09 Nov 3 brand campaigns you wish you came up with
Augmented reality (AR) is a key component of many campaigns that make it into these monthly roundups.
As users increasingly enjoy and expect the depth of interaction AR provides, we’re seeing more and more brands testing the waters with the tech.
Actually, some test the waters. Others dive in headfirst. And by others, I mean the Dallas Mavericks.
The NBA team recently unveiled the world’s largest AR wallscape ever at the Downtown YMCA to mark the team’s first home game of the season.
At 68 feet x 193 feet, it’s kind of hard to miss the mural – which features star player Dennis Smith Jr.
Photo: Dallas Mavericks
But the size of the wallscape isn’t the only thing that makes it memorable.
Fans can visit Mavs’com/AR until the end of the year to access a Facebook filter – which, when held up to the wall, triggers an immersive experience.
To give you an idea of what it looks like, imagine the giant version of (already pretty tall) Smith Jr. flying through the air to execute a jaw-dropping, gravity-defying dunk.
Fans are encouraged to record their reactions and share on social using #mavsAR.
It doesn’t look like too many have been doing this so far, but here’s one for you to check out:
What’s notable about this campaign (aside from the record-breaking AR wallscape) is the investment in digital, brand awareness and creating a cool experience for fans.
Also, while it’s very local-focused, the digital connection means potential impact and reach is enhanced.
Having started with AR, this next campaign highlight takes things a step further.
If you haven’t heard of Mixed Reality (MR) don’t worry. It’s much less common than AR or VR, but in a way even more interesting.
Think of MR as the middle ground between AR and VR. While AR superimposes virtual objects onto your everyday view – and at the other end of the spectrum, VR transports you into an entirely virtual environment – MR does a bit of both.
With this tech, augmented elements are not just projected into your real-world view, but actually anchored to it. This means virtual objects are linked to IRL objects, creating a much stronger sense of realism.
Magic Leap is the company at the forefront of MR development. And this month it became the partner of homewear ecommerce brand Wayfair to produce Wayfair Spaces, the “first ever mixed reality commerce experience”.
Here’s how it works.
Step 1: users wear a Magic Leap One Creator Edition headset and virtually browse through a selection of professionally curated rooms.
Step 2: if they see a product they like, they can simply select it and drag it from the virtual room into their own actual living space.
Step 3: not only can they find out whether it looks as good as they hoped it would, but the headset also takes dimensions into account, meaning they can see if it will actually fit too.
It will all make so much more sense when you watch this:
Clearly this tech is not ready for mainstream just yet – the Magic Leap headset alone costs over $2,000. But for me, this is a glimpse into the future of digital retail – especially within certain product categories.
Homewear is actually the perfect example of a great fit for this tech.
Furniture tends to be fairly expensive and can be physically large – it’s a big commitment to buy something like a sofa for your house without knowing for sure how it will look/fit.
And although we’ve adapted to this because, well, we’ve had no other option – I can see a day where buying homewear without a virtual road test first will seem crazy.
“Hey Google, talk to ASOS.”
If you love shopping, fashion and ASOS – make sure you remember the five words above.
Why? Because that one sentence, when spoken to a Google Home smart speaker or Google Assistant app, will connect you to Enki, the ASOS shopping guide.
Enki will chat you through the newest products across six top womenswear and menswear categories and send the ones you’re interested in directly to your phone.
If you like what you see you can shop the items there and then.
Photo: The Current Daily
You can also message Enki on Facebook Messenger.
This is a really interesting one for me. We all know that voice assistants are going to play a role in future ecommerce – and while it could be a significant one, we don’t know yet exactly how the tech will fit into the broader mix of marketing.
While it makes sense that ASOS – and many other brands – are investing in this channel, it will be really interesting to see how receptive customers are.
Because when it comes to fashion, shoppers are so heavily influenced and reliant on visuals I wonder how many people will begin their buying spree without any at all.
On the other hand, I can see how convenient being able to say “I need a red dress, send me all the red dresses under £50 please” is. And convenience usually catches on.