The Augmented Reality and Mobile Commence Opportunity for Brands

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:

Branding

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.

Utility.

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.

Product Demos

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.

Richard Branson knows the power of a wow brand experience

When Richard Branson talks about delighting customers, building loyalty and advocacy it is worth paying attention.

There is no doubt he is a brilliant operator. He knows how to turn a negative situation into a positive brand story. [check-out my PR master stroke post]

In a recent article Reuters.com post Branson talks about the importance of a 'chain reaction of team that is consistent from beginning to end'

I totally agree.

If a brand organisation wants to WOW consumers it needs to create a culture that enthuses employees to solve customer service issues and, importantly, empower them to take action without having to follow a rule book or refer up a chain of command. He says:

No company can train its front-end people to handle every situation, but you can strive to create an environment in which they feel at ease "doing as they would be done by."

The Reuters article is definitely worth a read. The two stories he tells would have almost certainly resulted in delighted customers.

Brand experiences like them drive loyalty and advocacy. A sure way to drive sustainable profitability.