Virtual reality and augmented reality have been leading the trend charts for several years, and continue to do so. Above all, it has been virtual reality that has been acquiring greater prominence when it comes to highlighting its potential for brands. It is a very innovative tool both to advertise new products and to attract customers’ attention. However, it is not being widely implemented in marketing strategies. On the other hand, augmented reality is becoming more popular. So big brands are already using it for their communication campaigns.
The difference between virtual reality and augmented reality is simple. With the first, the user can live the experience of being in another place. While with the second, virtual elements are introduced into real space. Probably one of the reasons why augmented reality is being used more is its cost. To create a good virtual reality product you need to invest more time and money, since you have to create a scenario from scratch and add interactivity to it. In addition, good virtual reality glasses are more expensive than a smartphone compatible with augmented reality.
We can list all the advantages and opportunities that augmented reality offers for a company. But the best way to understand it is to tell success stories of companies that have already worked with this technology.
IKEA and its virtual catalog
The Swedish furniture and decoration brand is one of the pioneers in the use of augmented reality. Already in 2013 it launched an application in which we could see how the furniture from the catalog looked in our own home. Of course, in order to use the app it was necessary to have the catalog physically. This application was very well received and made the purchasing process easier for users.
This year, Ikea has launched a new application with the same functions, but in an improved version. This is IKEA Place, an app developed, for now, only for iOS. In this update you do not need to have the physical catalog. In addition, they assure that it is possible to see how the furniture would look with an accuracy of 98%. In addition, the scale of the furniture is adapted to the dimensions of the room.
This is a way to attract the attention of the customer, who, out of curiosity or necessity, will contact the company through this application. Likewise, it makes choosing furniture easier and the user’s experience with the brand becomes positive.
https://www.youtube.com/watch?v=-xxOvsyNseY
L’Oreal does your makeup through the screen
The well-known cosmetics brand has teamed up with Perfect Corp to develop YouCam Makeup. An augmented reality application that allows you to try beauty products on your own face. In other words, it works like a mirror in which you can virtually apply your makeup. Using facial recognition, the app creates the illusion of makeup, which accompanies the user’s movement.
In this case, as in Ikea, the process of choosing the product is facilitated. In addition, the application allows you to capture selfies and share them, so the user experience becomes fun. Both functions improve the brand image.
Pepsi Max, an example of creativity
Previous brands used augmented reality to facilitate actions for their customers. In the case of Pepsi Max, what was sought with this technology was to surprise in a positive way and improve the company’s image. The augmented reality campaign was captured at a bus stop. Waiting travelers could see themselves on the marquee, as well as the entire street and road elements. The surprise comes when meteorites begin to fall, a tiger and a spaceship appear.
The campaign went viral on social networks and this meant a large amount of free publicity for the brand. In addition to improving its reputation and vision of the entity, becoming an example of creativity and innovation.
Did you like this article? Rate it!
More related articles
This post is also available in: