Advertisers are always looking for new ways to engage with their consumers. With messages appearing in pop-ups, banner ads, billboards, radio, television, direct mail, and more, eventually it just becomes noise. And as consumers begin to block them, advertisers simply crank up the volume.
Better advertisers are learning how to break through by using new technology like augmented reality, or AR. AR uses everyday technology (usually a mobile app) to add a digital layer over the real world. It sounds futuristic, but it’s been around for over 10 years and has been gaining momentum with brands like Häagen-Dazs, Ferrari, IKEA, and countless others.
By downloading a brand’s AR app, each consumer can interact with catalogs, packaging, buildings, and more with enriched digital content. Here are a few examples:
- Don’t know how your new couch will fit in your living room? IKEA’s got an app for that. Put their catalog where you want to see your new couch and the mobile app will show you exactly how that lovely couch will look next to your drapes.
- Waiting for your ice cream to react its perfect temperature is no longer a guessing game thanks to Häagen-Dazs, who created a timer that appears on the top of your ice cream container and tells you how long to wait before eating it.
- Want to go for a spin in a new Ferrari? Bring your iPad to make your very own custom video of your potential new ride.
Augmented reality adds interaction to any design, and I’m excited to explore integrating this technology into my work here at CLM.
Nicolette Laursen | Jun 16, 2015