How “Augmented Reality” drives the business
Virtual Reality, Augmented Reality, IOT and wearable technology… These terms have become so popular with the development of technology. Despite similar perception of both virtual and augmented reality, they are totally different terms. Whereas virtual reality (VR) introduces fictional and simulated experiences, augmented reality (AR) is a real-time experience supported by digital elements.
“Pokemon Go” Phenomenon
Augmented Reality is a prescient technological advance with opportunities to benefit a wide range of areas from medical to education. Also, usage of Augmented Reality in business is growing. Nowadays, the best example of AR used in the entertainment business is “Pokemon Go” phenomenon. People from almost all ages can play and have fun with this game. The reason why people absolutely like this game might be “engagement”. It is the first time augmented reality has been used in an accessible and compelling way. People sometimes need some amusement and creativity in their daily routine. Players can find out Pokemon around their environment while doing daily tasks. They can take funny photos with Pokemon. From the day this popularity has begun, companies have benefited from the recognition of application. For example, many brands have used product placement within Pokemon Go.
How “Augmented Reality” drives the consumer packaged goods industry
Marketers can assume that using Augmented Reality for Pokemon is easy, and AR is right channel to promote, however presenting AR in consumer packaged goods will not be as effective as in the media business. In general, TV and online advertising campaigns promote consumer goods in similar, traditional ways. Contrary to this, there are several good examples. They can show effective Augmented Reality usage in FMCG sector. Two of the consumer packaged goods companies, “J’aime le lait d’ici” and “Pressade”, collaborated with Tetra Pak in France. They have gotten the most out of the Augmented Reality campaign. In 2014, Tetra Pak has launched an application, Tetra Pak Cartoons. With this application, children can play and learn about sustainability. They have fun while consuming milk and juice, as well.
One Good Example of Augmented Reality Campaigns – Pinar Kido
“Pinar” brand has launched another good campaign example in Turkey. “Pinar Kido” is a market leader brand of flavoured milk category. Kido is a cartoon cow character of Pinar branded flavoured milk. Pinar Kido has won the hearts and minds of children. Adventures of Kido are changing seasonally. “Pinar Kido” has launched new back-to-school campaign in September 2016. The concept is about the space adventures of Kido. Flavoured milk package turns into a space shuttle in real-time with an application. Kido, strawberries, bananas and cacao beans appear as 3D figures in the game when the application scans the design over the package. The aim of the game is quite simple. Children try to fill flavours into the spaceship via this app. Despite the simplicity of the game, children enjoy with the Kido character. Consequently, the campaign has created brand engagement.
These examples show that marketing should collaborate with digital in order to inspire interests and create brand engagement. It seems that Augmented Reality will make all the difference in conventional marketing applications.
All in all, after analysing the target market, brand managers should benefit from technology. Marketers can use Augmented Reality for making customers engaged in their products. When marketers can analyse and understand the needs and expectations of the target customers, they would create effective Augmented Reality based campaigns.
