Using Augmented Reality As Part Of An Integrated Marketing Communications Strategy
The popularity of mobile phones, particularly smartphones, as well as tablets, are of course on the rise and along with that popularity comes a rise in the use of augmented reality technologies. Here's one example of using augmented reality as part on an overall integrated marketing communications strategy.
When you're a company that's been in business since 1919 and continue to thrive not only on a local scale but on the the global stage as well, you're more than likely doing things the right way. And that means, among many, many things, you stay up to date on the latest technology breakthroughs, you keep apprised of ways to keep your customers happy and loyal and to make their experience with you as convenient as possible.
The global grocery and general merchandise retailer Tesco is just such a company. Based in the UK, Tesco is the world's 2nd largest retailer after Wal-Mart in terms of profit and has retail locations in 14 countries.
With the global economy being what it is, Tesco created a new marketing and advertising campaign called the "Big Price Drop" in which they would lower the prices on over 3,000 products in their stores. To promote the "Big Price Drop" Tesco created a series of ads across a spectrum of channels from TV to Radio to OOH (Out Of Home), outdoor and digital. True integration at its finest. But, they didn't stop there. Using Blippar, a free app that offers virtual and interactive content via image recognition technology, Tesco created an augmented reality print campaign to appear in local newspapers. Those who download the app can hold it up to a print advertisement for Tesco and the augmented reality allows them to access information about the ‘Big Price Drop,’ nearby store locations and recipe ideas.
This is an absolutely brilliant use of augmented reality, again, as part of an overall integrated marketing communucations strategy.
So, Is Augmented Reality The Future Of Retail Marketing?
Back in May I wrote a post with that very title and I shared some examples of fantastic uses of augmented reality in the retail marketing space. However, the examples I shared back in May showed use of augmented reality at the physical retail location where the Tesco campaign puts augmented reality to use right in your home.
As for augmented reality in general and whether or not you should consider using it as part of your overall integrated marketing communication strategy, I invite you to read something I wrote for iMedia Connection back in August titled The pros and cons of augmented reality. I lay out at a high level some of the "buyer bewares" if you will when it comes to augmented reality plus I provide three examples of ways augmented reality can benefit all marketers. Whether you're a B2B marketer or a B2C marketer, augmented reality is a sensational way to bring your products and services to your customers via something they are already using - their mobile phone and tablets!
So, what are your thoughts on augmented reality? Have you used it as part of your advertising and marketing strategy? Have you considered using it?