Consumers, like technology, are getting increasingly intelligent. That’s why engaging them isn’t enough; you must also exceed their expectations. This is why augmented reality (AR) and virtual reality (VR) should be included in your marketing efforts. Let’s look at what each term means, some examples of successful brands, and whether small firms may participate.
What’s Virtual Reality?
Virtual reality removes your senses of sight and hearing and replaces them with a computer-generated environment. You may be sent to a tennis court to face your digital opponent, or you could be transferred to a mythical land complete with dragons and elves. Virtual reality immerses you in 360-degree and three-dimensional space, making you feel as if you’re in another realm. You can travel around virtual reality experiences and manipulate objects with your hands in many cases.
Technology is used to overlay (or augment) sounds, pictures, and text on top of the real world. You’re not traveling to another universe; rather, you’re taking elements of it into your own. While virtual reality usually necessitates the use of a headset, augmented reality may be experienced by just holding up your phone while browsing through apps.
Virtual and Augmented Reality in Marketing
This year, the economic effect of virtual and augmented reality is expected to be $29.5 billion. Why? Because they allow customers to get up and personal with your product or service, they provide luxuriant, immersive, and interactive user experiences. Virtual and augmented reality, when applied effectively, can boost buyer awareness, provide better personalization, and speed up the purchasing process.
Case studies in marketing that utilize virtual reality
TOMS Shoes
TOMS is a shoe brand best known for donating a pair of shoes to a child in need for every pair of shoes purchased by a client. By using virtual reality in their marketing plan, they were able to improve on their “One for one” motto.
Viewers of the TOMS Virtual Giving Trip were taken on a 4-minute virtual reality journey to Peru by the TOMS team in a film chronicling a visit to a school where new shoes were on their way. TOMS created this experience at their retail stores and trunk shows, and it was a huge success since it successfully appealed to the audience’s emotions.
TopShop
We can’t forget about the TopShop VR catwalk experience while we’re on the subject of fashion. When is the last time you sat front and center at a high-profile fashion show? Then take a backstage tour to watch all of the action and meet the celebrities?
It’s unlikely, which is why TopShop’s campaign was so fantastic. They used specially designed Oculus Rift VR headsets to capture the fashion show in real-time from a front-row seat. Visitors to the TopShop store were then able to watch the performance on demand.
The World of an Oreo Cookie 360°
Here’s a fascinating illustration of how virtual reality can allow you to express yourself. Oreo let visitors into its “Wonder Vault,” a place where its cookie flavors are created, using Google’s Cardboard headset. To learn how their Filled Cupcake flavored Oreos are made, you go through milk rivers, chocolate mountains, and life-sized Oreos. It’s a lighthearted ad that worked well as a public awareness campaign for a new product introduction.
Marketing Case Studies Using Augmented Reality
Ikea
While home designing is enjoyable and enjoyable in theory, it is far from simple. You’ll need to get out the tape measure and mentally tire yourself by imagining how different pieces of furniture would appear in your home. This is no longer a concern thanks to augmented reality.
You can peruse through Ikea’s catalog of over 2,000 pieces, hold up your phone, and then use the camera to put digital furniture around your home with an app called Ikea Place. You can even see what a fold-out sofa looks like when it’s turned into a bed.
AMC Theaters
As previously stated, consumers are more sophisticated than ever before, which means they’ve gotten more demanding and want access to information as soon as feasible. That’s why AMC Theaters made care to integrate augmented reality aspects in its app. When someone sees a movie poster, they can open the app, scan it, and learn everything they need to know about the film, including release dates, trailers, and cast members. They can even buy tickets and reserve seats if the movie has already been released.
Sephora
Since 2016, Sephora’s “Virtual Artist” tool has been the centerpiece of the company’s app, and it is still one of the most well-known examples of augmented reality in the beauty business. Instead of seeing how specific furnishings would look in your home, this app allows users to see how they would look with various beauty items. You can experiment with lipstick, eye shadow overlays, and much more.
Augmented and virtual reality for small businesses
After determining that augmented reality and virtual reality can enhance the consumer experience, you’re ready to include them in your marketing plans. These solutions, however, can be costly – 3D modeling and app development are unlikely to fit into a small business’s budget.
So, on a modest scale, how do you work with augmented and virtual reality?
First, look into custom solutions; you might find that some are more economical than you think. It is possible to build cost-effective solutions with the appropriate plan. Aside from that, it’s the simplest to start using augmented reality ways. Consider the following suggestions:
Add augmented reality functionality to your standard business card. You may include buttons to SMS or phone, as well as a pop-up movie showcasing your goods.
Instead of adding the feature or establishing your own app, sell your product via an existing augmented reality app.