Millions of users are engaging with and creating AR on a daily basis. What’s your AR Strategy?
Caption: In store AR activation promotes Apple’s multi-city ARt Walk tours
-
AR Already has Millions of Daily Active Users
From Snapchat to Instagram to independent artists and developers, the use, creation and engagement with augmented reality has become increasingly common. It’s already a part of our everyday lives and essential to how millions of people communicate with one another through core social channels.
Over the past few years, we’ve witnessed the evolution of cat and dog-eared selfies into digital overlays that augment our surroundings. Today’s audience is well-aware that the camera functions as a passport to fantastic new worlds. As the space has evolved, Millennials, GenZand younger digital natives have become accustomed to the introduction of new features. They actively learn how to use these tools and make their own experiences through social engagements, with many even launching full-time careers as lens makers or influencers.
In these past few months spent in lock-down due to COVID-19, AR engagement levels have skyrocketed as audiences look for new content, new ways to express themselves, and ways to connect with one another.
For example, Snapchat has seen a 37% increase in Lens AR Snaps sent during late March compared to late February, indicating that AR is in demand more than ever. When over 75% of a platform’s 229 million daily active users worldwide are engaging with AR on a daily basis, it indicates a clear opportunity to expand on and experiment with this type of content.
Enter WebAR, a game changing technology that offers instant, lightweight AR, accessible through the web, no app download required. WebAR draws the internet into three dimensions, allowing anyone to experience a new world of content directly from their browser.
2. As Users Flock, Big Tech Prioritizes AR
While AR initially gained traction as a selfie-filter, it’s quickly outgrown its origin story. The ability to access and interact with 3D content directly on the web is seeing increased interest and new use-cases as technology companies focus on building out the necessary infrastructure to experience AR at scale.
For example, in retail, customers want to try on clothing, accessories or makeup prior to ordering online. Users want to be able to view products from all angles by rotating 3D models. Offering AR features increases buying confidence, customer satisfaction, and brand fidelity.
Recognizing the value of these experiences, online retail platforms such as Shopify have introduced “ShopifyAR”, enabling customers to experience products with AR directly through the online store. Brands such as Magnolia, Bethesda Store, allbirds, Seinfeld and many more have already implemented ShopifyAR into their online stores.
ShopifyAR
In parallel, device manufacturers are building out an ecosystem of devices that can power even more advanced AR experiences. In March of this year, Apple introduced the new iPad Pro with an updated chip and camera to improve the ability of the device to scan its surroundings, place AR content and track the location of people. This camera upgrade included LIDAR — “Light Detection and Ranging”- that is used to detect objects and build 3D maps in near real-time.
iPad Pro’s LIDAR scanner
By focusing on the camera, Apple is making AR a key part of its apps and software stack. Its seamless network of devices, sleek design and intuitive user interface bundles all the necessary components for a more powerful internet to launch into the hands of a global audience. With this device ecosystem, AR will match the utility and ease of on-demand streaming services such as Netflix that have demonstrated an innate consumer preference for easily accessible content that can be experienced anywhere and at any time.
Asynchronous streaming video services supplanted linear TV by offering a more convenient user experience, and similarly, WebAR removes the friction of downloading standalone apps, enabling users to easily experience immersive content. The ability for WebAR experiences to be rapidly updated with lower production costs than a self-contained app, all contribute to the convenience factor for content creators and consumers alike.
3. AR Breathes New Life into Everyday Objects
The Ballad of Songbirds and Snakes
From billboard and bus shelter placements to DVD covers and even beer cans, Geenee has partnered with several brands to add an animated, digital layer to otherwise static objects. To date we’ve created experiences for pop culture favorites including It Chapter Two and Star Wars: Rise of Skywalker. By adding a new dimension to 2D content, Geenee unlocks new revenue opportunities by enabling consumer audiences to recognize, engage with, and shop the physical world around them.
Most recently, we partnered with agency Ignition Creative to bring the cover of the long-awaited Hunger Games prequel, The Ballad of Songbirds and Snakes, to life in AR. The campaign was launched to global fans who purchased a physical copy of the book, allowing them to literally experience the content in a novel way.
To activate the experience:
1. Pull up the trigger photo — this can be the actual cover of the book or an image of the book cover on a laptop computer or iPad.
2. Visit this link on your mobile device: https://songbirdsandsnakes.com/ar/us/
3. Scan the image (or book cover) with your mobile phone.
*If you’re looking at it on a laptop, lay the screen flat on the table for the correct effect.
4. Watch the magic happen.
Audience Reactions on Twitter
4. AR is Raising the Bar on Engagement Metrics
In our first article, we shared the WebAR campaign that we did with Warner Bros. as a part of the highly anticipated release of It Chapter Two. Warner Bros. wanted to leverage a 360 media campaign across digital, out-of-home, and social. Geenee’s image recognition engine powered It Two’s traditional 2D promotions, transforming them into mobile WebAR experiences. By scanning any It Two poster through https://www.it2.camera/, fans could explore bespoke content, trailers, and quick access to tickets and the movie trailer. The biggest surprise of all? If you missed it, you’ll have to check it out for yourself.
Caption: It Chapter Two WebAR campaign transformed traditional posters to shareable user generated content, ticket & trailer views and exclusive previews.
As we brought Warner Bros.’ audience into the dark world of Pennywise, we carefully tracked the results. The experience boasted a 49% completion rate, with 8% watching the trailer, 9% of users repeating the experience, and 6% opening the ticketing link. In contrast, successful conversion rates for marketing content averages at 2%.
AR is geared toward engaging audiences with quality content that delivers meaningful experiences, inspiring others to share results online with their social network.
Engagement can also be measured and delivered in many more ways, tailored to meet the needs of consumers. WebAR adds an animated, interactive layer to static ads, and can provide more information on a product, give an option to ‘try on’ makeup or accessories, offer virtual tours, facilitate buying decisions, and attract a wider audience of fans who may not be near a physical store location. By providing useful information and bespoke content, AR stimulates organic conversation by placing the user first..
5. AR Offers Value from the Moment of Consideration
With our growing audience of digital natives, engagement through the camera has become a global window that we share with one another. The connected camera is the most personalised form of advertising to date, and has the potential to provide unprecedented levels of value and utility directly to the consumer at the moment of consideration. By augmenting a layer of digital interactivity onto our physical surroundings, the camera has become a force multiplier to help us learn, discover and experience life in entirely new ways.
If you’re curious about building Augmented Reality for the web, drop us a line at contact(at)geenee.me.