According to a report by Visiongain, the value of the global Augmented Reality market was approximately $11 million in Q1 of 2011 whilst Juniper Research estimated the market at the close of 2010 to be $15 million. Despite the discrepancy in figures there is no denying that the future is bright for Augmented Reality. With broadband penetration increasing and improvement in Smartphone feature specifications, the Augmented Reality market could zoom from now until 2015. In fact, Juniper Research is estimating the market will approach close to $15 billion by 2015.
Whilst its use has been a little slow out of the blocks, Augmented Reality is starting to gain some traction amongst the marketing community in Australia. In 2011 we have seen higher uptake of AR than ever before with big brands experimenting in the space. This article details 3 great examples of how AR has been used to integrate online and offline activities to deliver a richer brand experience.
Coopers Clear AR Instant Win Promotion
At the beginning of the year Coopers’ Brewery launched a ‘Coopers Clear Cut’ campaign to mark the 1st year anniversary of the Coopers Clear product and to drive incremental beer sales.
Coopers took the traditional FMCG instant win promotional concept and transformed it by branding cases of Coopers Clear with special Augmented Reality codes. Using either a micro site or iPhone to scan the code, buyers were able to view possible prizes that they could win, in 3D, including diamonds, Coopers Summer Packs, and BigPond music downloads.
Outcome: Coopers received nearly 20,000 entries into the competition of which over 7,000 were from the iPhone app! The app was downloaded in excess of 2,000 times with the remainder of entries coming via web.
CommBank Brings Ads To Life With AR
CommBank was one of early adopters of Augmented Reality through the launch of their property app. The app provides consumers with past sales history, current property listings and recent sales, all of which are mapped on to a real world view through the iPhone’s camera
To date the app has achieved strong uptake with over 100,000 downloads however as consumers are still relatively new to AR, CommBank needed a way to recruit more users! Enter more AR stage right!
In March this year, CommBank launched AR print advertisements in mX and News Ltd newspapers. Using the iPhone to trigger 3D animations of a virtual town, CommBank illustrated the features of their property app to entice more consumers to download the app.
According to Ikon the use of AR in print gave CommBank the opportunity to enhance awareness of the property app amongst the Bank’s wider consumer base through innovative use of press.
In 2011 Kia took its Australian Open partnership to the next level with its broadcast partner Channel 7, by combining Augmented Reality with television advertising!
Through the use of AR, KIA brought a 3D animation of the KIA Optima from the television screen to a user’s mobile phone, enabling consumers to experience the cars features in a fun and interactive way!
Outcomes; The app received strong take up with over 11,000 iPhone downloads and over 5,000 downloads on Android devices.