Augmented reality companies increasingly develop more powerful and visual tools, through complex applications and large interactive posters.
However, it is also possible to carry out AR campaigns based on the most fundamental and forgotten part of any consumer product: packaging.
In this article, we will review different examples of campaigns of augmented reality in packaging, while also reviewing its main advantages.
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Packaging is a fantastic channel in which to carry out marketing actions.
However, modifying the packaging of a product usually implies an increase in costs.
In addition, they have a clear limitation of space: if our campaign requires too large packaging, it will end up being annoying for the consumer.
Bombay Sapphire, for example, included a marker on the bottle label. When you focus on the label, an animation that shows the exotic character of the gin appears on the phone.
In addition, the user is offered various combinations to use the Bombay Sapphire.
For this reason, augmented reality is the perfect solution to include packaging in marketing campaigns.
Simply place a small marker on the package, such as a QR code, to be able to perform an action with augmented reality.
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The packaging is the first contact between the product and the potential customer. +
If the consumer can interact with the package even before buying it, they are being offered a unique experience and that gives the brand an added value over the competition.
Apart from generating innovative experiences, augmented reality can offer benefits for the consumer to buy the product again.
You can offer mini-games with promotional codes, discounts, or even “virtual currencies” of the brand, which offer advantages to the user.
The engagement generated is even greater when the campaign is focused on a child target.
It is a very receptive audience for gamification experiences, as well as the multiple visual effects that can be achieved with augmented reality.
The best example is the collaboration between PEZ and Angry Birds.
By scanning a marker in the candy dispenser, users accessed a promotional minigame.
In this way, the already mythical PEZ containers further increase their engagement capacity.
AR allows breakfast, learning and play at the same time. The example of Kellogg’s cereals
The contents generated thanks to the augmented reality in the packaging can fulfill multiple objectives.
Offer nutritional information, recipes in which to use the product (as we have seen in the example of Bombay Sapphire), as well as educational experiences.
Kellogg’s, for example, launched an augmented reality campaign with its cereal boxes.
When focusing the box with the phone, an application is executed that places the user on a jungle island.
This application offers educational mini-games about jungle fauna.
Fanta and its augmented reality viral filters
The augmented reality in the packaging also allows the creation of experiences easy to share and viralize.
This type of strategy responds to the natural impulse that people have to share their experiences.
The great expansion of social networks has also normalized the fact of sharing our daily experiences.
In this line, Fanta activates a marketing campaign actually augmented with its bottles.
When scanning, users unlock up to 12 photo filters in AR.
Users could share these photographs on their social networks and create a unique Fanta consumption experience.
The importance of these types of campaigns is that the content is generated by the users themselves.
This gives the campaign great credibility and potential to go viral, as the public is more confident in what their friends say on social networks than in any brand.