While QR codes can be embedded almost anywhere to act as a connector
between the physical world and the web, augmented reality codes are a lot like
QR Codes on steroids. Augmented reality (AR) is a term for a live direct or
indirect view of a physical real-world environment whose elements are augmented
by virtual computer-generated sensory input such as sound or graphics.
AR
codes are gaining traction in direct mail. A case in point is a Colorado skiing
destination that used AR to engage and entice young skiers and parents with a
special postcard promotion. AR is not virtual reality
but
it
projects existing visual or video information and adds additional layers of
computer-generated graphics, pattern recognition, and other visual effects
enabling you to see a digital world superimposed on the real one in 3D. A computer or cellphone
essentially become your eyes. In the skiing destination’s campaign, the slopes
leapt from a printed postcard. Users were directed to a special website and
asked to hold the postcard they received in the mail in front of a webcam. With
the symbol acting like key, virtual skiers experienced a 3-D ski lift, all
surrounded by the sounds of children laughing as they learned the ins and outs
of skiing down the mountains.
Imagine
the possibilities if you are marketing an action-oriented theme park, a surfing
vacation, real estate or even a university that wants to visually entice future
students by using the latest technology to promote their engineering and
technology curriculum. Insurance agents, financial service providers, legal and
medical professionals and other service providers could send out a postcard
with their photo along with a graphic image that could change with information,
like a billboard, each week using the same postcard. This could extend the
postcard’s life.
Augmented reality offers an entirely new avenue for direct mail, an
eye-catching and meaningful way to ensure that mail continues as a mainstay in
multichannel communications. Recently, a large discount retailer sent out an AR
mailer to promote its expanded grocery section. The mailer included a coupon
for soda that, when peeled off, revealed an AR code printed on the mailer. Used
with a webcam, the code activated a 3-D AR image of the retailers’ new grocery
aisles, all stocked with fresh food. A global auto manufacturer has used AR to
encourage virtual test drives of its vehicles. A German toymaker has combined
AR with its catalog to produce 3-D images of cars racing around tracks. AR captivates
and provides consumers with a reason to hold onto printed pieces which has a
better chance of leading them to the next step.
You experience a taste
of AR when you watch a televised football game. The yellow first down lines
aren’t painted on the field itself, but inserted digitally to enhance your
viewing experience. A Boeing researcher introduced AR in 1990. The movie Avatar
used AR in its integrated marketing campaign to launch with Avatar teamed with
Coke Zero. Movie fans could hold their Coke can with the Avatar symbol in front
of their webcams and interact with parts of the movie on a “visceral” level.
Tracking
isn’t a problem, since wherever a barcode is embedded on a printed piece; it
instantly opens the door to targeted tracking. AR creates a real-time
opportunity to monitor and adjust to consumer response in a fluid way whereby every
time you click; the marketer knows you clicked and can see it. The icing on the
AR marketing cake so to speak is clicks originated from a printed piece of
mail.
Cost
of AR is a caveat for smaller marketers and depends largely on its complexity.
Creating the necessary three-dimensional renderings can cost upwards of $10,000
but could cost much less in the future as technology evolves. Cost can be tied to customer engagement,
acquisition, and retention thanks to its measurability of the interactivity and
technology. If the numbers work and the medium directly align with your target
market, then executing an augmented reality campaign can both increase your
profits and establish your company as an innovation leader.
AR
today is like when e-mail and the internet were just beginning to catch on with
the general public. In the past, a lot of AR was done to create something cool
and new. More recently, companies began to realize it is more of a visual
innovation tool than a fad. While AR may entice consumers, nothing substitutes good
old-fashioned marketing principles. Consumers don’t have to buy what you offer,
no matter how much effort has gone into a campaign. And that means that AR will
not advance if user’s experience isn’t amazing. But if you can promise and more
importantly deliver a remarkable experience, AR codes could become a natural
progression from QR codes to the next big thing along with higher profits.
Think of AR as QR codes on steroids but legal and a creative, eye-catching way
to engage with your target market/s.
Are
you interested in using AR and/or QR codes in a cross-channel marketing
campaign that will be the envy of your competition? Let’s talk.