Augmented Reality(AR) in the Marketing World

Augmented Reality

The new kid on the block 

In our day-to-day lives, we may overlook the rapid developments of technology. Since the turn of the century, our lives have changed drastically with countless new devices and systems. Even in the world of marketing, modern technology has been implemented and used to significant effect.  

With an ever-growing list of companies vying for your precious attention and, more importantly, your money, marketers have turned to the latest innovations for help. Today, the shiniest tool in a shed is Augmented Reality (AR).

Augmented Reality

AR in marketing

AR in marketing brings endless possibilities and solutions to a wide range of industries. These benefits are countless, especially for creative brands that choose to use this frontier technology in attracting and engaging their target audience. With the ease of application, AR can demonstrate to potential customers how to make full use of specific products and services without spending time on user manuals.

AR technology has been used on particular social media such as Instagram and Pinterest. On those platforms, brands can use the AR filter feature to showcase their product. But when brands want to start their AR campaign on Instagram for example, they need a particular strategy, so they can reach their goal.

Furthermore, AR creates a semblance of ownership of the product for its users before they purchase it. It enables users to see how they would look in a t-shirt or a pair of pants through their smartphone or laptop screen without having to be in the physical store itself. 

This process is already occurring with brands like Ikea enabling AR technology in their app whereby users can place pieces of furniture in their room to gain a better feel for how the product would fit.

With AR now being possible on virtually all web browsers, the entry barriers for users are incredibly low. They do not need to purchase expensive equipment or have the deep technical know-how. All a user requires is their smartphone’s camera, and they are ready to step into the world of AR.

AR in Pizza

The explosive growth in AR-capable devices has revolutionized how companies can promote their customers’ goods and services. The latest example of that would be Pizza Hut’s brand new campaign dubbed “Newstalgia”. Pizza Hut has launched its new brand campaign to bring back nostalgic memories to its customers. 

They partnered with PAC-MAN to offer a limited-edition PAC-MAN box, which features an augmented reality version of the iconic game printed directly on the packaging that fans can play using their smartphones. 

To participate, one must order a large pizza from Pizza Hut. First, they need to scan the QR code on the limited-edition PAC-MAN box and play the retro Augmented Reality (AR) PAC-MAN game. Next, to enter the competition, follow the instructions on their mobile device to share their score with @PizzaHut on Twitter using #PizzaHutARcade #Sweepstakes. Making it all the more tempting, regardless of your high score, you have a chance to win if you shared it.

This is just the latest example of companies employing cutting-edge AR technologies in their marketing campaigns. In 2014, Pepsi installed AR technology in a London bus stop, making it seem like a lion, UFOs, flying saucers, or other objects were headed straight for Londoners.

 This illustrated Pepsi’s playful personality and left the audience with a memorable and fun experience. Through this campaign, Pepsi demonstrated that they thoroughly understood their audience by trusting them to appreciate the demonstration and thus created excitement around the brand.

Where is AR Marketing in Singapore?

Right now, you may be thinking, AR sounds fantastic, but it is not very popular in Singapore. That’s true. Companies in Singapore, albeit creative, have still not completely embraced the use of technology in their advertising and marketing campaigns. Sure, there are countless creative and memorable marketing campaigns like, for example, Shopee Singapore introducing Phua Chu Kang as their brand ambassador in 2020.

 However, we have not yet seen marketing campaigns like that of Pizza Hut’s Newstalgia. Currently, one of the rare uses of AR is at NUS’s Lee Kong Chian Museum, where they have blended this technology into part of their museum where stories are shown through AR. 

That being said, the change could soon be on the horizon. With the implementation of AR growing easier and cheaper day by day, Singaporean companies could soon be joining the bandwagon. 

How you may ask. 

AR technology in marketing tends to be personal and engaging. In Singapore’s case, our companies would probably integrate it into something that’s part of our daily lives. 

With companies doing their best for viral content generation, AR could be a means to this end. Local companies could create an exceptional AR experience for the user that could be easily spread on social media. These experiences are highly personalized by helping users add virtual objects to their faces or environment. Doesn’t that sound like fun? Imagine being able to visualize Bubble Tea falling from the sky when you are stuck at the bus stop waiting for the rain to stop. 

Future of AR

AR technologies in marketing and advertising continue to develop along with technological infrastructure. Companies will continue to adopt AR into their marketing efforts to provide potential customers with an immersive experience and feel of their goods and services. With the potential to dominate in E-Commerce, companies striving to improve their digital marketing will hopefully one day introduce this mode of advertising to Singapore, enabling us to view the world in a new dimension.

 

Building Brand Awareness With A Branding Consultant For Your Business

Building Brand Awareness With A Branding Consultant For Your

Building Brand Awareness With A Branding Consultant For Your Business

When you buy a particular item or use a particular service, have you ever realized that sometimes you mention the brand name instead of the name of the product or service? For instance, when people tell others to search for something on the internet, most likely people will say “Google it” instead of “use the search engine”. That is the result of brand awareness. The repeated consumption from customers caused them to become a brand loyalist and unconsciously, they start mentioning the brand name instead of the item name.

Brand awareness is a concept that represents a familiar feeling for a particular brand that the audience or consumers have, and how they will recognize the brand. The more popular a brand, the higher the brand awareness will be. For example, we are popular “Apple People” or “Apple Community”. It is not a group of people who likes to eat apples but rather, brand loyalists of the telecommunications company, Apple.

Sometimes, the familiar feeling can include all things related to the brand, and not just the brand name or brand logo. Even while the concept may be quite abstract, brand awareness is one of the essential elements for your business, especially when you work on the branding process. Brand awareness can create trust in consumers, and it can be obtained when these consumers have already bonded with your particular product.

Let Me Google That For You / LMGTFY | Know Your Meme

Let me Google that for you

Brand awareness also creates an association when people talk about specific actions. Like the example given, people mostly mention Google when asked to find something on the internet. On the other hand, brand awareness also grows a brand’s value, which is usually determined by the experience of your customers when using your product.

Brand awareness is the result of the brand recognition process. Although these two terms are often confused, they are not the same. While brand awareness is associated with the consumers’ feeling about the brand, brand recognition involves human five senses: sight, hearing, smell, taste, and touch.

To get awareness from the customers, brands need to get recognized first by the public and more specifically, by the target audience. The audience will then start to recognize a brand or product when those brands are doing something that attracts attention from the public, which is part of the branding and marketing process. At the end of the process, brand awareness amongst customers will grow.

Even if your business is already running and recognized by people, brand awareness is something that you need to build and maintain to keep your business going. And to maintain it, it requires a perfect branding strategy.

You can hire someone to work on your branding process and strategy, but when you start your business, it is hard to find an expert who understands what your business needs for the branding process and procedure.

A branding consultant might be a concrete solution to the problem. Branding consultants can help businesses not only successfully sell their product, but on grooming audiences to become brand loyalists through specific strategies. Branding consultants assist in developing and implementing procedures, not only in the marketing phase but can also be involved in the product design process and public relations messages.

With brand consultancy as one of the services, we at MIU are more than ready to help your business get recognized and cultivate brand awareness amongst your customers. As a branding agency in Singapore, we believe every brand has a story to tell, and we help brands showcase their stories and win their customers’ hearts with it. With soulful content and creativity, we bring brands to life.