Blippar: Augmented reality is bringing customer engagement to life

Blippar experts reveal new ways brands such as Coca-Cola, Maybelline and Pepsi are using AR to leverage customer engagement through interactive products

Augmented reality (AR) is no longer reserved for gamers and gimmicks, it has become a powerful marketing tool, offering the ability to literally reshape the way brands interact with, monitor and track customer engagement.

Speaking at Vivid Ideas in Sydney, Blippar’s strategic account director, Kate Russell, said the mobile phone has changed the way we interact with the physical world, from socialising, to playing games, shopping and communicating. The app developer leverages AR technology on the smartphone, tablet or wearable device, allowing consumers to scan and identify a product and transform it into a marketing touchpoint such as a game, cartoon, recipe book or even song list.

“Visual search and interactive print gives us an opportunity to bring together compelling stories, digital content and mobile engagement,” she said. “Augmented reality has a great wow effect, its ability to pop out and grab attention, tell a story and give us fun experiences is amazing. It’s really shaping the way we connect with the world. It enables brands to connect people with content and enables them to really deepen the conversation.”

By using AR and image recognition technologies, products gain a new dimension and become new and interactive marketing channels that actively engage with consumers, Russell said.

Pepsi, Coca-Cola, Milo, Heinz, Maybelline, Nestlé and Sunny Queen are just a few brands already using Blippar’s AR capabilities to drive customer engagement. The most successful campaigns have already achieved over 2 million interactions, with dwell times that far exceed any other digital medium.

Russell said when Coca-Cola engaged Blippar to create song lists in AR for its soda cans, it saw a 300 per cent increase in engagement compared to the previous campaign. Maybelline’s virtual nail polish testing campaign, meanwhile, not only drove customer social engagement, it also enabled the brand to identify the popular colours to manufacture and stock.

“It’s about expanding your existing user base and if you have a marketing issue, you can use interactivity to solve it in new and exciting ways,” Russell said.

While the visual is the most important of our primary senses, Blippar CEO, Ambarish Mitra, said it has traditionally been underused by marketers to engage customers effectively.

Read more: Shazam launches visual recognition content offering for brands

“We are by nature very visual creatures,” he said. “We learn, discover and create all the forms of cognition and learning through our eyes.”

As the camera becomes the most popular feature of the smartphone, Mitra predicted there will be mobile devices with operating systems primarily driven out of the camera.

“Because just like our eyes, the camera has become the primary sensor of the phone,” he explained. “Think about your interactions on Instagram, Facebook and Twitter: All these applications are so image-driven. An image is worth a thousand words and nothing will change that.”

And with the Internet of Things a billion times bigger than the Internet itself, Mitra claimed the future applications of AR will be even bigger.

“You can call be delusional, but mark my words, it’s about to happen,” he said. “The Internet is just a phenomenon and sometimes you have to forget the past to predict the future.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

brunson5862@mail.ru

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in