While smart glasses are not consumer ready yet (still excited to get my Vision Pro next month) AR portals, viewed through personal devices, provide a level of authentic brand engagement and interactivity that brands need in 2024 - with no barrier to entry, and something for all ages to enjoy.
Last week (in Collaboration with Traffik ) our Cadbury Easter AR Portal experience went live to celebrate Easter. Visitors can completely immerse themselves in a Cadbury world, inspired by Cadbury chocolate easter eggs, Cadbury’s new paper packaging range and the Aussie backyard. Guests are invited to walk around the world to explore and discover hidden surprises such as Humpty Dumpty falling from the treehouse and breaking apart …chocolate beanies spilling from his insides, little speckled eggs in the birds nest etc before playing a timed Easter egg hunt game for the chance to win an instant prize.
These are my top 5 reasons for why AR portals are a great way to provide engaging and immersive brand experiences with measurable outcomes:
AR portals create an immersive and interactive experience delivering increased engagement by providing a novel and entertaining way for users to interact with a brand in a three dimensional space., Customers can view/experience/ try products virtually, or access exclusive content in a way that goes far beyond traditional advertising. There are opportunities to gamify the experience through exploration and discovery, as well as the addition of actual gameplay and a competition element. This heightened engagement can lead to longer interaction times, increased brand recall and leaves a lasting impression on consumers, fostering a stronger connection to the brand. This is especially important for Gen Z and Gen Alpha who do not respond to traditional advertising and who look for genuine connections and interactions.
Access to play is as simple as scanning a QR code on the users own mobile device - no platform log in’s required.
AR portals enable brands to deliver personalized and targeted marketing experiences. By tailoring AR content based on user preferences, behaviours, or demographics, brands can create a more relevant and compelling experience. This personalization can increase the effectiveness of marketing campaigns and contribute to building a stronger relationship between the brand and the consumer.
AR portals can provide valuable data insights and analytics for brands. By tracking user interactions within the AR environment, brands can gather information on user behaviour, preferences, and engagement patterns. This data can be used to refine marketing strategies, improve product offerings, and make data-driven decisions to enhance overall brand performance.
AR portals often have a shareable and social component. Users can capture and share their AR experiences on social media platforms, leading to increased visibility and virality. This user-generated content serves as organic promotion for the brand, reaching a wider audience through social networks. The shareability of AR portal experiences can amplify the brand's reach and contribute to a positive brand image.
But most of all, its lots of fun!
Explore the Cadbury Easter AR portal here:
https://cadbury.com.au/cadburyhuntstartshere/index.html
