
Thanks to the potential of AR, it is possible to create super immersive and engaging gamification experiences. By the way, have you already tried the “Le prendo tutte!” game filter we created for Bata? Find out now!
It's only 3 points, but so vast and explorable that it can be enough!
Should augmented reality be used in content strategy?
Absolutely! Just think of how social media is studded with filters, easily realized thanks to the Spark AR platforms for Meta's social media and Effect House for TikTok. An AR filter becomes a tool to engage and attract audiences, as well as a highly original means of communication. Combine this with the fact that they can become UGC churning experiences... Boom, magic is served!
In a nutshell: AR is pure magic that doesn't disrupt our world by creating new dimensions, but it could disrupt your brand by adding a ton of originality and immersiveness. Still sitting in your office chair?