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How augmented reality can engage your customers

Are you using augmented reality, or AR as it’s known in the tech world, to engage your customers? AR isn’t just the latest marketing catchphrase. It’s actually been around since the early ’90s and is being used by major brands like Nestle, Muscle Milk and Benetton to interact with customers around the world. These brands have designed AR marketing campaigns that direct users to take something from the real-world and experience it online.

For example, in 2010, Muscle Milk used AR in a marketing campaign with basketball great Shaquille O’Neal. When consumers purchased certain bottles of Muscle Milk imprinted with a code or “marker” and held it up to a webcam, it triggered an experience where the bottle came to life. Consumers were greeted by O’Neal popping out of the cap right in front of their eyes. After O’Neal delivered his Muscle Milk message, he jumped right back into the cap and off the screen.

AT&T recently created a unique AR soccer game to engage their customers via a Web banner placed on the site. In the game, a user could play soccer with a team right from their computer screen. By hitting a “Click to Play” button on the banner, consumers with webcams were placed directly into a seemingly live soccer game. They could move their heads to “head-in” balls and score goals.

Sounds amazing, right? But how can your small business use AR to help you attract new customers? To find out, BizBytes sat down with Matthew Szymczyk, CEO of Zugara, a Los Angeles-based AR software development firm whose clients include AT&T, the United States Airforce and Nestle. Zugara developed both the Muscle Milk and AT&T AR campaigns. Here is what Szymczyk had to say.

The cost of creating AR campaigns has come down significantly. It’s no longer cost prohibitive for businesses. You can create an AR campaign for as little as $2,500 depending on what you want the campaign to achieve. The bulk of the cost in creating an AR campaign is the 3-D modeling that is required and even that can be done cost effectively. There are also do-it-yourself type apps like GoldRun that allow businesses to create various forms of AR such as scavenger hunts.

There are basically three types of AR — Web-based, mobile and kiosk-based. Web-based AR uses a consumer’s PC or webcam to deliver the AR experience using a marker, image or motion capture like in the AT&T campaign. Mobile AR uses a mobile phone to deliver enhanced digital information about your surroundings. Kiosk-based AR is a little different and more costly, but doesn’t require the use of markers or a webcam as a trigger for the AR experience. It’s where a small business such as a store will have a consumer hold up a product, such as a new video game at an in-store kiosk. When the marker is triggered, the kiosk becomes the AR experience and shows the consumers what it’s like to actually be in the game.

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