How can augmented reality benefit the brand experience?

What does a business need to stand out in the market? Quality products and services, innovative ideas, good prices and reputation are still important requirements, of course! But today, the brand experience stands out among these requirements, especially for those who agree to go hand in hand with technology. And it is in this scenario that Augmented Reality (AR) has become a highlight.

Augmented reality: a powerhouse in the era of brand experiences 

As the Consumer Experience partner at the service provider KPMG, Augusto Puliti, said, brand experience has taken a central role in business strategies: “We are in the age of the consumer; he is the boss. (…) It is no longer about what companies know how to do, how they want to do or how they have worked until today. They need to act according to the needs of the customers.”. 

Following this logic, KPMG established, based on a survey conducted in 25 countries, six pillars that guide positive human interactions in brand experiences: integrity, resolution, expectations, time & effort, personalization and empathy. Not by chance, these are pillars that have been impacted by augmented reality technologies, after all, they help brands to integrate agile digital and physical strategies, as well as establish closer conversations with their audiences. 

All this because AR technologies offer interactive and immersive experiences, allowing the user to have a more active role in the dialogue with the brands. It looks like futuristic magic, but it has no secret: through cell phone cameras or special glasses, it is possible to superimpose virtual elements on the user’s reality, including exclusive products and content. Remember the fever of Pokémon Go, a game that allows you to find and face pokémons in real settings? The idea here is the same! 

But companies need to pay attention to one point: in these immersive experiences, the simpler the users’ interaction with the brands, the better. Therefore, it is important to choose resources that everyone has on their cell phones, to propose this type of strategy. After all, without accessibility and empathy, there is no technology that promotes enough connections! 

How to use augmented reality in engaging brand experiences? 

AR technologies bring a lot of features to create memorable brand experiences. In order to inspire your strategy, we will present business stories that are already doing well on this journey. Check it out! 

Transform the public’s view of your point of sale 

Given all the facilities brought by e-commerce, physical points of sale need to strengthen their differentials to become as attractive as virtual alternatives. For this, in addition to scenography resources and excellent service, brands can invest in augmented reality dynamics to bring their audiences to stores and provide advantageous brand experiences in these environments. 

A good example is the Extra supermarket chain, which, at Easter 2019, created the game “Find the Eggs”, in partnership with the Leo Burnett agency. In it, after downloading the app from the network’s loyalty club, users activated their cell phone camera to search for award-winning tags distributed by stores. When they found them, they got exclusive discounts. The result could not be better: in addition to the positive feedback from customers, the play initiative was awarded by Facebook. 

Talk to your audience’s reality 

As we said, one of the great advantages of AR technologies for brands is the possibility of getting closer to the public. This is because, in this type of strategy, companies literally need to put themselves in the lens of users to propose relevant content and immersive experiences. 

In May 2020, Nike launched the Cloud Air Max, an augmented reality digital platform with interactive content, to celebrate rap and funk. When users pointed their phones towards the sky, they saw two clouds: one unlocked the unreleased clip of “Não Sei Rezar” by the rapper from Minas Gerais, Djonga and the other gave access to the clip of “Quebra Tudo” by MC Soffia and NGKS. The initiative, in addition to promoting launches, sought to encourage the well-being of users, who were socially distant. 

Bring more convenience and fun to users 

Considering that augmented reality technologies can bring the products and contents of a brand closer to the user, Gucci used these resources to bring its disputed shoes to more feet … Or rather, for photos of its fans’ feet! In 2019, the brand launched, in the Gucci App, a feature that allowed users to “try” Ace sneakers. It was just to point the camera of the cell phone at the feet, to “wear” the sneakers.

In 2020, the brand bet on this strategy again, but this time, through a Snapchat filter. After trying out the available shoe models, the user had the possibility to access Gucci’s e-commerce – integrated with the filter – to purchase his favorite product. Simple as that, with just a few touches, keeping pace with fashionistas on duty. 

Augmented reality technologies have a lot to add for businesses that want to propose differentiated brand experiences. But for the strategy to work, it is important to dialogue with the users’ daily lives, proposing accessible dynamics and content that enhance interactions. Do you accept this challenge? Did you like our insights? Then follow Pande on Instagram, Facebook and Linkedin, to keep getting inspired!