A look at some of the best AR and VR campaigns

Charlotte Bunker
By Charlotte BunkerCreative Copywriter
5 minutes to read

Following the craze of Pokémon Go, many brands are hopping on the ‘extended reality’ bus. With continual advancements in smartphone technology, these realities are becoming more and more accessible.

An increasing number of brands are incorporating virtual reality and augmented reality into marketing initiatives to create engaging and interactive experiences. Here are just some that caught our eye.

Experiencing the luxury of Etihad Airways

We may not all be able to afford the $32,000 price tag, but Etihad Airways opened the doors to its most luxurious suites through VR. Consumers were invited to join the likes of Nicole Kidman and take to the skies in style with a tour of the world’s largest plane. Equipped with top of the range in-flight entertainment and stunning cabin design, the YouTube used VR headsets to capture the true opulence exuded onboard.

As well as looking spectacular, the campaign helped increase revenue by 8 per cent and there was an overall uplift in referral traffic and click-through rates.

 

Giving back with Toms

Giving back is at the heart of Toms’ ethos. The philanthropic brand decided to provide consumers a first-hand insight into all the good it does. Installing VR viewing points in 30 stores, Toms answered the number one request from customers to go on a ‘shoe giving trip.’ The brand created a 360 degree video demonstrating what it’s like when it travels to Peru and the impact it has.

Aptly titled ‘Virtual Giving Trip’, the VR experience amplified the brand’s mission and values and reinforced the nature of the business while increasing sales.

 

A little to the left…

For those who struggle to envisage new furniture in their home, or find that all too often the measurements don’t match up, Ikea has the answer. After discovering that 14 per cent of consumers took home ill-fitting or out-of-place furniture, the Swedish interiors giant set about creating an AR app. Ikea has armed home owners with a tool that allows them to simulate how the furniture will look in their own households before they buy it.

The app has been downloaded roughly 8.5 million times already and has helped to reduce return rates. Ikea has provided the long-awaited answer which means the hours spent fiddling and getting angry with flat pack furniture won’t be a complete waste!

 

Step up your selfies

Selfies are a solid part of our culture and every day vocabulary and one of their pioneers has helped to make selfies that little bit more exciting. Snapchat has used augmented reality for a while, opening the platform up to brands to advertise in a fun and engaging way. Sponsored filters are forecast to reach 16 million daily users with a reported 58 per cent of students likely to purchase from a brand if they’re sent a coupon on Snapchat.

Companies can now provide consumers with more information than ever before. Context cards can be attached to a lens or filter which contains additional product information. Businesses will also be able to monitor the success of the post, as well as the number of people who viewed the ad. It would appear that this method of promotion is here to stay. Lionsgate is the first brand to run the new technology to promote the new film ‘Wonder’, so keep your eyes peeled!

 

Holidays in the sun?

VR holds great potential for travel companies. Which is why when Marriott Hotels created a campaign ‘teleporting’ consumers to various locations across the globe, it captured the attention of the media. Passers-by were urged to stand in a booth and put on a virtual headset and headphones. Immersed in a multi-dimensional experience with misting nozzles in the walls, heaters, scent dispensers and 1,000 watt amplifier, participants could be forgiven for thinking they’d travelled to an oasis.

Participants were encouraged to share their 100 second experience using #GetTeleported. Although the physical reach of the campaign was low, media coverage helped strengthen the brand and entice holidaymakers to book with Marriott.

 

The number of mobile virtual reality users is forecast to grow to more than 130 million, so there’s great potential for brands.

 

 

Does your business already use VR and AR, or will you soon be jumping on the bandwagon?

 

 

 

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Articles by Charlotte Bunker

Hi I'm Charlotte and I'm the resident Creative Copywriter.