In order to deliver unique brand experiences and to stay ahead of competitors, businesses need to find new ways to creatively engage customers. It is apparent now more than ever that creative adoption of digital can help to future proof a business by creating new ways to connect with prospective and existing clients.
Through our work with immersive developers and large organisations, we have had the pleasure of coming across some of the most innovative tech organisations who are leading the way in this area of brand engagement. They will be sharing their experiences of how brands can adopt immersive experiences at our upcoming Immersive for Brands Spotlight on 29 May, but you can learn more about them here:
Virtual Interactive Events with Animmersion
What can you do if you can’t showcase your product or service in person? Animmersion recently launched the Virtual Interactive Events Platform which enables brands to host custom, branded virtual meeting spaces in a secure, online 3D environment. Imagination is literally the limit within these rooms. This means that these meeting rooms could creatively be used to showcase or demo products, host virtual exhibition booths (or test plans for physical ones), and interact with staff or potential customers into a virtual or augmented reality environment.
VIE goes beyond ‘virtual backgrounds’ in video conferencing software and takes your clients or staff to an interactive, 3D world that is completely designed up to your brand code. Alongside an increase in engagement, this leads to better brand recall and the opportunity to develop unique emotional experiences. Furthermore, your brand representatives will be able to ‘tune into’ the interactive experience to engage with the client – giving them the best of both worlds.
Augmented Reality Demos with Fuzzy Logic
Another way to demo or showcase products is by using Augmented Reality and mobile phones. The great thing about this functionality is that it enables customers to customise and tailor the brand's product to their own preferences. For example, Fuzzy Logic developed an application with Weylandts Homewhich enabled customers to load pieces of furniture into their home environments, physically experiencing what the furniture would look like within their living rooms. This helped reduce customer buying anxiety and led to an increase in brand awareness and engagement.
Established in 2011, Fuzzy Logic has developed more than 70+ augmented reality solutions that have amassed over 3 million downloads worldwide. In 2013, the company was named Augmented Reality Developer of the Year in Europe and over the course of the past two years it has been nominated for a total of seven awards by AWE USA. These awards celebrate the best in augmented reality and virtual reality. Clients have included Cadbury, DrPepper Snapple Group, Microsoft, and Hyundai.
Informative or entertaining AR experiences with MAADIGITAL
MAADIGITAL is another great example of a company that specialises in augmented reality experiences. MAADIGITAL focuses both on how augmented reality can be used to entertain and to inform customers, and bases its designs on a ‘smart customer journey’. Understanding how AR fits within the customer journey is crucial to optimise an immersive experience, and determining whether AR is meant to persuade, inform, or create interest among potential customers is an important first step.
Two great projects that MAADigital has worked on includes work with the Great Exhibition of the North and Siemens. MAADigital’s project with the Great Exhibition of the North saw the company use AR to allow users to design, wear and socially share their very own wings, all on their own devices. This experience led to users feeling more positive about the company, directly improving brand reputation.
MAADIGITAL’s work with Siemens, on the other hand, focused on visualising more complex data in an interactive format. In order to help Siemens staff make better decisions regarding energy-efficiency, MAADIGITAL developed a 3D model of the Siemens campus using drones, highlighting energy usage and efficiency across buildings. This option is particularly useful when you need to persuade sceptical stakeholders with statistics and evidence.
Try out web-based AR experiences with Aircards
The final example we’d like to touch upon is Aircards, which specialises in the creation and deployment of web-based Augmented Reality marketing campaigns.
Web-based Augmented Reality campaigns are campaigns based on Web AR technology, which eliminates the need for mobile applications. This means that the user does not have to download an app to view the AR experience – it all takes place in the mobile web browser of any iOS or Android phone.
One of Aircards' most recent campaigns with Dell Technologies is a great example of their web-based Augmented Reality in action. The Web AR experience for Dell featured a 3D portal, which can be placed into the user's own environment. Once placed, the user can walk into the 3D portal entrance to view the immersive 360 video experience. Watch the experience for yourself: https://www.youtube.com/watch?v=DAk1aRgLbaQ
Aircards technology comes with an in-built analytics dashboard to measure clicks and engagement. With offices in both U.K. and the USA, Aircards has worked with major Fortune 500 companies such as Nationwide, Stanley Black & Decker, HPE, Deloitte & Thomson Reuters plus many more. Keep an eye out for Aircards’ new AR experience with Unilever brand Pot Noodle which will be going live for the public later this month (May 2020).
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