How can you cost effectively create a 360 media campaign that leverages existing print, video and digital media across all social media platforms and websites to connect with global audiences in any space or time?
WebAR makes this all possible. The spatial web enables new immersive dimensions of marketing potential by digitally connecting people, spaces, products and multimedia assets through interactive experiences. Achieving product awareness, education, and buzzy PR are hallmarks of the Web 2.0 world. Now, commercial success in the Web 3.0 digital age is measured by efficient sales conversions driven through multifaceted brand experiences.
1. Create a Memorable Experience
The first task of creative marketing teams is to develop content that engages the target audience at scale. This means capturing their attention and translating excitement into shares on social media for even greater reach.
WebAR is optimized for social engagement and organic sharing. Given the open nature of the web, a “take photo or video” button allows your audience to capture their moment and post fun and entertaining branded experiences.
Being in-the-know is a powerful motivator. Exclusive Web AR content elevates interest and encourages active audience engagement. Storytelling that includes original content tied to popular characters and branded intellectual property (IP) resonates with fans and performs especially well online.
Image credit: Geenee Inc.
For example, Warner Bros. applied WebAR for the release of the film It Chapter Two, allowing fans to explore unique content, view trailers, and easily buy tickets. Activating the front facing camera at the startling moment when the horrifying “It” clown virtually appeared behind you, captured a surprise selfie that 91% of users saved to their camera roll!
By focusing on photo opportunities and social sharing, our WebAR activation successfully raised awareness for the film release and inspired grassroots sharing, user generated content, and ticket sales.
2. Make Discovery Interactive
We all enjoy discovering quality content from music to shows and clothing brands. WebAR enables a discovery experience that delivers useful information in the right context, at the right time, to help people discover what they were searching for.
This year, we partnered with digital marketing agency Pretty Big Monster and Walt Disney Studios to launch a 360 degree interactive Star Wars: The Rise of Skywalker WebAR experience, which was powered by Geenee’s advanced image recognition (IR) software. By scanning any print or digital image of the Star Wars: The Rise of Skywalker poster or online thumbnail, users were launched into space where they could interact with virtual targets to lock-in on trailers, memorabilia purchases, galleries, character files, fun activities, and learn film facts.
This WebAR experience educated audiences about the upcoming film release in a fun and entertaining way, in contrast to the more passive media promotions online and out of home. The activation empowered people to interact with content that matched their unique interests, and develop a personal connection to the brand.
3. Drive Sales
The goal of marketing is to create a customer, and WebAR is a medium that consistently delivers a return on ad spend. In Q1 2020, L’Oréal earned a 20% increase in eCommerce sales through Augmented Reality try-ons for make-up and hair color. You can read more about this and other conversion success stories in our latest article How AR will Redefine Marketing Benchmarks.
As demonstrated by our work with Warner Bros. and Walt Disney Studios, WebAR makes it possible to tailor experiences around client’s KPIs by allowing users to buy tickets and products. WebAR activations provide opportunities to subscribe, find directions to nearby retail locations, purchase music, and deep-link to e-commerce with call to actions (CTA’s) integrated within multi-sensory experiences. The result is higher ROI on your product marketing campaigns.
4. Reduce Costs
A common obstacle to deploying AR marketing is budget and time to develop. WebAR solves both, by delivering a lightweight, easy to create, publish and share experiences across all media platforms. Users activate AR experiences by simply clicking a URL link, significantly reducing the friction and abandonment of downloading an app. Without requiring costly app development, marketers can now quickly build and deploy WebAR experiences to fuel organic user generated content, and reduce customer acquisition costs.
Companies like Apple, Shopify, and Google are investing heavily in AR, making it even easier to implement consumer and eCommerce experiences. Recently, Google announced the roll-out of Swirl, which makes it possible to display AR and 360 advertisements in search, another way to stand out from the masses.
As a result of the established AR ecosystem, WebAR is easy to implement as a low cost and high impact solution.
5. Create PR Opportunities
Even as WebAR is being adopted by global users, we are only on the cusp of discovering and deploying experiences that showcase its full potential. As WebAR enables these personalized and shareable spatial experiences, this fuels organic sharing and media opportunities. Advertising is becoming more personal, with higher expectations from consumers and the media, and running an AR campaign with the right tools and experience can deliver to your audiences like never before.
In our next article, we will be looking at AR for good, and how WebAR can be used as a platform for raising awareness through experiential content with context.