Augmented reality (AR) technology is becoming more and more mature, making its application in the marketing industry more and more frequent, driving the increasing commercial value. A study predicts that the global AR market will reach $100 billion by 2024 and jump to $332.6 billion by 2028. How to seize the business opportunities of AR marketing can learn a thing or two from various applications.
Marketing planning can be assisted by AR technology to create an immersive interactive experience combining virtual reality according to brand characteristics. Take Pico as an example. During the “PUBG Mobile M” celebration, the team aimed at Generation Z and millennials, combining digital experience and AR to create an online version of the “PUBG Mobile M 4th Dimension” star world game. Story Elements Look for the AR “airdrop” logo to win prizes and trigger game downloads. The activity recorded more than 20 million impressions, and the total page conversion rate reached 32.3%.
Some competitions or large-scale activities also combine AR with art to create a technologically rich visual feast. For example, at the opening ceremony of the 25th Arabian Gulf Cup activated by Pico, 3D and AR elements were used to project on the stadium, and laser and fireworks effects were used to introduce Iraqi culture, enhancing the sense of presence and bringing a multi-sensory experience to the audience.
Not only that, AR can also be applied to retail outlets to attract people and enhance consumer desire. Coach has installed an AR mirror in the window of its flagship store in the United States. When pedestrians pass by, the mirror will automatically display the best-selling Coach handbags they are holding. With animation technology, pedestrians can pose to appreciate the various faces of holding Coach handbags. Within a week after the installation of the mirror, the number of visitors increased by nearly 50%, and the number of people viewing the window soared by 93.5%.
AR development has repeatedly made breakthroughs. For example, Disney is developing non-head-mounted AR, which uses computer vision to track tourists’ perspectives, and projects 3D images to their eyes according to the corresponding angles, allowing them to directly experience AR vision in the real world without wearing an AR device, creating a fusion of reality and reality. play experience.
If industry leaders want to stand out, they must have insight into current technology and marketing trends, and integrate appropriate technology into brand activation in response to audience needs.
Xie Songfa
