How Consumers’ Phones Can Bring Your Content to Life

It’s no secret that people have obsessive relationships with their mobile devices — they’re always nearby and they’re always being looked at. So how can you leverage that behavior to deepen engagement with your content?

More and more brands — from CoverGirl to Pepsi — have begun to create secondary experiences on top of their packaging and advertisements via augmented reality, which uses the camera of any mobile device to layer content over what appears in the viewfinder. To illustrate, here are a few examples from AR specialist Blippar:

While augmented reality gets less attention than virtual reality, it doesn’t require costly equipment and therefore can be utilized without any expense to consumers. With few barriers to adoption, it’s no wonder brands are seeing strong results.

Toyota, for instance, saw sales leads jump 25% when they started using “ToyoTags” to serve up videos, photos galleries and more. These tags were placed everywhere from ads to dealer invoices stuck on car windows.

Similarly, Moosejaw — an outdoor apparel outfitter — experienced a 37% increase in sales after they introduced their X-Ray AR app. It was meant to be used in conjunction with their catalog and revealed what models had on under their heavy winter jackets. The app showed everything from the risque (frilly lingerie) to the comical (a male model’s impressively hairy chest).

The companion magazine to the BBC’s widely popular Top Gear also had success when they made an entire issue AR-friendly. It turns out one in four readers watched the extra video content.

With numbers like what’s above and below, you might want to make augmenting content a reality for your brand. And while you’re at it, don’t forget about what the Internet of Things can do for you, too.

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