Popularized by Pokémon Gb, the augmented reality special interest brands. Who already use it to reassure the customer, give him ideas, improve the impact of their communications...
in 2016, the year of augmented reality? From a technical point of view, no: it's been several years that this technology (not to be confused with virtual reality) is the point. But the incredible success of Pokémon Go has finally allowed Mr. All-the-world, provided he has a smartphone, to appropriate this tool which adds a layer of additional information that it has under the eyes. The trademarks, some of which are not private surfing on the phenomenon, are beginning to integrate virtual reality in their marketing arsenal. Examples.
L'oréal: try before you buy
First interest of virtual reality: realizing this would be the product in (almost) true. It is this that offers Ikea for three years, integrating via the screen of the smartphone the furniture you want in your interior. Even more amazingly, the app l'oréal's Makeup Genius allows you to apply makeup virtually in two time, three movements: to photograph his face, scanning the makeup product wanted, to observe the result... and buy if one is satisfied. A way that is apparently effective in overcoming barriers to purchase: the application has passed the 20 million download.
Heinz: ideas from the packaging
"Inspired" by the barge when offering a product, hardly surprising in itself: this is the idea behind the module of augmented reality, the famous american brand of ketchup. By scanning the small bottle is red, the mobile application refers to a recipe book, interactive (lasagnes bolognaises or cottage pie, a sort of shepherd's pie anglo-saxon). By adding the opportunity to participate in a competition to win the necessary to cook, Heinz has made a beautiful address file...
Amazon: bite the customers... in the rays of the other
originally Developed as a service by the giant of e-commerce, and now integrated into its mobile application, Flow is an innovation that is typical of Amazon: not necessarily pat-on-the eye, but devilishly effective. And obviously designed to carve out new croupières to traditional distributors. What is the principle? You locate a product (randomly, on the shelves of a competitor of the firm of Jeff Bezos), you are shooting via the Amazon application. Who recognizes it and you in details the content... not to mention you propose to add it to your shopping cart.
Burton: to conclude, after the mailing
Effective and impacting, the mailing traditional remains a weapon of choice for advertisers, especially in the trade sector. Problem: there is a limited room. The message is so concise, the assortment of products presented limited... Unless, as the brand of clothing Burton, we associate the augmented reality. By "flashing" his last mailing, the 420 000 recipients could view on the screen of their smartphone even more products with new combinations of colors and assortments... And of course, go up with the purchase on the mobile site of the brand.
Lego: full of stories in catalogue
Past master in the art of using the social networks, the world's number one toy it does not neglect the marketing tools, the most traditional. Starting with its catalog, dutifully horny by generations of children... and on which the Danish manufacturer has found a way to make them spend even more time: through the magic of augmented reality, dozens of products covered by the camera of a smartphone or a tablet seem to emerge from the pages and play small skits, animated.
Nike customize its product
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To be well in his sneakers, make sure that they were really to his taste: it is the principle of the customization service NikeID, launched by the sports equipment in 2009. But with dozens of possible options, the client can quickly feel lost. Hence the idea of the service thought of with the French start-up Smartpixels, and tested in its shop on the Champs-Élysées in Paris: retro-projected on a real pair of sneakers white, the precise image of the shoe configured by the customer on a tablet allows him to realize, more accurately than on a screen, the final render. And, therefore, ordering "his" Nike more and more relaxed.