AR has also made its way into different industries, including marketing. In fact, many people use AR experiences from brands every day without even realizing it, like picture and video filters on social media.
Pokemon GO took the world by storm in 2016, and it is one of the most notable AR experiences.
In the app, users get notified of eligible Pokémon in their area and receive directions to find and catch them. When they come across a Pokémon, the character is superimposed over the real-life location of the app user — an AR experience.
The game is built around catching the available Pokémon before anyone else can, which is why, when the app first came out, people would gather in groups to try to be the first to capture the character.
Decorating a home isn’t easy — how do you know if you’ll actually like the yellow paint that looks beautiful online but might be too bright in your bathroom? What if that coffee table doesn’t fit in your living room as you’d hoped?
Home Depot isn’t the only home furniture store to use AR to create value for their users — IKEA has similar AR technology built into its app.
IKEA uses AR to help shoppers test and visualize products in their own space before making a purchase.
It offers multiple tools for customer needs, like the IKEA Place app that superimposes to-scale models of furniture in real-life rooms or the IKEA home planner that helps people build furniture sets, like kitchen cabinets, to ensure they’re satisfied before placing an order.
There’s a reason many people don’t buy makeup products online — it’s impossible to know if you’ll like the lip color or foundation coverage if you don’t try it on in-store. Sephora understands this struggle and is known for allowing in-store visitors to test products on themselves before buying them, but not everyone may be comfortable doing so.
For those not as comfortable, it offers an in-store virtual try-on kiosk where visitors can see how products look on themselves to ensure they’re satisfied.
Augmented reality enables you to visualize and interact with a space — two critical functions when choosing how much you’re willing to pay for a stadium seat.
For out-of-towners, the ability to virtually compare different seat locations adds comfort for hesitant buyers.
With filters, users simply take a picture of themselves or something of interest, and a filter is superimposed over the image, whether it’s a funny pair of sunglasses or changing the color scheme of a scenery.
To market season four of Stranger Things, Netflix launched an in-person experiential marketing and AR experience called the Stranger Things Experience. Fans visit an in-person location and participate in an immersive experience related to the show, where they play games with AR features that help them feel like they are in the Stranger Things world.
In the past, Netflix has advertised other Stranger Things seasons with AR experiences like Instagram filters that place users within the universe, all from the comfort of their homes.
Pepsi’s campaign highlights the effectiveness of AR when a company truly knows its audience. Pepsi didn’t need to use AR to advertise its products — instead, it trusted its consumers to appreciate the surreal experience and naturally share the story with friends, creating buzz around the brand.
While incorporating AR into marketing is still new, marketers can still note how these brands creatively incorporated technology into their marketing strategies.
Ultimately, as the media landscape changes and technology gets more advanced, marketers at businesses of different sizes might have more opportunities to implement technology. And, when they do, they’ll need to think creatively and innovatively about how they invest in it.