I last wrote about Augmented Reality (AR) 18 months ago - when it was just a bit of fun. [see post]
Now more brands are starting to work-out how to use AR to deliver engaging brand experiences.
I found an interesting post at iMedia Connection that highlights these good recent examples:
Streetmuseum from the Museum of London engage users around London in a fun and informative way that is spot on for the brand.
Ben & Jerry’s Moo Vision campaign allows users to unlock a 3D brand experience from carton lids.
Ikea had an app for their entire 2010 catalogue but also enabled users to virtually place each piece of furniture in their home.
Word Lens language app translates foreign text in real time.
This is an important area for on-line retailers who can’t provide a tangible experience. There are loads of fashion brands that help users ‘try on’ clothes but The Sampler by Converse is hard to beat.
The trick with all this is to work-out how ‘to close the deal ‘and help consumers move from playing with these AR apps to actually buying.
Mobile commence is about to explode so brands should be focusing on how to test and learn. If they can work-out how to deliver a brand experience via mobile, using apps, AR, etc, that both WOWs the consumer and makes it easy for them to buy - then they will win.