Print/Mobile: Augmenting Reality
3. Invest in Your Content
For your AR campaign to truly take off, it must provide real value for consumers. Linking to a website or social media page is simply not enough—if they wanted to find you online, they'd just use Google. To truly connect with your users via augmented reality, the experience must be unique.
As the market becomes more saturated, it's imperative that your brand is committed to this practice right out of the gate. As we all know, first impressions mean everything. An uninspired AR campaign will eliminate any chance of repeat use by the consumer—and that's the last thing you want. It's not about a zombie popping up on your screen for three seconds, only to have nothing else happen afterward. Marketers must think past the "wow" experience and layer on robust features that allow consumers to further engage with the brand—whether that's allowing them to virtually try on products, receive a coupon code, enter into a sweepstakes, vote in a poll or play a free game, all of these will provide a compelling reason for your audience to stay glued to their phones. By providing a huge "wow" factor, coupled with full-blown features, they'll begin to associate your brand with must-see visual discovery experiences.
4. Refresh Content Regularly
This should go without saying, but you'd be surprised how many times we've seen good campaigns go stale. No one wants to see the same thing over and over, so be sure to up the ante by constantly refreshing your content. This is especially important if you've decided to make your company logo interactive, as it's an image that will stay with your brand for a long time. If you're always updating it with meaningful experiences that relate to timely events, upcoming holidays or cultural trends, users will want to scan your image and see what happens on a regular basis. You want consumers to associate your brand with trendy, hip, of-the-moment AR experiences so you can build buzz and drive additional interactions.