What is AR marketing

AR marketing (augmented reality marketing) means using augmented reality in brand communication: the viewer's phone shows digital content on a real object, for example a video on a flyer or a 3D model of a product on a table. With WebAR it works in the browser, with no app, so the campaign reaches a wide audience.

What brands use AR for

  • Printed materials brought to life — catalogues, flyers and posters with a video and a buy button.
  • Interactive packaging — instructions, a recipe, the story of the product, a contest or a game.
  • Seasonal campaigns — company holiday cards and invitations with recorded greetings.
  • Events and trade shows — a product presentation at the stand and lead capture.
  • Sports and sponsorship — tickets, programmes and merchandise with content from the club or sponsor.
  • E-commerce — a 3D product and a jump to the shop.

How to plan an AR campaign

  1. Goal — awareness, sales, contact or loyalty? The goal decides what the viewer should do after watching.
  2. Material — which medium gets the most contact with the audience: packaging, a flyer in the parcel, a poster, a catalogue?
  3. Content — a short video, animation or 3D that makes sense on this particular material.
  4. Entry point — a visible QR code and one sentence of instructions on the material.
  5. Next step — a button: buy, call, sign up, share.
  6. Measurement — launches, views and clicks, ideally split by version of the material.

How to measure AR marketing results

A WebAR campaign shows the number of launches, content views, engagement time and button clicks. Different versions of the material (for example a flyer in the parcel and a poster in a shop) can have separate codes, so it is easy to compare which medium works better. We describe the details in our guide to measuring campaigns.

Examples from the Runvido portfolio

Runvido has brought materials to life for x-kom (welcome flyers with a personal video), PKO BP, Coca-Cola, Porsche, CANAL+ and Colliers, among others. Those earlier projects used a mobile app; we design new campaigns in WebAR, with no app. You will find the descriptions in the case studies section.

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