Plenty of retailers are using augmented reality (AR) in innovative ways. But not every brand has such an obvious use case. From Oreo to 7-Eleven, we’ve identified six brands using AR in more out-of-the-box ways.
Sephora shoppers virtually try on makeup, while Macy’s and IKEA allow consumers to transpose furniture into their homes. Plenty of retailers are using augmented reality (AR) in innovative ways. But not every brand has such an obvious use case.
From Oreo to 7-Eleven, we’ve identified six brands using AR in more out-of-the-box ways.
1. Oreo
The basics: Developed in partnership with Google, “The Great Oreo Cookie Quest” is a mobile game that asks players questions such as, “What puts hands on your wrist?” If you point your smartphone at a watch—the app determines accuracy with object-recognition technology—you’re awarded an AR Oreo cookie and points.
The benefits: One major obstacle brands have with AR is what fair-weather friends most consumers are to the apps they download. A retailer like Sephora has enough product variety, not to mention regular customers, that an app makes sense. But how many cookies does one person buy? Oreo looked to circumvent that challenge by capitalizing on how much people love AR scavenger hunts.
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6. 7-Eleven
The basics: 7-Eleven launched its first AR in-store experience to promote the upcoming Deadpool 2. Features include Deadpool guiding users around the store and a related selfie filter. There are also scannable codes that unlock in-store activities and loyalty points. Consumers can also win prizes such as movie tickets and a free trip to Las Vegas.
The benefits: Loyal customers are the best customers and piggybacking off the popularity of Deadpool, the ninth-highest grossest film of 2016, encourages people to download and engage with 7-Eleven’s app, which is essentially a loyalty program. 7-Eleven is small enough that there’s not much need for a tour, but Deadpool is likely a pretty amusing guide.
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Source: clickZ