Parall\u00e8lement \u00e0 la r\u00e9alit\u00e9 virtuelle, appara\u00eet un nouveau concept qui va perdurer en raison du nombre d’applications qu’il a dans diff\u00e9rents secteurs. Nous parlons de r\u00e9alit\u00e9 augment\u00e9e (AR). L\u2019un des domaines dans lesquels ces nouvelles techniques pr\u00e9sentent le plus d\u2019avantages est celui du marketing num\u00e9rique. Nous avons d\u00e9j\u00e0 expliqu\u00e9 les avantages que cette technologie apporte lors de la planification de campagnes multicanaux. Nous allons donc voir aujourd’hui quatre exemples d’utilisation de la RA dans des campagnes marketing.<\/p>\n
Sous le nom d’Unbelievable, l’entreprise de boissons gazeuses a lanc\u00e9 en 2014 une campagne qui a r\u00e9volutionn\u00e9 les nouveaux espaces marketing li\u00e9s aux techniques de r\u00e9alit\u00e9 augment\u00e9e. A cet effet, un arr\u00eat de bus a \u00e9t\u00e9 pr\u00e9par\u00e9 au centre de Londres, pour en faire un espace qui ne laisserait personne indiff\u00e9rent. \u00c0 travers un verre transparent aux yeux de l’utilisateur, des images ont commenc\u00e9 \u00e0 appara\u00eetre, apparemment en interaction avec la r\u00e9alit\u00e9. C’\u00e9tait l’une des premi\u00e8res campagnes \u00e0 avoir opt\u00e9 pour la r\u00e9alit\u00e9 augment\u00e9e.<\/p>\n
L\u2019autre g\u00e9ant des boissons gazeuses, Coca Cola, n\u2019est pas en reste avec l\u2019utilisation de la r\u00e9alit\u00e9 augment\u00e9e comme outil marketing compl\u00e9mentaire. A l\u2019occasion du Nouvel An chinois 2018, la multinationale am\u00e9ricaine s\u2019est associ\u00e9e \u00e0 l\u2019application mobile chinoise Alipay. Nous vous laissons le r\u00e9sultat du projet ci-dessous.<\/p>\n
La multinationale su\u00e9doise est connue pour appliquer l’innovation dans toutes ses campagnes publicitaires, dans ce cas nous vous pr\u00e9sentons qu’elle est all\u00e9e encore plus loin. L\u2019id\u00e9e d\u00e8s le d\u00e9part \u00e9tait d\u2019introduire la technologie de r\u00e9alit\u00e9 augment\u00e9e dans son catalogue de produits d\u00e9j\u00e0 c\u00e9l\u00e8bre. Le r\u00e9sultat n’a d\u00e9\u00e7u personne.<\/p>\n
Gr\u00e2ce aux appareils mobiles ou aux tablettes, les utilisateurs pouvaient se concentrer sur n’importe quel espace de leur maison afin que le programme ajoute automatiquement la d\u00e9coration ou les meubles qu’ils recherchent. L’application de cet outil a \u00e9t\u00e9 une r\u00e9volution pour IKEA, en proposant d’aller plus loin dans l’offre de services \u00e0 ses clients.<\/p>\n
Enfin, il ne faut pas oublier la campagne que l’entreprise de transport a men\u00e9e d\u00e9but 2017 \u00e0 la gare centrale de Zurich. Tr\u00e8s similaire \u00e0 celui vu pr\u00e9c\u00e9demment par PEPSI, dans cette campagne un \u00e9cran a \u00e9t\u00e9 install\u00e9, cette fois avec effet miroir, dans lequel les utilisateurs se voyaient \u00e0 c\u00f4t\u00e9 d’un grand nombre de sc\u00e9narios virtuels.<\/p>\n
(notation)<\/p>\n
\n","protected":false},"excerpt":{"rendered":"
Parall\u00e8lement \u00e0 la r\u00e9alit\u00e9 virtuelle, appara\u00eet un nouveau concept qui va perdurer en raison du nombre d’applications qu’il a dans diff\u00e9rents secteurs. Nous parlons de r\u00e9alit\u00e9 augment\u00e9e (AR). L\u2019un des domaines dans lesquels ces nouvelles techniques pr\u00e9sentent le plus d\u2019avantages est celui du marketing num\u00e9rique. Nous avons d\u00e9j\u00e0 expliqu\u00e9 les avantages que cette technologie apporte […]<\/p>\n","protected":false},"author":1,"featured_media":1751,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","_thinkrank_schema_form_data":"","_thinkrank_selected_schema_type":"","_thinkrank_additional_schemas":"","_thinkrank_canonical_url":"","_thinkrank_og_title":"","_thinkrank_og_description":"","_thinkrank_og_image":"","_thinkrank_twitter_title":"","_thinkrank_twitter_description":"","_thinkrank_twitter_image":"","_thinkrank_imported_from":"","_thinkrank_focus_keywords":[],"_thinkrank_focus_keyword":"","_thinkrank_robots_meta_enabled":0,"_thinkrank_robots_meta":"","_thinkrank_advanced_robots_meta":"","_thinkrank_exclude_from_search":0,"_thinkrank_exclude_from_archives":0,"_thinkrank_primary_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[69,77,90],"tags":[],"class_list":["post-27614","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-fr","category-nouvelles-technologies-fr","category-realite-virtuelle-fr"],"uagb_featured_image_src":{"full":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2017\/10\/giphy-1.gif",480,270,false],"thumbnail":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2017\/10\/giphy-1-150x150.gif",150,150,true],"medium":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2017\/10\/giphy-1-300x169.gif",300,169,true],"medium_large":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2017\/10\/giphy-1.gif",480,270,false],"large":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2017\/10\/giphy-1.gif",480,270,false],"1536x1536":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2017\/10\/giphy-1.gif",480,270,false],"2048x2048":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2017\/10\/giphy-1.gif",480,270,false]},"uagb_author_info":{"display_name":"admin","author_link":"https:\/\/comunicagenia.com\/fr\/blog\/author\/admin\/"},"uagb_comment_info":0,"uagb_excerpt":"Parall\u00e8lement \u00e0 la r\u00e9alit\u00e9 virtuelle, appara\u00eet un nouveau concept qui va perdurer en raison du nombre d’applications qu’il a dans diff\u00e9rents secteurs. Nous parlons de r\u00e9alit\u00e9 augment\u00e9e (AR). L\u2019un des domaines dans lesquels ces nouvelles techniques pr\u00e9sentent le plus d\u2019avantages est celui du marketing num\u00e9rique. Nous avons d\u00e9j\u00e0 expliqu\u00e9 les avantages que cette technologie apporte\u2026","_links":{"self":[{"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/posts\/27614","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/comments?post=27614"}],"version-history":[{"count":0,"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/posts\/27614\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/media\/1751"}],"wp:attachment":[{"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/media?parent=27614"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/categories?post=27614"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/tags?post=27614"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}