virtual reality definition (VR): the computer-generated simulation of a three-dimensional image or environment that can be interacted with in a seemingly real or physical way by a person using special electronic equipment
augmented reality definition (AR): a technology that superimposes a computer-generated image on a user’s view of the real world, thus providing a composite view.
It’s no secret– VR and AR marketing campaigns are shaking up the advertising world. Companies are implementing them into their experiential campaign strategies to entertain their target market. To a small business, using these alternative realities in marketing campaigns may sound complicated, expensive, and unachievable. This article will prove those assumptions wrong, and give you suggestions on how to claim your stake in the VR and AR movements.
VR Marketing Campaign Creation
It is estimated that by the end of this year, there will be more than 171 million virtual reality users. This is in part due to the high percentage of smartphone owners in the world. It also helps that a virtuality headset can cost as little as nothing to users. The headsets can be made DIY style at home using cardboard and youtube tutorials. With high access to VR technology comes massive opportunities for advertising. But this isn’t just true for massive companies such as Marriot Hotels, who were able to build a VR teleportation device from the ground up.
If your business has a budget allocated to marketing and advertising, you can look into requesting agency work from a company like as Omnivirt.
Omnivirt is a platform that allows its users to utilize 360VR as a way of bringing their customers into their stores, showcasing their products, providing training, and more. They offer a free version so you can try the service and decide if it’s for you. If you like it, you can purchase a Premium package for basic commercial usage, which is great for smaller businesses. (They also offer an Enterprise package for larger businesses.)
Through Omnivirt, there are many unique ways to showcase your products and services. You can create 3D advertisements to display on social media or place a VR tour of your location on the front page of your website. These are great ways to convey your brand quality to customers. What’s more, their platform is incredibly easy for even the newest of beginners to learn. They have a studio team that can create the VR content for you. Alternatively, if you have the means, you create your own content. Then, you can solely use their self-service platform to host, customize and distribute your content. With Omnivirt, you can incorporate VR campaigns into your business’s marketing in no time.
AR and Your Traditional Print Campaigns
If a VR campaign is not in your budget or best interest right now, AR is a good alternative for you. The benefit of this route is that it’s quicker, cheaper, and easier to use. A classic example of a successful AR marketing is John Lewis and their winter holiday AR campaign. It used the power of print recognition to take their customers on a journey through the stars. The home goods store titled the campaign “The Man on the Moon.” It was inspired by the full moon set to make an appearance on Christmas day.
The Man on the Moon
The business developed special packaging for “The Man on the Moon.” It used the power of print recognition to engage customers. When customers received a John Lewis bag, they were instructed to download the company’s app, and then point their phones at the image of the moon visible on the front of the bag. (They could also point their phones at the moon itself.) Then, their phones would take them to a “3D interactive moon that release[d] daily facts and animations in the countdown to Christmas Day’s full moon.
The app also feature[d] a Man on the Moon game in which users could avoid obstacles, and collect power-ups in a bid to get a chosen object all the way up to the Man on the Moon.” (David Lewis) This campaign generated a lot of publicity and significantly increased the number of David Lewis app downloads. Ultimately, it resulted in higher sales.
Print recognition is an excellent way to use marketing to entertain your audience. You can do it on a large scale, as David Lewis did. However, you can also incorporate it into your marketing on a smaller scale. For example, let’s say you own a restaurant or a boutique shop. You can have a few AR posters developed to hang in your dressing rooms or behind your bar. This will make your physical purchasing space more interactive and fun.
If implementing AR into your marketing plan sounds appealing to you, but you aren’t sure if it will work, check out our new mobile native app platform, Passion 1. We have the ability to collect data on how often consumers are interacting with your AR campaigns. We also provide you with feedback on how to improve your strategies.
If you found this article helpful, feel free to comment and share. You might also enjoy reading our recent article, “Transparency: The Secret to Targeted Advertisements.”