Augmented Reality

Augmented Reality (or AR) means applying computer generated information and graphics onto a real world environment. Often the real world is the view through your smart phone’s camera and the digital elements can be anything from video and animation to 3d models, interactive buttons and infographics.

The most well known example of AR is probably the Pokemon Go game where players collect virtual creatures hidden in real locations, or Ikea’s Place app which allows customers to place virtual furniture in their own home to try it for size. But AR has a wide range of uses in everything from navigation and heads-up displays to neuro-surgery and Snapchat filters.

Although Augmented Reality has been around for a while now, a few recent developments have come together to bring this exciting technology within reach for many more of us to use. Leaps forward in Web AR mean that we can allow our users to access AR experiences through a web browser instead of having to install a specific app for the purpose, removing a big hurdle to user to take-up. Also an unexpected effect of the Covid pandemic has made many more consumers familiar with scanning QR codes to launch web apps for ordering food or venue check in, so when they see your QR code they’re more confident to access your content.

There are a wide choice of software tools now available to build AR experiences relatively quickly and cheaply, often based on commonly used languages like Javascript or even code free WYSIWYG options.

We’re particularly excited about AR because it’s a great fit for Direct Mail, it’s easy to include a QR code to launch the experience and printed literature makes an ideal tracking image to attach interactive content to. Here are just a few example uses we can think of:-

• Cinemas and Theatres: Turn a flyer or poster into an interactive display with video trailers and behind the scenes photo galleries.
• Galleries and Museums: Offer additonal in-depth background info to expand your exhibitions interactively, creating a richer visitor experience.
• Product Labelling: Take the opportunity to add further information about your brand which won’t fit within the confines of the label.
• Travel Industry: Add supplementary information to your travel brochures such as video based destination guides, weather updates or the latest travel advice.
• Charities and Fundraising: Use video to show givers how their money is being spent or infographics with live updates of funds raised.
• Membership Organisations: Build simple, fun games to engage your members and embed them right into your membership magzine.

We hope this short guide has inspired you to consider adding Augmented Reality to your marketing mix. If you’re interested and would like to know more we’d be happy to answer any questions you have – get in touch.