Waiting for QR Codes to gain wider consumer acceptance? Augmented Reality (AR) may be coming to the rescue! You may not remember your first QR Close Encounter, but chances are by Holiday 2011 you’ll likely recall where your First AR happened: Starbuck’s!
Starbucks is launching its first major augmented reality app this holiday season that will let customers animate their coffee cups with their smartphones. Android and iPhone users can download Starbuck’s Magic Cup App and go on a virtual holiday treasure hunt! Cups, coffee bags, in-store signage, and other hotspots hold secret gems to collect and unlock chances to win prizes.
Point your iPhone at a cup and your virtual world comes to life! Animated characters ride sleds or play games in winter wonderland scenes while snowflakes fall in front of your iphone screen. You’ll be smiling and playing along in no time! Might even find yourself sharing your virtual finds with friends on Facebook.
Starbucks is not alone. Nivea, Amazon, and others have put AR to the test with astounding results. Considering the marketing implications for teen-targeted brands? Adding the three-dimensional realm of what’s in front to you to a first-person shooter game could make for some pretty entertaining game play. Ball Invasion, an application for iPad 2 promises just that.
What does AR mean for advertisers? ROI. See that sports car hug turns on Highway 1. Watch Jack Sparrow swashbuckling his way into your living room. Build your own pizza with toppings floating around your office. Visit beach resorts from your board meeting, and book it on your phone! Picture your brand virtually coming to life nearby or in point of sale locations.
Our bet is on a Combo Plan: QR + AR.
Mobile Advertising will be key to AR discovery. Rich Media ads teasing consumers into immersive experiences. Engagement rates and time spent with your brand will see unprecedented success metrics. True mobile and local convergence!
So, where was your first AR? Come on, we won’t tell!
