Let’s start with the basics.
What is augmented reality: an enhanced version of reality created by the use of technology to overlay digital information on an image of something being viewed through a device (such as a smartphone camera) – Webster Dictionary
How is it different from Virtual reality?
Virtual reality usually has a headset involved, and immerses you inside an experience, rather than overlaying it, as AR does through an app.
But why should you care?
- An interactive user experience – Allow your product, app, or ad to give a new use or cool buzzworthy interaction – Ex. Solar panel charger below
- An opportunity to show a different side of the brand – Provide the consumer with an opportunity to see the story behind the product they are buying with how each piece was made.
- Personalized experiences – Allow a customer to customize their product (see converse example below)
- Let a consumer try your product before purchasing it – Imagine if you’re a beauty or clothing brand and a consumer can see themselves wearing the product to see if they like it.
This all allows for a deeper connection with a brand.
Here’s the best part – AR allows brands to offer more to their consumers than ever before. It allows an opportunity for the consumers to use a medium they are already comfortable with (a camera or an app) on a greater level on how when and where they want to engage with a brand campaign, product, advertisement or the packaging.
Check out some cool examples below:
Haagan Daaz created an AR campaign where the consumer downloaded an appand then pointed the camera at the lid. “A symphony musician would appear in 3D on the lid and play you a song for about 2 minutes until the ice cream reached the correct temperature for consumption.” The user had a unique interaction while they waited for their favorite new ice cream flavor (with a lot more patience) and more satisfaction.
Nivea gave solar panels in their print advertisements for consumers to charge their phones. Imagine a young millennial reading their favorite magazine at the beach but running out of juice on their phone to snapchat to their friends? Nivea to the rescue.
This is not only useful, but it’s something people will definitely brag about and tell their friends.
Converse used AR to provide a cool experience on their sampler app – giving the consumer the keys to choose their favorite sneaker – point the phone at their feet – and bam, it’s on their foot (through the phone). They can see if it looks awesome, or awkward, or so good they have it buy it right then.
Why should your brand consider AR over VR? It’s an easier way to step into the land of virtual marketing and advertising. It doesn’t mean it’s better, it’s just a way to get your feet wet, without having to develop as much (typically).
And if your brand has the budget, and the marketing team to put the strategy behind it, give it a shot.
image source – http://www.augment.com/blog/3-consumer-giants-who-used-augmented-reality-for-retail/
Peach, a new social media platform by the founder of Vine, is being described as simple, GIF oriented, and a cross between Twitter, tumblr, and Slack according to the likes of Venturebeat and Mashable.
For consumers it’s a social network where they can say very little, and do more with actions through their phone.
Current conversations between users include GIFs, drawings, emoticons, emoticon actions, and more.
What’s the appeal of Peach?
Right now it’s new and shiny, and simple. You can express how you feel easily and visually. It’s another way to interact with your friends outside of text, but similar to it, so it’s close enough to normal behavior that’s it’s easy to adopt quickly.
Will it catch on like Snapchat did? Will it be a whole other beast? It’s hard to tell as it was just released but within a couple of months we’ll have a better idea.
The lessons so far are this…
When it comes to content, there are two trends with consumers:
- Quick, simple and visual – for those on the go, who want to consume what they want right away, share it if they like it, and move on. So for startups and fashion brands, this content is that of instagram, Pinterest, Periscope, and Snapchat. Allowing the consumer to get a quick story, an invite to an event, a view into a product line, or a quick peek at something coming up. And being able to like it, share it, and move on quickly is what they’re loving.
- Smart, insightful, and potentially more longer form – for those who want more information and want to learn more from their content. This is for when people have a little more time on their hands, such as a longer commute, an evening on their couch. For your brand this is great for blog posts, a youtube video, and launch content. This allows for a consumer to really dig into what the brand is about, a new campaign, a full look into a product line, or a recap of an event that they may have missed. And perhaps then signing up for the next one.
And now we wait to see what happens with Peach.
This post was originally written for Startup Fashion.
- View the trailer
- See movie times nearby
- Purchase tickets
- Share
- mobile savvy
- want instant consumption
- to meet and discover new people and experiences
Still have questions or not sure if your brand is the right fit? Ask us more in the comments below.
See this original full post on Socialnomics.
Layout, the latest standalone Instagram app (since Hyperlapse), has hit iOS. The app allows for users to easily collage your photos in unique and simple ways and then instantly share on Instagram and/or Facebook.
Instagram claims that it isn’t trying to create yet another collage app, but to create one that makes collages easier to make and more user friendly.
So what does this mean?
In short, it’s a new feature app that allows Instagram users (and photo takers) to have another tool in their “artistic” toolbox. The collages have some set parameters, but from there you can fiddle around and make your collage your own.
Having played around with it, appears to take some of the best features of other free apps such as PicStitch and combine them with ease of use, and a much friendlier user interface.
The Layout features to consider when creating your next collage:
- Ease of sorting through photos on your phone
- Adding multiple pictures at once to the collage
- Taking pictures for the collage instantly (in multiple succession)
- Unique grid options that aren’t just one size or shape
- Unique ability to shift and mirror the images for different viewpoints
Why it matters to consumers:
The app allows consumers to have more fun when taking photos to post. It allows them to post more photos at once and in turn create/make a story out of the moment they are sharing.
Why it matters to brands:
As consumers can share a more detailed story of their moments, so can brands. When it comes to events, product shots, new releases, and behind the scenes – Layout is a new tool to keep in mind. It will allow your brand to show different views of the same product at once versus sifting through multiple photos.
Read more on why it matters to brands on the full post at Startup Fashion.
Recently we talked about the live streaming app, Meerkat…but have you heard of Periscope? It is the latest in the live streaming trend that has appeared and it’s taking the brand marketing world by storm.
The questions we wonder as we evaluate Periscope:
- Is it a meerkat “killer” ?
- Is it better than meerkat?
- Which one should I, as a brand marketer – invest my time in?
- Do people care?
Is Periscope a Meerkat Killer: Maybe.
Periscope is a direct competitor and it was put out by Twitter. It allows for seamless integration with the popular social channel and way more brands and marketers have taken advantage. Currently you have big name early adopters such as Mountain Dew and DKNY and also emerging brand users like Nearly Naked Jewelry, who showed us a Behind the Scenes of a collaborative photo shoot they did with several other brands.
Is it Better? Yes. Why?
First, you can integrate your Twitter list automatically. In addition, Periscope has the ability to save and view videos later. They don’t disappear in that “snapchat” sense as in Meerkat. This allows for viewers who may not have been able to tune in directly during your event to watch a few minutes or hours later (up to 24 hours).
Which one should you invest in?
If you are geeky like some of us and want to know more on investing and why do people care… Check out the full post on Startup Fashion!