The Vision Thing

Augmented reality is still relatively unexplored, but it is reaching a tipping point, predicts Matt Pluckrose.

Many of us were very unfamiliar with augmented reality (AR) until Nintendo launched Pokémon Go to the world in 2016.

The app soon had millions of kids and adults chasing animated prey in the real world via the GPS in their smartphones. So, has AR gone on to inspire our sector?

It seems the answer is ‘not yet’. Over the past ten years, we have seen that marketers can be slow to adopt the latest gadgets, software and technology, with many choosing to watch and wait and see if a passing fad is here to stay or not?

What is AR?

Augmented reality enhances your perception, of reality, offering enriched experiences or situations.

It is related to a concept called computer-mediated reality, in which a view of reality is modified by a computer. With the help of advanced AR technology, the information about the surrounding real world of the user becomes interactive.

Information about the environment and its objects are overlaid on the real world. Originally, immersive AR experiences were used in entertainment and game businesses, but now other industries are also getting interested about AR’s possibilities, for example in knowledge sharing, educating, managing the information flood and organising distant meetings.

AR and promotional campaigns

The AR experience enables the marketer to communicate in a ‘live’ way with the target market via video, 3D graphics and other calls to action.

It can assist a promotional product that could be generally rather flat and uninspiring, such as a coaster, badge, power bank or lanyard, to come to life and tell a story or push the consumer to a video message to deliver an interactive message.

Brands are already using it in campaigns, including Tesco, Disney, Lacoste, New Look, BMW Z4, TOPPS trading cards, and BIC.

This market is forecast to top $150 billion by 2020. AR is starting to be offered by innovators in our sector and has the capacity to deliver a message in a modern and interactive way.

Staying ahead of the game is key in today’s competitive markets.

Why not offer to add extra value to your client on their next promotional product and open their eyes to a new digital age?


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