Previously, when the internet was not popular, we could only watch ads while watching movies, TV shows, or traditional marketing methods such as banners, telesales, newspapers, etc.
Nowadays, it is easy to become “viral” thanks to social networking sites, that’s why companies and businesses are all looking to marketing through media. In order to take advantage of this powerful viral platform, Marketing has admitted AR as one of the most potent strategies.
Why Brands want to apply AR to marketing campaigns
1. Increase Interaction between Brands and Audience:
For mandatory promotional videos we often see on youtube, the video length is only about 5 seconds to 15 seconds. If it's too short, it will not make viewers remember the products. But if is too long, it will make audiences uncomfortable because they have to wait to watch the video. This does not ensure that the ads will be widely reached and it can decrease the user experience.
Meanwhile, AR Filters make audiences can control where and when to interact. The time for interacting is also longer than watching videos (AR filters have an average interaction time of 75 seconds) making it easy for users to notice and remember more about the brand. For example, with a filter that can change hair color, users will spend more time experiencing the filter than watching a video that they have no need for.
2. Easy to share to increase brand engagement
The youngsters, who are now too familiar with the word "filter", tend to interact with interesting and entertaining AR filters on social media. Instead of paying to promote the product, brands can get passive engagement from the audiences using social networks with AR Filter, economical and effective marketing methods. Moreover, the creativity and the message that the brands want to convey will help increasing Brand Awareness.
With the Story feature being very popular on all social networks, audiences can get the filter easier by tapping on the name of the filter that appears on the upper corner of the screen.
3. Creative and impressive
Only with a phone, users can interact with the brand by AR Filter anywhere, anytime. With bold ideas and extremely trendy brand advertising methods, AR Filter has opened an unprecedented technology-driven marketing era.
Not only performing fascinating 3D animation, but AR tech can also help audiences to enjoy interesting AR games with unique gameplay and appealing designs.
Which kinds of AR Brands can apply for marketing?
1. AR Image Tracking:
When the banners, movie posters, or invitation cards are too boring, Brands can apply AR Image Tracking to make them more vivid and fantastic.
A picture can show a thousand words, but an AR Filter can show the uniqueness of a thousand pictures.
Applying Image Tracking technology, Brands can produce 3D animation animated on a picture or AR Postcard. Users can enjoy interesting short animated movies or attractive 3D items right on their phones without having to download any supporting applications. In addition, using AR Image Tracking also helps brands become more professional and outstanding in the competitive market.
For example, with Tiktok Awards 2020 Invitation Card, users only need to use their phone to scan QR codes on the invitation card and experience the 3D golden trophy items with many impressive animations.
2. AR Try-on Filter
Cosmetics is one of the industries that applied AR for marketing success. They allow their customers to try products before buying online right on the phone.
When using the AR filter, users can freely choose the products they want to buy so that the system adjusts to the face, from which they can compare and choose beauty products that suit their style and face.
In 2016, cosmetics distribution brand Sephora also introduced a Virtual Artist feature into the brand's app, allowing customers to try on all of their makeup products without going to the store.
3. AR Game Filter:
To both increase Interaction and meet the entertainment needs of users, minigame genres are also integrated into these filters. Minigames are simple games combined with branded images deployed on websites and social networks. The combination has made a very creative form of marketing to increase brand awareness and conversion rates for brands.
In Vietnam, Marketing campaigns using AR Game Filter are gradually becoming popular and favored by many Brands. If you still think that game is only for active young people, let's take a look at the Marketing campaigns from brands with customers that are not just Gen Z!
AR Game Filter from Downy:
AR Interactive Filter from Nam A Bank: