{"id":18440,"date":"2021-05-07T12:09:38","date_gmt":"2021-05-07T16:09:38","guid":{"rendered":"https:\/\/www.ceros.com\/inspire\/?p=18440"},"modified":"2021-10-05T14:59:08","modified_gmt":"2021-10-05T18:59:08","slug":"augmented-reality-marketing","status":"publish","type":"post","link":"https:\/\/www.ceros.com\/inspire\/originals\/augmented-reality-marketing\/","title":{"rendered":"Augmented Reality &#038; Marketing: 5 Brands Embracing Virtual Experiences"},"content":{"rendered":"<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>Burger King wants you to burn that McDonald\u2019s advertisement\u2014and they\u2019ll give you free food if you do it.<\/p>\n\n\n\n<p>But we\u2019re not talking <em>real<\/em> arson. The fast food giant recently ran a campaign in Brazil allowing customers who saw a McDonald\u2019s ad in the wild to \u201cburn\u201d it digitally. When the user opened the Burger King app and followed prompts to point their camera at the ad, augmented reality (AR) technology made the advertisement go up in flames, revealing a coupon code for a free Whopper.&nbsp;&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"BK - Burn That Ad\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/PGByvh25uE0?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/www.ceros.com\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>While augmented reality has long been of interest to all kinds of people and for all kinds of uses, the cost of the tech has been prohibitive. But as the price to execute AR drops\u2014from <a href=\"https:\/\/www.linkedin.com\/pulse\/price-augmented-reality-how-much-ar-costs-andrey-tymoshenko\/\">$300,000 to as low as $5,000<\/a>, in some cases\u2014and as 5G wireless starts to unlock the technology\u2019s potential, AR is ready for takeoff. Compared to <a href=\"https:\/\/www.ceros.com\/inspire\/originals\/extended-reality-virtual-reality-poly-sparkar-xavier-monney\/\">virtual reality<\/a> (VR), an all-encompassing experience that takes the user to an entirely new world, AR is less complicated to experience and produce. Technological overlays simply enhance a person\u2019s interaction with their existing environment, instead of entirely replacing it with a virtual one.<\/p>\n\n\n\n<p>And while AR applications date back to 2000, it&#8217;s only in the past five years that AR has gained any traction. In the mid-2010s, <em>Pok\u00e9mon GO<\/em> and Snapchat did much of the work to transform AR from niche to mainstream. AR has given Snapchat, in particular, the ability to cement its relationship with younger users who don\u2019t interact with brands in the same ways their parents do.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/lensstudio.snapchat.com\/\">According to averages from the brand<\/a>, over 75% of the Snap community engages with augmented reality to communicate, play, and learn every day. Other brands are taking a page out of that book\u2014Apple\u2019s new Clips app, a video creation tool akin to TikTok, allows users to scan a room with their camera to add AR effects (like falling confetti) to it.&nbsp;&nbsp;<\/p>\n\n\n\n<p>These are some of the innovative ways companies are using AR to increase engagement, sometimes (see Burger King) at the playful expense of their competition, with their audience across all platforms.<\/p>\n\n\n\n<h2><strong>New Experiences For Established Brands&nbsp;<\/strong><\/h2>\n\n\n\n<h3>Morton Salt<\/h3>\n\n\n\n<p>You might not think that a 173-year-old company that sells table salt would be a good candidate for an AR campaign, but when grocery store customers happened upon Morton\u2019s products, they were greeted by a mysterious QR code on the label. Once scanned by their phone cameras, dancing digital versions of the Morton Salt Girl and various fruits and vegetables appeared, each with a corresponding recipe for a new dish. The campaign, called \u201cErase Food Waste,\u201d was part of a strategy to get people to make better use of their leftovers, rather than throwing them out in a landfill.<\/p>\n\n\n\n<p>\u201cBecause our product is used for preservation, and it\u2019s an essential ingredient, there\u2019s a great tie to what salt can do for you as a cook but also .. make a positive impact,\u201d said Paul Jackiewicz, Morton\u2019s director of brand strategy and communications.<\/p>\n\n\n\n<h3>MF Doom<\/h3>\n\n\n\n<p>Artists, too, are getting in on the AR to give fans a new way to experience their work. Before he died in late 2020, MF Doom\u2014a rapper known for his iconic mask and supervillain personality\u2014partnered with NFT marketplace Illust Space to <a href=\"https:\/\/www.prnewswire.com\/news-releases\/mf-doom-announces-augmented-reality-blockchain-auction-301155011.html\">auction off AR masks signed <\/a>by the rapper himself. The masks came in a few unique styles, and he promoted the virtual masks on Instagram with a video showing them in iconic pop culture scenes.<\/p>\n\n\n\n<blockquote class=\"instagram-media\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/CGqWUValNVA\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"13\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"><div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/CGqWUValNVA\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\" rel=\"noopener\"> <div style=\" display: flex; flex-direction: row; align-items: center;\"> <div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div><\/div><\/div><div style=\"padding: 19% 0;\"><\/div> <div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewBox=\"0 0 60 60\" version=\"1.1\" xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div><div style=\"padding-top: 8px;\"> <div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\"> View this post on Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/p\/CGqWUValNVA\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\" rel=\"noopener\">A post shared by MF DOOM. ALL CAPS. (@mfdoom)<\/a><\/p><\/div><\/blockquote> <script async=\"\" src=\"\/\/www.instagram.com\/embed.js\"><\/script>\n\n\n\n<p>After Doom passed away, the limited-release masks became even more highly-coveted, and one of the augmented reality masks sold for the equivalent of $810,000 in the cryptocurrency Ethereum.<\/p>\n\n\n\n<h3>White Castle<\/h3>\n\n\n\n<p>The storied burger brand, which celebrated its 100th anniversary this past March, partnered with Coca-Cola to commemorate the occasion and embrace AR. A collection of anniversary-themed beverage cups had QR codes on the side, and when a guest scanned the code with their cell phone camera, the graphics on the cup came to life. Each cup tells a different part of White Castle\u2019s history.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Get a large limited edition augmented reality cup for only $1. Must order through Craver Nation, in the White Castle App. <a href=\"https:\/\/t.co\/7X8MPEJwHT\">https:\/\/t.co\/7X8MPEJwHT<\/a> <a href=\"https:\/\/t.co\/Hy5GTjWZEc\">pic.twitter.com\/Hy5GTjWZEc<\/a><\/p>&mdash; White Castle (@WhiteCastle) <a href=\"https:\/\/twitter.com\/WhiteCastle\/status\/1375140386767831040?ref_src=twsrc%5Etfw\">March 25, 2021<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>The Columbus, Ohio-based company hired a local artist named Bryan Moss to design the old-school artwork for the cups, as well as a large mural with a similar theme at the White Castle\u2019s headquarters. A perfect example of marketing during a pandemic, White Castle\u2019s strategy gives younger consumers the ability to engage with the brand in an immersive way that combines the physical and the digital while respecting social distancing guidelines.&nbsp;<\/p>\n\n\n\n<h3>Pizza Hut&nbsp;<\/h3>\n\n\n\n<p>In March, the pizza franchise jumped on the trend by designing several limited-edition boxes with a grid from the classic video game <em>Pac-Man<\/em> on the top panel. When the customer used their phone camera to scan a QR code on the side panel, they were brought to a site that allowed them to play the game with AR characters on the grid from the box.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">More pizza and PAC-MAN\u00ae, please. Order any $10 Tastemaker\u2122 to get your <a href=\"https:\/\/twitter.com\/hashtag\/PizzaHutARcade?src=hash&amp;ref_src=twsrc%5Etfw\">#PizzaHutARcade<\/a> box. <a href=\"https:\/\/t.co\/TaBGvhilFa\">pic.twitter.com\/TaBGvhilFa<\/a><\/p>&mdash; Pizza Hut (@pizzahut) <a href=\"https:\/\/twitter.com\/pizzahut\/status\/1374043242061254657?ref_src=twsrc%5Etfw\">March 22, 2021<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>Additionally, players that posted their game scores on Twitter were entered to win a <em>Pac-Man<\/em> game cabinet\u2014reusable cup full of quarters not included. <\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p><em><a href=\"http:\/\/www.sethkingwriter.com\/\">Seth King<\/a> is a writer and editor based in Boston.<\/em><\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<div class=\"myclass\">Brands are using augmented reality to bolster their marketing efforts with innovative, immersive experiences. 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