The use of augmented reality in packaging is becoming more common. Therefore, we decided to tell you more about the use of augmented reality technology as a marketing tool for packaging and labeling products.
1.Augmented reality — Easter egg
Along with the release of the new Pixel, Google has prepared an «AR Easter egg» on the phone boxes. When you scan it, a 2D animation opens with a collection of photos taken with this phone, as well as a call to follow updates on Instagram.
2. AR recipe book with product application
A well-known grocery brand has created an augmented reality for its label. In a stylishly designed animated book, you can find recipes with the addition of ketchup. The manufacturer promises to add new recipes every week, and this has a positive effect on consumer engagement, and a push notification will notify you when a new recipe appears.
3. To supplement classic marketing model AR experience
Remember how a well-known manufacturer of carbonated drinks annually draws prizes using codes under the bottle cap. In the age of smartphones and AR technologies, the company’s marketers go further. In the branded app, the user can not only send a code to receive a prize, but also take a selfie with masks specially designed for the PR campaign. The user can share the photo in social networks or broadcast it to partner screens in the city.
4. To revive the label with the help of AR technology
To reinforce brand legend, manufacturers are looking for various techniques. In this case, augmented reality helps brands by «animating labels» or characters on it .
For example, here are a couple of wine labels that have applied this technique in a stylish and interesting way.
5. AR on the label using the brand’s mascot
Many companies have branded mascots, and they are used especially effectively by manufacturers of food for children. remember the Nesquik Rabbit.
We decided to give another example, when the product itself interacts with you, not the mascot! The manufacturer of marmalade bears makes the bear to get out of his jar and greet a buyer.
6. The history of the product and production AR
Due to legal restrictions, alcohol brands are the first to respond to innovations in a promotion. See how Jack Daniel’s brand did it.
For the label on the bottle, the brand created a surprisingly stylish augmented reality, in which he conducted a tour of the distillery, shared the secrets of making whiskey and told the story of the brand. In this example, we like everything: design, animation, and of course voice acting.
7. Cartoons in augmented reality on the label
Candy manufacturer TIMI has created a series of cartoons for children in augmented reality right on the label. After scanning the code, a small user can watch several episodes of cartoons featuring Timi’s brand mascot. This is a good example of engaging a young audience.
8. Product packaging becomes part of the story
A surprisingly pleasant, if not cute, story was told by the Coca-Cola company in augmented reality. It is noteworthy that the packaging of the drink itself has become an integral part of this story, and augmented reality has helped to reveal the idea of «something more» in a simple jar of sweet drink. The idea, animation and sound — everything is perfect in this case.
9. AR’s presentation of the product without opening the box
ПThe manufacturer of kitchen utensils complements the product packaging with augmented reality.
In the presented case, the user gets acquainted with the product using a smartphone and learns its principle of operation, even without opening the box. Convenient and interesting.
10. Sales growth of the product with AR labels
A foreign network of gas stations increases gasoline sales with the help of augmented reality on coffee cups. The process is following: the gas station mascot appears in augmented reality on a cup of coffee and entertains the user with a merry Christmas song. At the same time, if you put another Cup of coffee together with the previous one, they will sing a duet, so the buyer can gather a real chorus of singing mascots.
The brand itself says that with such marketing activity, they were able to increase sales and time spent by consumers at the gas station.
Interesting implementation and a great marketing case.