2023 saw brands tear up the marketing rulebook, and leverage extended reality (XR) which included augmented reality (AR)and virtual reality (VR) in their marketing campaigns. The AR advertising market is projected to experience a compound annual growth rate (CAGR 2023-2028) of 11.00%, leading to a market volume of $7.5 billion by 2028, as per market research firm Statista.
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As 2023 nears an end, BrandWagon Online takes a look at some of the AR ad campaigns of this year. It is to be noted that BrandWagon Online doesn’t claim any kind of sequencing for the campaign. The campaigns quoted below are based on observation and industry trends:
Johnson’s Baby launched an AR initiative which allowed mothers to explore its baby products’ ingredients. Accessible at specific retail outlets in India, the AR experience provided real-time insights into product compositions. India led the global market in experiencing this campaign, offering parents a ‘transparent’ view of Johnson’s Baby products. This move marked a shift toward ingredient awareness, empowering consumers with the correct information.
Coca Cola’s AR greeting cards and ‘grab Coca-Cola zero sugar’ AR campaign
This Diwali, Coca-Cola infused AI into art to spark a pixelated revolution with OpenAI’s DALL-E and GPT-4, which conjured personalised AR wish cards. With this the beverage brand has tried to blend traditional symbols such as diyas, rangoli, besides Indian auto rickshaws, in the campaign.
The brand also launched a ‘free Coca-Cola zero sugar using AR’ campaign in the UK. People scanned QR codes on screens with mobile devices, loading an AR experience to virtually ‘grab’ a digital beverage bottle. They received a coupon redeemable at Tesco for a free bottle of Coca-Cola Zero Sugar.
Toyota’s ‘Says So Much’ AR campaign
In 2023, Toyota stepped into the AR arena with the ‘Says So Much’ campaign. A departure from conventional car buying, the campaign offered potential Toyota Crown buyers a QR-driven AR experience. Launched at the beginning of 2023, the campaign allows users to witness a 3D rendering of a new car in their surroundings, altering colours and permitting virtual test drives. This move seems to reflect the automotive industry’s digital evolution by providing consumers with an interactive way to explore a vehicle before making a purchase decision.
BookMyShow’s AR mural
BookMyShow introduced AR-enabled mural for musician and singer Ed Sheeran’s “+ – = ÷ x” tour in India. The use of AR transcends the conventional concert buildup. The AR integration allows fans to engage with Ed Sheeran’s musical journey before the live event in 2024. Through this immersive experience, boundaries between the virtual and the real worlds have been blurred, offering fans a perspective on the artist’s journey.
Britannia’s ‘1947% More History’ campaign
Britannia’s ‘1947% More History’ campaign employed AR this year on product packs of brands such as Britannia Breads, Good Day, Marie Gold, Milk Bikis, and Winkin’ Cow beverages. By visiting the website, consumers can experience living history through AR, offering an interactive and engaging platform to listen to the stories of India’s last living freedom fighters. Britannia leveraged this technology to bridge the gap between historical narratives and contemporary consumer products, creating an AR experience on this year’s Independence Day.
Papa John and Netspend’s AR eGift campaign
Papa Johns and Netspend dunked into marketing with an AR eGift campaign. No applications, and no VR headsets, all one has to do is just point their phone at a bill and score a free $10 Papa John’s pizza. The campaign shows how AR can be accessible and engaging.
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