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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

What does it take to be an innovation leader?

To thrive in an increasingly complex and unpredictable new world, organisations will need to innovate, and leaders will require the necessary skills to do so. Here,

Evette Cordy

Co-founder, Agents of Spring

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

it is very informative and quality of the Furniture NZ i liked it and share on my wall

EveGreen

How Fantastic Furniture is making omni-channel retailing a reality

Read more

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

An article largely re-purposed from things other people have said 5+ years ago – what's more, they said it better.

hogwash

The purpose of purpose - Brand science - CMO Australia

Read more

talking about the 4 p's:https://www.tripleclicks.co...

kigoma divin

The purpose of purpose - Brand science - CMO Australia

Read more

Interesting blog, good information is provided regarding Design Thinking For Business Strategy. Was very useful, thanks for sharing the b...

Tanya Sharma

Is design thinking the answer for the next generation of marketing?

Read more

Latest Podcast

More podcasts

Sign in