24 Jun Unlock Your Brands Potential With Augmented Reality (AR)
Augmented Reality (AR) is an interactive experience of a real-world environment where objects and items in the real world are enhanced by computer-generated information.
AR is known for being integrated into platforms like Pokémon Go, or Snapchat where it appears in direct view of the existing environment. It adds elements such as videos, sounds and graphics. Various brands have been using this technology to their advantage, augmenting, and creating new unique experiences for their customers.
Types of AR
This type of AR requires a unique visual object such as QR codes or other distinctive signs, and a camera to scan it. After scanning the special object, the marker can initiate digital animations for the users.
This AR is location-based and usually utilizes a GPS, a compass, a gyroscope, and an accelerometer to help provide information on the user’s location. This information is then used by the program to determine what AR content you can find or receive in a specific area.
One example of projection-based AR can be found in sci-fi movies like Star Wars, where artificial light is projected onto a solid surface. At the time, it can detect interaction with it and respond accordingly.
In this form of AR, object recognition plays a vital role as it replaces the original view with either a fully or partially augmented reality. One such example is that of the IKEA catalogue application where allows users to virtually place furniture in their rooms.
So, why AR?
AR can be implemented in a variety of ways. Overall, AR, unlike Virtual Reality (VR), doesn’t require a headset. Instead, AR can also be either on mobile or a stand-alone kiosk. Depending on what a brand is trying to achieve, AR can be adapted to fit best what a brand wants.
For an example of AR on mobile in the local context would be the Music Run by AIA’s interactive AR.
Infinity Core designed a mobile app which was deployed for both iOS and Android where runners scanned AR markers placed around the route at The Music Run that let runners point, snap an “insta-worthy” photograph through the application, and share it via Social Media. There was also a competition held to see who was able to find the most markers to snap and share! Find out more about the project here.
An example of a Stand-alone AR kiosk in a local context is the Heineken 0.0 Social Bar for the Singapore Grand Prix F1 night race.
The project was a unique interactive, experiential installation for Heineken Singapore in conjunction with the SGP F1 Night Race. A AR 3D suit photo booth was designed and installed on-site for users to interact. When users approached the photo booth, a 3D suit was superimposed onto them, making them feel like real F1 drivers! They were then prompted to make a pose to have their photo taken. After, they were able to decorate the photo with different Heineken themed emoji and stickers and even have their photo printed out as souvenirs! Find out more about the project here.
It gives users a higher sense of ownership. Consumers are more likely to feel a closer relationship with a product when they are given the time to engage and interact with a digital model of it, as compared to a static 2D image.
In 2019, ASOS launched an experimental feature called Virtual Catwalk, and the application is a new way to allow consumers to see products in real life, helping them view products in their own surroundings. The feature allows customers to see products on models of various models, allowing them to get a better idea of how products might fit their body shape.
To start, users point their smartphone cameras at a suitable surface and click the “AR” button in their application. Models will appear on their smartphone and give users a new and intimate way of viewing the available products, giving potential customers the chance to interact and engage with the brand. Users who are interested in a product after viewing can instantly add it to their shopping cart and purchase from wherever they are.
AR can help consumers preview and test products. Customers can preview a wide assortment of colour and style differences of a product through AR. One such example of this being done by a brand is Gucci.
To allow users to have the chance to get a feel of what a pair of Gucci’s looked like to potential customers.
Through the feature, Gucci allows its customers the opportunity to virtually try on their famed Ace sneakers all from the comforts of their own homes using their mobile phones. Those interested in buying the shoes don’t have to wait in lines at the Gucci Boutiques to buy a pair as the application is linked to their website, allowing buyers to make their purchases online.
AR gives a new depth to the storytelling. By using AR, people will be able to become part of a story, through this, they will be able to form a personal experience with the brand, thereby creating a more personal connection between the brand and potential consumers.
For the AIA Family Fest 2019, Infinity Core designed and developed an insta-worthy AR social wall experience that gives families and friends a meaningful and wonderful time.
The social wall merged physical and digital activities and created a way to bring out the AIA spirit and brand awareness. The social wall contained a digital world where families came and coloured their own version of the AIA family mascot and “populated” the digital world full of animated colourful and personalised mascots. It provided a space for children to use their creativity alongside the guidance of their parents. Copies of the drawings were also saved into a database for social media and emailing purposes. Find out more about the project here.
All in all, AR is more than just a novelty; it is evolving into being a driving force in sales and meeting. By using AR, businesses will be able to improve and upgrade the experience that they can offer their customers—leading to improved brand recognition, business opportunities and sales.
What to know more about AR? Or have an idea that your brand wants to implement using AR? Feel free to drop us an email at email@example.com.
Want to know more about AR projects that we have done? Visit our website at https://infinitycore.sg/.