First it was the media market, now comes with a tempo augmented reality idea for a new brand campaign around the corner. Since Pokémon Go masses of players pulling in Germany on the road, even marketers rediscover the technology behind the game. The only question is: it involves a second hype wave, or Augmented Reality is finally reached the mainstream thanks Pokémon Go?
Tempo – The incredible Refreshment 2016
For the first major AR-wave would be complete without a hype been inconceivable product. It was Google that the technology thus also interesting made with his AR headset Google Glass a public issue and for marketers. By setting the Glass project it was promptly quiet about marketing concepts that took advantage of this technology. Completely disappeared Augmented Reality, however, is never. The best example is the “Magic Mirror”, with the SCA brand pace in Berlin’s Alexa shopping center for 16 days for their Towelettes “Tempo fresh to go” advertised. The designed by the Agency 3rock appearance the center, visitors could own reflection a waterfall, a whale splashed with water around, and a Yeti, the refreshed by his jump in a puddle viewers experience. Even Ikea has never waived in his catalog on the use of AR-links. In the latest catalog, which is distributed in these days with a circulation of 30 million copies, the user augmented reality can project them pieces of furniture in their real home. On the social media app Snapchat, a growing number of companies also use the AR-based filtering capability to promote their brands.
Nevertheless prevails among experts on this disagreement, how sustainable will be the new hype. Markus Braun, Head of reports of market research firm Yougov, believes in the success: “Pokémon Go is a good example of that augmented reality games for brands offer great potential The intelligent integration of such games in their own marketing strategy can help to. to increase customer frequency and increase sales. “
Much more defensively sound contrast, throughout the media market, although the dealer is in his current campaign just on the topic Augmented Reality and Pokémon Go. “The attention of Pokémon Go is certainly big, but it’s just a hype. Just as a trader you should therefore carefully consider how and to what extent you jump on this train. We do not believe that therefore sustainable customer experience can provide, “says a spokeswoman for the company.
This raises the question of how many companies are already ready today to invest money in experimental campaigns in order to test the real possibilities of the technology. for fight like Virtual Reality in marketing from the damage must, to the platform has Second Life presented, is the comeback of Augmented Reality inevitably to the unfulfilled expectations of the same two hype topics are measured: the supposed media revolution of Google Glass and the establishment of games as an advertising platform by Zynga
However Pokémon Go can already present the first marketing successes. in Japan scored McDonald’s as an official sponsor for launch in July a sales increase of 27 Percent. The teen positioned French furniture retailer But used the hype in its 200 stores for a promotion. Although he does not mention figures, but announces already a repetition – which tends to favor an achievement
Overall, augmented reality provides both brand managers and advertising creatives and the media before a strategic challenge:.
AR and trademarks: from a brand perspective Augmented Reality offers the chance to enrich the brand experience at point of sale and at events. It must be examined whether the achievable consumers to actually cover the information relevant for the brand audience. Everything done right has about Vodafone which currently advertises its high-speed networks and therefore Pokémon Go players who rely on powerful networks, invited in Dusseldorf at a virtual hunting trip in a nostalgic tram. However, the challenge remains, thereby solving of hype topics like Pokémon Go, where too many brands fight for attention.
AR and advertising design: media market demonstrates at its current prospectus that with AR an additional dimension of sharing information in a classic advertising campaign can be integrated. The challenge, however, is to make this additional information and emotional experience. Media market does this by combining its AR campaign with a special offer for Pokémon Go player. but would also be conceivable, own mini-games to present or to integrate AR photo filters in the style of Snapchat, use the well-known brand ambassadors or elements of an accompanying TV campaign. Here, a campaign must however always consider that they are not minimized by unnecessarily high technical demands on the smartphones their own coverage.
AR and the media: especially in the print media, it seemed a few years, as if augmented reality would have made it into the mass market. Large publishers such as Springer took advantage of the technology to enhance their multimedia magazines. The problem with this was the fact that AR with this strategy ultimately used as a QR code, and thus no recognizable value was created. An AR strategy that integrates the potential of the mobile web has to offer at present no major publisher. Here AR experts see great potential especially in travel and lifestyle titles whose content has a local value. That there is another way, shows the Carlsen publishing house, which integrated into the 20 volumes of his book World Leyo about AR additional secondary narrative levels in the print product. cam