Advertising Landscape + Use Cases
the initial buzz around AR/VR settled down over the past few years, we examined
the state of AR/VR advertising today and how companies have used immersive
technology in their marketing.
We looked at over 30 campaigns from 2018 and 2019 to understand how brands were using immersive tech to meet their marketing objectives. Through this process, we have identified four key types of VR/AR marketing use cases. We dive into them below:
1. Brand Awareness
Companies have been using VR
and AR advertising as a way of increasing brand awareness and solidifying their
brand reputation. We’re seeing web-based interactive 360° game experiences, AR
filters on social media, and narrative storytelling dominate how brands
consider use immersive tech to increase their brand’s reach.
a. Sony Pictures: To promote its movie, “Escape Room”, Sony
Pictures created miniature 360 VR escape room puzzles for web users to enjoy. Using
rooms inspired by the movie, users solved puzzles to “escape” the virtual room.
b. Michael Kors (AR Filters): Michael Kors became the first company to
use Facebook’s new AR filter capabilities with its sunglass overlay AR filter on Facebook. A simple filter allowed users to
virtually try on their sunglasses. Here, simplicity was key, and it didn’t go
unrecognized. Kors won Mobile Marketer’s Campaign of the Year Award.
c. US Army: Institutions, such as the US Army, have
also used it in their recruitment efforts. In one of their most recent
campaigns, US Army used VR to combine personal stories with high
intensity missions that viewers need to complete, giving them a complete view
of what life as a US soldier is like. Using VR advertising, the Army was able
to create a personal recruiting campaign by humanizing their soldiers while
demonstrating the types of missions that the Army conducts.
2. Virtual Try-On
Whether its flying in the
newest model of a private jet or exploring the inner workings of a new hybrid
car, there are oftentimes certain sights or experiences that are impractical
for every potential consumer to see and have. Companies have addressed this
issue through VR and AR technology, allowing consumers to try on the brand’s
products in an easy to access way.
a. Textron Aviation: When Textron Aviation released their
first super midsize private jet, they had to convince new consumers to trust
their product but couldn’t afford to have every potential client physically
experience the aircraft in flight. Instead, they turned to VR technology to
have people experience the quietness of the flight, see the outside view of a
trip to Paris, and test out different interior designs of the plane. Cathay
Pacific also did this for their luxury lounges, which led to their highest-performing digital
campaign to date.
b. Toyota: Toyota recently used AR technology to allow
potential customers to “see” into their Toyota H-CR model (a hybrid vehicle) so
that they could understand how the hybrid engine worked and how energy passed
through from one part of the engine to another. And by clicking on “hotspot”
points, users could get detailed information about specific parts of the car,
such as the motor and the battery. Through this innovative use of AR
Toyota was able to both educate customers of the benefits of hybrid technology
while also marketing their own product at the same time.
3. Foot Traffic
With the rise of e-commerce,
physical stores and attractions have had an increasingly difficult time
attracting foot traffic. Brands are using increasingly using in-store immersive
experiences to delight customers and attract them to brick and mortar postings.
a. Foot Locker: The shoe store chain successful managed to
increase foot traffic when they used Snapchat’s AR technology to make in-store posters of LeBron James
in Nike gear come to life and dunk in an AR basketball hoop. The brand saw
tremendous success, with over two million views in just two days.
b. Arizona Rattlers: Sports teams have also found success with
creating unique AR experiences that fans could access inside of stadiums. By
putting “hotspots” around the stadium and surrounding areas, the Arizona
Rattlers created another compelling reason for fans to attend games. Other
teams, such as the Dallas Mavericks, have begun using giant AR advertisements
to promote their teams.
Brands have incorporated
immersive experiences into their product.
These exclusive AR features can only be unlocked through a QR code
printed on their products.
a. Miller Lite: For St. Patrick’s Day 2019, Miller Lite
created an AR leprechaun that would appear when users scanned the
Miller Lite logo on one of their cans. The leprechaun, donned in Miller-Lite
branded clothing, would then perform tricks, such as pulling out a Miller-Lite
can from its beard.
b. Pepsi: Similarly, Pepsi put a QR code on their bottles that would unlock
hundreds of AR Instagram filters and more for their summer 2019 campaign,
allowing for greater user interaction with their marketing.
Overall, this examination of
the VR/AR advertising landscape demonstrates that companies are beginning to
realize the power of this new technology to create unique and engaging
advertisements that transcends the typical advertisement status. These case
studies show that this technology has been a tried and proven method of
achieving and surpassing the level of traditional banner advertisement, and it
will continue to do so.