Only a decade ago, marketers were limited to communicating with consumers whilst they were at home, generally in front of their televisions. More recently, with the advent of mobile and social media, marketers can now reach people anywhere, and target their communication. Today, we are rapidly entering a third era of marketing – characterised by engagement and interaction. By superimposing images and messages over real-world objects and physical environments, Augmented Reality campaigns essentially invite people into a new world – and trigger an interactive experience. These campaigns represent a compelling way to reach people (often in groups and among friends) when they are out in the world and generally more open to discovering, learning and participating.
As an example, in 2011, artist Amir Baradaran shocked and delighted French citizens by creating an Augmented Reality (AR) app that transformed their beloved Mona Lisa painting. The app, which represented a very bold and pioneering use of AR, enabled the artist to apply his own conceptual work – and perspective – to one of the world’s most mysterious and globally recognised paintings. Consequently, people were either surprised and pleased, or dismayed and disgusted, by the cheeky use of technology – and its ultimate end of making a political and social statement. As a result, this particular application of AR, apart from being both brave and disruptive, raised interesting questions around this kind of technology.
Jason Ried discusses how augmented reality can be used to shake up marketing for savvy brands in Fuzzy Logic‘s latest article. Jason states that this type of marketing is characterised by engagement and interaction, rather than interruption and invasion.
Read the full article on the The Marketing Site and Mediaupdate.com.
If you have an augmented reality project that you’d like to discuss with us, please get in touch.