Firstly, we’ll go through the definitions in case there are non-marketing people reading this blog post. Augmented reality (AR) refers to a technology that superimposes a computer-generated image on a user’s view of the real world. Source
Virtual reality (VR) refers to an artificial environment that is created with software and presented to the user in such a way that the user suspends belief and accepts it as a real environment. Source
Augmented reality and virtual reality have become a new marketing strategy a lot of brands have taken on to become more entertaining. Since the rise of smart phones and technology, it has become increasingly popular to many brands.
There has been some confusion amongst consumers about the difference between AR and VR. Augmented reality uses the real world environment and “augmented” visual objects. These can be visually obtained through a smart phone or device. Virtual reality is creating an interactive virtual environment. This can be obtain through a headset or specialised goggles. Source
As a digital marketer, these strategies are valuable because it demonstrates innovation and creativity in the brand. It also provides entertainment for the consumers. By making advertisements/products/services more interactive, consumers are more likely to recall and recognise the brand thus influence brand loyalty.
Here are some examples of AR and VR
Audi VR Experience
Audi has started to use virtual reality to advertise their new car, Audi Q5 model. The experience involves going to the Audi dealership in Oslo, entering a sandbox where consumers will be able to sit in a VR chair and use a headset to enter the virtual reality. There, the consumers will be able to stimulate a real-life drive in the new Audi Q5 on a course of their choosing!
Snapchat is a great example of augmented reality. Back in 2015, Snapchat released their face filters to the world! If you have Snapchat, you’ll know what I’m talking about! The classic “hoe” filter, the unicorn rainbow, face swap etc. Now in 2017, Snapchat has release new “world lenses”. This has allowed consumers to place a 3D object in their scene and move it around as if it was a real object. Users will be able to see 3D objects in their environment through the app when using the back camera.
These are just an example of how AR and VR is currently being used in the world. Although technology has advanced quite a lot over the years, AR and VR still have a long way to go. I believe this is just the beginning for both marketing strategies.
Do you like AR or VR in marketing? What would you like to see AR or VR being used for?