Sometimes it’s just not enough to run a simple PPC campaign. Bigger brands want more, and they understand that to engage with people you, well, literally have to engage with them. Cue in interactive and augmented reality advertising. This form of advertising allows the user to actually engage with the ad. With these types of ads, things get personal and you are directly creating a relationship with the user.
Interactive advertising allows a user to interact with the ad rather than just clicking on a link. The goal is to create engagement with the user before driving them to conversion – or perhaps there is no specific conversion at all, but rather an opportunity to connect with the customer. Augmented reality (while probably not as popular considering its cost and effort) allows a user to bring the ad to life in 3D with their mobile device. Putting in the budget and effort for digital campaigns like these are worth it when you are advertising or launching something major.
This type of advertising is limitless, which creates a unique campaign for the brand. If you’ve segmented your audience correctly, you can create a successful viral campaign.
Here are some examples of some very cool interactive and augmented advertising campaigns:
What the brand wanted its customers to know about their ice cream was that it was not meant to be eaten immediately after being taken out of the freezer. So, they created an augmented reality campaign where the customer was asked to download an app to their Smartphone and point the camera at the lid. A symphony musician would appear in 3D on the lid and play you a song for about 2 minutes until the ice cream reached the correct temperature for consumption. When different ice cream containers were added, different musicians would play together in a symphony.
Sprite wanted to drive users to their SnapChat profile. They added SnapChat codes to Sprite cans in Brazil. When the code was scanned it would lead the users to celebrities and well-known stars of the country to their Sprite-related story on Snapchat. The campaign was viewed 2.3 million times within 2 days. Sprite’s audience in Brazil is very young, which gave the brand a very impressionable and a highly targeted audience.
Kate Spade knows exactly who their audience is. They featured actress, Anna Kendrick in a video series, one of which where she is locked out of her home and proceeds to try on the Kate Spade items she has purchased while she waits for a locksmith. At the end of the video shoppers can buy the items Anna tried on from a shoppable tie-in at the bottom of the video, which is touch screen enabled (where applicable of course.) Users can click on the items and save them. When they’re done ‘window shopping’ they can purchase the item they have saved.
Nivea Sunscreen Promotion
This campaign was great because it segmented its audience to provide valuable advertising for the correct demographic, which is amazing. For the mom’s who are concerned about their children at the beach, the print ad asked them to download their app and attach a wristband (provided in the ad) to their child’s wrist. When their child wandered too far the app on their phone would alert them.
For the younger demographic more interested in sunning and enjoying the beach with their friends, Nivea provided solar panels in their print ads so people could charge their phones while at the beach or sunning by the pool with their friends.
Ads like these give the audience something to talk about and creates buzz around the brand. They’re obviously for much larger-based marketing budgets but they certainly do the trick. If executed and targeted properly they can go viral and get all the top ad blogs talking about your campaign. What they are appreciated for is the connection they create with their audience. It’s emotional and it gives the brand character.