Walgreens – Aisle411
Utilizing the Google developed Tango technology, Walgreens have been testing a customer loyalty app. The app can not only guide customers around the store, helping them find that elusive can of chick peas, but also direct them to promotions and help them clock up loyalty points.
Ray Ban – Virtual mirror
Closing the divide between high street shopping and online purchasing, Ray Ban launched the Virtual Mirror earlier this year. The app maps any shades of your choice onto your face, via your smart phones camera. Offering customers product interaction from without leaving their home.
Cover Girl – Beauty U
Traditionally make up has to be purchased before a customer can try it. However, Cover Girl’s new app aims to change that, much like Ray Ban’s virtual mirror, the app applies the make up digitally, giving customers a chance to see how the different colors compliment their skin tone and try different looks. The app links straight to their online store.
Top Shop – Virtual Fashion Show
At this years London Fashion Week, Top Shop offered lucky competition winners a chance to experience their much revered cat walk show, via a live 360 stream. The unique experience was an opportunity for the retailer to bridge the gap between the high end catwalk shows and the high street customer, making the perceived opulence of these ranges and events more attainable for the average consumer.
Northern Lighting
Via the Augment app, premium lighting manufacturer Northern Lighting, have turned their 2D catalogue into a virtual showroom. Customers can now see how their lights would look in situ, with the app linked back to their online store. Encouraging impulse buying from the app user.
Guinness Book of Records – Augmented Reality App
To help promote The Guinness World Records 2014, Guinness launched an Augmented Reality App. Which allowed the customer to integrate into the many records of the book, including having a photo with the worlds tallest man and seeing the view from the top of mount Everest. The app is a good example of how established brands can adapt to an ever changing market and add extra value for customers.
Pokemon Go
You can’t mention A.R. without mentioning Pokemon Go, the craze swept the world by storm earlier this year. The app works by inserting Pokemon into real world places via a smart phone camera, the user then has to collect these characters upon visiting their location. While it’s easy to dismiss this as just a game, it has generated revenue for not just Niantic (the games developers) but the sponsors too. Gyms, restaurants and shops have coughed up the funds to have Pokemon hiddenin their business’s, in the hope the footfall of these gamers will lead to impulses purchases.
Marriot – Get Teleported
This immersive 4D experience combined the Oculus Rift headsets with booths, that produce odors, mists and heat relevant to the location you are “transported” to. From exotic beaches to bustling metropolises, the experience allows customers to get a taste of location before visiting it.
Vespa – Scooter Advert
Vespa utilized it’s print advertisements to encourage customers to build their own customized scooter. The user simply scanned the page through an app on their smart phone, they could then change the colors to suit their personal tastes. Once this was done, the app would direct them to the nearest dealer to purchase their order. A neat gimmick to encourage the acquisition of a high end considered purchase.
Coke-a-cola – Magic
Coke-a-cola is a brand synonymous with the Christmas period. Last year they launched an app that mapped a number of festive interactions onto the real world. The really clever part is that they used the phones GPS system to guide people to the local stockists, encouraging them to discover more “hidden fun”, all they need to do it buy a coke and scan it on the their app.
REFERENCES
http://www.ray-ban.com/uk/virtual-mirror
https://www.youtube.com/watch?v=e445fCzR4Sw
http://www.convinceandconvert.com/mobile/how-pokemon-go-is-paving-the-way-for-business/
https://youtu.be/lUal_Lrhec0
http://www.creativeguerrillamarketing.com/augmented-reality/10-examples-augmented-reality-retail/
https://www.dacgroup.com/blog/augmented-reality-future-digital-marketing/
http://www.augment.com/portfolio-items/northern-lighting/
http://www.mustard-design.co.uk/projects/peppa-pig-app
http://www.mustard-design.co.uk/projects/guiness-app
https://www.searchenginejournal.com/6-brands-using-altered-reality-in-their-marketing-campaigns/172460/