Augmented Reality (AR) is a technology that combines virtual elements with the real world, creating a unique and immersive experience for users. Using devices such as smartphones, tablets and special glasses, AR allows digital information to be superimposed on the physical environment, enriching the user’s perception and providing new ways of interacting with the world around them. From its conception in 1992 by Thomas P. Caudell, to its popularization with the Pokémon GO game in 2016, AR has been a powerful tool, not only for entertainment, but also for various areas such as health, education and marketing, transforming the way we experience reality and consume information.

Different applications and uses of Augmented Reality

Augmented Reality has been expanding rapidly, with innovative applications in various areas.

Health: health professionals use tablets or holographic glasses to visualize organs in 3D or consult the patient’s history before or during surgery, increasing the accuracy of procedures.

Education: children and young people use notebooks with special markers which, when viewed via mobile devices, display 3D images, making learning more engaging.

Automobiles: car manufacturers allow customers to visualize and customize their future vehicles in 3D, adapting them to their tastes and needs.

Architecture: companies use AR to let customers see in real time how their homes will look after renovations, or how new furniture will match existing decor.

Tourism and Culture: Interactive museums, such as the one recently opened in Washington, which uses AR to enrich the visitor experience, with exhibitions that come to life via mobile devices.

Travel: tools that allow you to take photos of texts in any language and get instant translations, facilitating communication on international trips. In addition, the Google Maps application has a feature called “Live View” which allows users to visualize their chosen routes in augmented reality.

Security and Identification: services that recognize faces and show associated social networks, improving security and identification in various applications

AR and Marketing: the next step.

AR is transforming the marketing landscape, offering an innovative and captivating way for brands to connect with consumers. By incorporating digital elements into physical reality, AR makes it possible to create immersive and interactive experiences through devices such as smartphones, tablets and AR glasses. This technology not only increases customer engagement, but also offers opportunities for differentiation, loyalty and real-time data analysis. In this context, we explore how AR is revolutionizing marketing in various areas of marketing activity, providing brands with a unique way to build memorable campaigns and lasting customer relationships.

In commerce
Companies such as IKEA allow customers to visualize furniture in their homes through AR applications, facilitating the purchasing decision. Similarly, Amazon has developed an AR mirror that allows consumers to try on clothes virtually. Thus, AR brings together the sales universe – physical and digital – to optimize the customer’s decision-making process.

In social networks
AR also plays an important role on social media, where it is used to create interactive experiences that increase engagement and brand visibility. Platforms such as Instagram and Snapchat are pioneers in implementing AR filters, allowing users to virtually try on products such as make-up and clothing. One example is MAC Cosmetics, which launched a virtual fitting room allowing customers to try on different shades of make-up without leaving home. This tool has become especially popular during the pandemic, helping the brand to maintain relationships with customers, even from a distance. These are called virtual tests.

Benefits of AR in Marketing

1. Customer experience: AR improves the customer experience by allowing them to interact with products virtually. This interaction can help consumers make more informed purchasing decisions.
2. Personalization: with AR, it is possible to offer personalized service. Companies like Maybelline have launched applications that simulate how nail polish colors would look on users’ nails. This not only improves the shopping experience, but also reduces the costs of producing and sending samples.
3. Loyalty: L’Oréal uses AR to show consumers the possible results of using its cosmetics.
4. Brand visibility and differentiation: the use of AR can differentiate a brand from its competitors, making it more innovative and attractive to consumers. Campaigns such as Pepsi’s, which used AR at bus stops to create surprising experiences, are examples of how this technology can generate buzz and strengthen the brand.

Examples of AR in Marketing

Nike used holograms in Amsterdam to advertise the Nike Free 5.0 sneaker model. A transparent glass space displayed a 3D hologram of the product, visible from any position. This campaign stood out for its innovation and ability to attract the public’s attention.

LEGO has integrated the real and virtual worlds with the Lego Fusion range. Users can transport their physical creations into the virtual world through specific applications, creating a virtual city and interactive characters.

With CIN COLORiT you can use real photographs of your home to visualize how your favourite colors would look on the walls, making it easier to choose the ideal shade for your room.

Treasury Wine Estates uses AR to tell stories through the label of its wine bottles. Using AR, customers can discover new characters and elements of the narrative with different bottles, encouraging them to try different varieties of wine while the company benefits from increased sales.

How does AR work?

AR based on a marker:

• Requires an object such as a QR code, image or graphic for scanning and identification. QR codes can be used to integrate AR elements into physical advertisements. By scanning a QR code, users can see digital elements superimposed on the real environment, such as mascots or interactive maps.

Location or position-based AR:

• Uses GPS, compass, gyroscope and accelerometer to determine the device’s location. AR content varies according to the area where the device is located.

Projection-based AR:

• AR objects are made visible by projecting synthetic light onto physical surfaces. It enables interaction between the user and the object, similar to holograms in science fiction films.

Overlay-based AR:

• Replaces the original view with a new one with the inclusion of virtual objects. The recognition of objects and their associated data plays a key role. The IKEA catalog application allows users to view virtual items in their homes. In addition to direct-to-consumer marketing, in the sales sense, AR can be used in the training of marketing and sales professionals, facilitating the communication of complex information.

Augmented Reality is revolutionizing marketing by offering brands new ways of interacting with consumers, making communication more dynamic and impactful. The ability to provide personalized and immersive experiences makes AR an indispensable tool for any modern marketing strategy.