Augmented Reality? Really?

    AR is no new phenomenon. But has it really been used on smartphone successfully in marketing? Short answer is yes. Here’s how:

    Perhaps a great example of what AR is and how it’s been used is with Pokemon Go (and other games). Pokemon Go was massively popular a few years ago (but is still played) and allows users to find and interact with virtual Pokemon characters on their smartphones’ Pokemon Go app. The game integrates GPS technologies to identify players’ location and supply with game characters. Because it is a freemium model, it has attracted many players for free, but the game still has made billions.

    Museums have done great things with smartphone interactivity. One example is having QR codes beside displays which, when snapped, allow the users to interact in AR with the displays. Users see themselves, on their own smartphones, within the painting or the exhibit or in exhibit clothing.

    Snapchat filters (including sponsor filters, integrating with the phone camera) have allowed users to see themselves as a cartoon dog (or other options) in the Snapchat app and share the result (with sponsor logos displayed; free viral advertising).

    Brands such as L’Oreal and Gucci have apps which allow users to try on makeup and try on shoes and clothing, virtually, on their own smartphones before trying them on physically. Clothing stores coordinate these apps with in-store purchase or placement at changing rooms.

    Furniture, flooring and paint companies have apps allowing users to see their own home, with new decorating, before purchase (such as IKEA).

    So – good, practical uses of AR on smartphones for marketing purposes – try them out for yourself!

    (for partial source and more good examples of AR campaigns, see )