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Augmented Reality, Virtual Reality

Augmenting The Reality of Your Brand

by Jason SiegelFebruary 10, 2011
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Combining visuals and a multisensory experience are an important part of advertising and marketing in our hyper connected world, so it is not surprising that so many companies have jumped on the augmented reality bandwagon, offering tools that visualize their products in a brilliant and memorable way. While some may say that A/R was simply a fad last year, 2011 will show that the fad is a “reality” for the long term. With web cams integrated into every Internet connected device, A/R is more and more compelling for marketers. From cereal boxes to packaging tools to advertising enhancements A/R is showing up everywhere.  B2B, B2C, and B2G marketers are all using the technology.  Below are some compelling uses of the technology. 

 

B2C Example – Topps Baseball Cards
Collectors who hold a special Topps 3D Live baseball card in front of a webcam will see a three-dimensional avatar of the player on the computer screen. Rotate the card and the figure rotates in full perspective.

B2B (or B2C Example) – United States Postal Service
The Virtual Box Simulator is a super clever use of the emerging technology that lets users compare the size of a desired shipable item they need sent to the size of boxes available from the postal service by seeing how well their item fits inside a box with transparency. Although not particularly high octane excitement, it does illustrate the practical use of A/R which is yet to be fully explored.  

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It’s exciting to see such a great technology for delivering great brand experiences for marketing and functional utility. In 2010 while working with Intel my company delivered an integrated campaign using Augmented Reality. Check it out below and the great complementary rap from our Arlington Rap friend GoRemy

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Frequently Asked Questions (FAQ)

How can augmented reality enhance brand recall?

AR engages multiple senses and creates memorable, interactive experiences. By letting users see products in context or manipulate 3D elements, it deepens understanding. That novelty, combined with utility, drives stronger encoding in memory. Well-designed AR becomes a signature moment in the customer journey.

What are some compelling AR use cases for consumers and businesses?

Consumer examples include collectible cards that spring to life or packaging that unlocks 3D product views. For B2B, practical tools like virtual box simulators show fit and scale before shipping. These experiences move beyond spectacle to solve real problems. When AR reduces friction, adoption and word of mouth follow.

Is AR still a fad or a durable marketing capability?

With cameras embedded in nearly every connected device, AR has staying power. Its value grows as experiences become easier to access and share without special hardware. Brands that pair AR with clear utility will see sustained returns. Fads fade; useful tools persist and mature.

What should we consider before launching an AR campaign?

Define the job to be done — education, trial, or post-purchase support — so the experience has purpose. Ensure performance across common devices and environments to avoid frustration. Integrate the AR moment with your broader creative and measurement plan. A great tactic still needs a story and KPIs to prove impact.

How do you keep AR from feeling gimmicky?

Anchor the interaction in a real customer task, not just visual flair. Use AR to shorten steps, clarify complexity, or deliver delight that reinforces your positioning. Measure outcomes like time-to-understand or assisted conversions, not just views. If it doesn’t add utility or meaning, rethink the concept.

Can AR help after the sale, too?

Yes — owners can use AR for setup, training, and troubleshooting with overlays that guide each step. This reduces support costs and increases satisfaction. It also creates ongoing touchpoints that deepen loyalty. Post-purchase value is often where AR proves its worth.