How Brands are Using Augmented Media to Transform the Stakeholder Experience

Case Study

What happens when emerging technologies intersect with well-executed digital marketing strategies?

The stakeholder experience (SX) becomes more entertaining, participatory, and engaging.

Augmented media transforms one-dimensional stakeholder experiences into multi-dimensional, immersive ones to foster deeper interactions with a brand’s target audience. Companies integrate augmented media into their digital marketing strategies to create immersive and interactive experiences for prospects and existing stakeholders. Here are some popular augmented media techniques.

Augmented Reality (AR) Experiences

Brands develop mobile applications or use existing AR platforms to create interactive AR experiences. These experiences can involve overlaying digital content, such as 3D objects, animations, or information, onto the real world through a smartphone camera. For example, a cosmetic brand might develop an AR app that allows users to virtually try on makeup products or see how furniture would look in their homes.

Virtual Reality (VR) Campaigns

Brands leverage VR technology to transport users into virtual environments that are entirely computer-generated. VR headsets provide a fully immersive experience, allowing brands to create engaging narratives and scenarios. For instance, a travel agency might develop a VR experience that takes users on a virtual tour of exotic destinations, giving them a taste of the experience before booking.

Mixed Reality (MR) Marketing

Mixed reality combines elements of both AR and VR, allowing users to interact with virtual content in the real world. Brands can use MR to create interactive product demonstrations, virtual showrooms, or gamified experiences. For instance, a car manufacturer might use MR to let customers explore and customize virtual car models using hand gestures.

Social Media Filters and Lenses

Brands collaborate with social media platforms like Snapchat, Instagram, and Facebook to create AR filters and lenses. These filters can be applied to users’ selfies or videos, allowing them to engage with branded content in a fun and shareable way. It can include branded effects, animations, or interactive elements to promote products or campaigns.

Interactive Product Packaging

Brands can integrate augmented media into their product packaging by using QR codes or markers that, when scanned with a mobile device, trigger AR experiences. This could include product demonstrations, additional information, or interactive games, enhancing the user’s engagement with the brand.

Virtual Try-On and Fitting Rooms

In the retail industry, brands are incorporating AR and VR technologies to provide virtual try-on experiences. Customers can virtually try on clothes, accessories, or even furniture, reducing the need for physical samples and enhancing the overall shopping experience.

Immersive Advertising

Brands are exploring immersive advertising formats, where AR and VR technologies are used to create captivating and memorable ad campaigns. These campaigns can involve interactive storytelling, gamification, or unique branded experiences that leave a lasting impression on the audience.

Examples of Brands Using Augmented Media

Today’s successful brands are incorporating augmented media to differentiate themselves from the competition, create memorable experiences, and engage their target audience in new and exciting ways. Here are some examples.

IKEA, the Swedish furniture retailer, developed an AR app called IKEA Place. The app utilizes augmented reality to allow users to virtually place true-to-scale 3D models of IKEA furniture in their homes. This enables customers to visualize how furniture would look and fit in their spaces before making a purchase. The app has been well-received and has significantly improved the shopping experience for customers.

In collaboration with Snapchat, Nike launched an AR advertising campaign to promote its Air Jordan III Tinker shoes. Snapchat users could use the app’s AR lens to see a life-sized, interactive 3D model of the shoes in their physical environment. The campaign resulted in high user engagement, increased brand awareness, and a boost in sales for the Air Jordan III Tinker collection.

Sephora, the beauty retailer, introduced an AR feature within their mobile app called Virtual Artist. The feature allows users to try on virtual makeup products, including lipstick, eyeshadow, and foundation, using their smartphone cameras. Users can see how different products look on their own faces and make informed purchasing decisions. This AR integration has not only enhanced customer engagement but also led to increased app usage and sales for Sephora.

Volkswagen used innovative AR to enable potential customers to experience their electric vehicle, the VW ID.3. They developed an app to use their smartphones to view a life-sized virtual model of the car. Users can walk around the vehicle, open the doors, and explore the interior, providing a realistic and interactive preview. This AR experience effectively showcased the features of the VW ID.3 and helped generate excitement and interest among potential buyers.