What is Augmented Reality?
Technically, Augmented Reality (AR) is a technology that allows us to embed computer generated objects into live video – typically a video stream from a webcam – so that, on screen, the objects move and interact with the real environment.
AR has been in development over the last 10 years (with a lot of original work contributed by one of our key clients, Ordnance Survey) but really hit the mainstream in early 2009 with GE’s eye-opening Eco Smart Grid campaign. Since then AR has been adopted by many leading brands to support advertising, most notably with BMW’s recent Z4 campaign.
How can AR benefit your brand?
Some recent AR usage has been little more than gimmickry – a cool tech demo in search of a campaign idea.
It could be argued that, whilst very successful (1 million views in 3 months), GE’s use of AR had little relevance to the campaign – GE generated a lot of traffic just by being first.
AR still has huge impact and, with only 6 months in the mainstream, is still able to generate traffic in its own right. However, at McCann-i, we believe the true power of AR in marketing is demonstrated in implementations where no other solution would suffice:
• On pack promotions driving traffic online
• 3D brochures/virtual popup to bring products to life
• Purchase decision support to increase online sales
• Drive footfall from online to bricks and mortar
Contact McCann-i
AR has bags of commercial potential. If you’re interested in finding out how Augmented Reality could produce results for you, or you want to know more about McCann-i, give us a call or arrange a breakfast meeting with:
Claire Banks
Head of Interactive
McCann-i
claire.banks@europe.mccann.com
07816 271 162