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Case│201713个AR营销魔性互动营销案例 2017, 13 AR marketing cases

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提起AR(增强现实),你会想到什么?2016年夏天让全球宅男宅女走出家门的AR游戏《口袋妖怪》?还是17年Snapchat猎奇搞怪的AR滤镜?苹果推出的ARKit,谷歌发布的ARCore亦或是新年伊始,支付宝AR集五福……

在过去的一年,众多商家纷纷试水AR营销,在不同领域提供新的娱乐消费体验,成为最早一批嗅到AR营销红利的人,并率先打造出头部案例,无论是国际快消品牌,还是国内品牌,亦或是期待转型的媒体,都纷纷开启以“AR + X”的形式,在营销界掀起新浪潮!

分享给大家2017几个精彩AR案例:

01

可口可乐AR黑科技播放器

17年5月,可口可乐加拿大公司又联合全球最大音乐流媒体Spotify搞了一次事情:为可乐换上AR新包装。

从换“口味”到换“衣服”,可口可乐大玩儿互动,只要使用专有App扫描就能听到189种Spotify列表上的音乐,旋转瓶身还能切换音乐。似乎,可乐味已经不重要了,科技感和互动性才是可口可乐抓住新一代消费者的利器。

02

百事可乐X QQ:AR Emoji新体验

可口可乐的老对手百事可乐也没闲着,借着Emoji可乐瓶刷出的存在感,又联合QQ推出了更加社交化、年轻化的AR版Emoji瓶。消费者可以通过QQ扫描可乐瓶身,实时观看Emoji的AR动画。

03

雀巢脆脆鲨「环球探味」

探索新口味的快感

17年4月,雀巢脆脆鲨推出了新口味的威化曲奇,但这一次的新鲜感需要消费者自己通过探索来获取。此次脆脆鲨的限量版新品仅有500份,把AR实景技术与美味饼干合二为一,用户通过专有App CandyBook扫描新品包装就能感受“探味”互动,查看立体城市街景,通过点选地点,亲自获得美味体验。

04

微软:国际妇女

带你看看梦想的样子

今年是微软公司妇女节专属活动#MakeWhatsNext的第三年,小女孩们被邀请到一个工作室,聊聊她们想要如何改变世界,并借AR/VR设备虚拟出梦想真实的样子。严格意义上看,这并非一个AR形式的广告,但借助AR外壳,微软用科技为梦想插上了翅膀。

05

AR+好奇心:探索隐藏的秘密

QQ+《速8》:黑企鹅彩蛋等你发现,今年的《速度与激情8》中,QQ贡献了一枚超大彩蛋。影片65分钟左右,唐老大狂飙的纽约街头广告牌上,有一只黑色企鹅。用QQ-AR扫一扫植入广告牌,就会出现一段AR视频并自动跳入一个赛车游戏H5,让观众体验一把速度与激情。

06

卡西欧AR英雄召集令

传统营销早已乏味,为给用户带来不同的营销体验,卡西欧采用由支付宝和我的天科技联合提供的AR技术,为卡西欧“G-SHOCK英雄召集令”活动带去了更有格调的创意构思和互动体验。

用户只需打开支付宝右下角AR扫一扫,对准相应图片即可召唤正义联盟英雄现身,超人、蝙蝠侠、闪电侠、神奇女侠会飞到你的屏幕前,为你派发抽奖卡牌,点击领取你最喜欢的超级英雄参与抽奖,就有机会获得G-SHOCK正义联盟限量礼盒。还有G-SHOCK定制潮流邮差包和卡西欧旗舰店店铺优惠卷等礼品派送。

07

AR镜头+塔可钟

17年5月5日,国外的年轻人用一个巨大的硬壳玉米饼代替了生拗造型的自拍脸。

这其实是玉米饼品牌塔可钟(Taco Bell)的营销广告。照片下方虽然有个硕大的品牌标志,但你还是忍不住被这个蠢萌脸吸引,拍照、分享,自发为品牌做宣传。据统计,该滤镜当天的访问量高达2.24亿。

08

AR滤镜+超级碗

一年一度的超级碗有一大传统:用一大罐佳得乐饮料把主教练从头浇到尾,借此庆祝比赛胜利。去年Snapchat和佳得乐饮料合作开发了一款AR滤镜,让饮料把你淋个透,拍摄图片达到1.6亿次,比看比赛的人还多,简直是品牌和Snapchat的双赢。

09

天猫家装节“AR-GO”

引入3D模型,消费者打开天猫App就能将商品以近1:1的效果摆放在自己家中,体验效果。例如选中一套沙发,通过天猫App打开手机摄像头,将3D沙发模型导入屏幕,AR空间感知技术能为沙发找到合适的位置,同时消费者还可以旋转手机、漫游走动,体验沙发在客厅中不同角度、距离的效果,模拟体验十分接近现实。

10

AR冰雪大世界,奇幻百花园

2018年1月5日,第十九届哈尔滨冰雪大世界首次采用由支付宝和我的天科技联合提供的AR技术将瑰丽的冰雪盛景展现于世人面前,为游客带来全时段、全方位、跨维度的全新旅游体验。有如亲临其境,不仅如此还将游客自身虚拟化与消费者的真实世界进行自然交互,呈现在眼前的不再是冰冷的展品,听到的不再是枯燥的说明和讲解,通过新奇有趣的方式,真实世界和虚拟情景的完美地叠加,让辉煌壮观的冰雪景象活灵活现。

11

天猫AR盒子

过年期间,拜年红包必不可少。当各大品牌还在绞尽脑汁想红包创意的时候,天猫年货节却已玩出了新花样——AR拜年!不得不说,天猫这次的AR创意,确实让人眼前一亮。

12

伊利AR实景导航

为了打通消费者的春节生态,伊利与百度地图达成了包括导航、定位、互动、定制皮肤等方式合作,成为了首个与百度地图AR步行导航商业合作的品牌。

伊利结合明星资源与春节销售的特点,运用LBS+AR传递品牌信息,点击步行导航中沿途出现的“力”字福贴及AR步行导航中出现的明星参与互动,集齐不同的明星活力祝福数可兑换不同的奖品。

13

都市丽人AR谁懂我的少女心

女人心海底针,那是你不懂她们的少女心,去年都市丽人采用AR技术,打造了一场少女心盛宴,戳神秘心形气球,解锁撩人情话,更有明星直播带动全民参与热潮,并面向全国近8000家门店和线上多渠道推广,给都市丽人的消费者带来一次全新的AR营销盛宴,取得了非常棒的营销效果。

AR营销不仅仅是博眼球,更能给消费者带来深层次的感受和互动体验,消费者在互动娱乐的过程中,展现和传播了品牌的文化。

当然具有创意的AR营销还有很多,通过以上案例,我们不得不承认AR+品牌营销的兴起,契合了这个时代消费者对体验感的需求,2017已经远去,在AR前行的道路上我的天将继续探究更加沉浸新颖的增强现实体验,再次刷新人们眼球。带来更多飞跃式的体验效果。

What do you think about AR (augmented reality)? In the summer of 2016, a woman who has been staying out of the world for a long time has gone out of the house. Or is it a 17 year Snapchat hunt for a wacky AR filter? Apple’s ARKit, Google’s ARCore, or the beginning of the New Year.

In the past year, many businesses are testing the waters AR marketing, provide the new entertainment consumption experience in different fields, become the first smell AR marketing bonus, and take the lead in creating the head case, whether the international consumer brands or domestic brands, or expect to transformation of the media, have opened in the form of “AR + X”,the marketing industry in the new wave!

Share with you some excellent AR cases in 2017:

01

Coca-Cola AR black technology player.

In May 17, Coca-Cola Canada teamed up with Spotify, the world’s biggest music streaming service, to replace coke with AR new packaging.

From “taste” to “clothes”, Coca Cola plays an interactive game, so long as you can hear the music on the list of 189 Spotify by using the exclusive App scan, you can also switch music by rotating the bottle.

It seems that coke is no longer important, and that technology and interactivity are the tools that Coca-Cola is holding on to a new generation of consumers.

02

Pepsi X QQ: AR Emoji new experience.

Coke’s old rival, Pepsi, has also been busy, using the presence of an Emoji bottle and a more social, younger version of the AR Emoji.Consumers can scan the bottle of coke through QQ, and watch the Emoji AR animation in real time.

03

Nestle crispy shark “global flavor”

Explore new flavors.

In April 17, nestle’s crispy shark launched a new flavor of wafer cookies, but this time the novelty needed to be acquired by consumers themselves.

The crispy sharks just 500 limited edition of the new product, the AR technology together with delicious cookies of real users through proprietary App CandyBook scan product packaging can feel the “agent” interaction, view the three-dimensional city street view, by click on the location, acquire delicious experience personally.

04

Microsoft: international women.

Show you the way you dream.

Women’s day this year is Microsoft’s exclusive activity # MakeWhatsNext in the third year, the little girls were invited to a workshop, talk about how they want to change the world, and the AR/VR equipment virtual dream true appearance.

Strictly speaking, this is not an AR form of advertising, but with the AR shell, Microsoft USES technology to put wings on the dream.

05

AR+ curiosity: explore hidden secrets.

QQ+ “speed 8” : black penguin eggs wait for you to discover, this year “fast and furious 8”, QQ contributed a large egg. About 65 minutes into the movie, there is a black penguin on a billboard in New York City, where tang is riding high. With qq-ar scan implantable billboard, a segment of AR video will appear and automatically jump into a racing game H5 to let the audience experience a speed and passion.

06

Casio AR hero summons.

Traditional marketing has long boring, bring to the user different marketing experience, casio adopted by pay treasure to day and I jointly offered technology AR technology, for the casio “G – SHOCK call-up hero” activities to bring the idea of more style and interactive experience.

Users only need to open the pay treasure to sweep out the bottom right hand corner AR, aim at the corresponding pictures can summon a justice league hero, superman, batman, flash, wonder woman will fly to your screen, distributing draw CARDS for you, click to get your favorite superhero participate in lucky draw, will have a chance to get the G SHOCK justice league limited gift box. There is also the g-shock custom fashion messenger bag and the discount coupons of the flagship store in Western Europe.

07

AR lens + taco bell.

On May 5, 17 years, young people from abroad used a giant shell of tortillas to replace the face of a face with a stubborn pose.

This is actually a marketing AD for Taco Bell. There is a big brand logo underneath, but you can’t help but be attracted by this stupid face, taking pictures, sharing and promoting the brand. According to statistics, the number of visitors to the filter on the day was 224 million.

08

AR filter + super bowl.

The annual super bowl has a big tradition: a big jar of gatorade is used to celebrate the victory. Last year Snapchat partnered with gatorade to develop an AR filter, which lets you get a drink to get you through, with 160 million pictures, more than watching the game, which is a win-win for both brands and Snapchat.

09

Tmall home decoration section “ar-go”

By introducing 3D model, consumers can open Tmall App and put the product in their own home with the effect of nearly 1:1.To select a set of sofa, for example, by day cat App to open mobile phone camera, the sofa of 3 d model import screen, AR spatial perception technology for sofa to find the right position, at the same time, consumers also can rotate cell phone, roaming around, experience different Angle in the sofa in the sitting room, the effect of the distance, simulated experience is very close to the reality.

10

AR ice world, fantastic garden.

On January 5, 2018, the 19th Harbin ice and snow world first adopted by pay treasure to day and I jointly offered technology AR technology will magnificent spectacle standing in front of the world of ice and snow, bring tourists all the time, all-round, multi-dimensional new tourism experience.Is there for the environment, so will not only tourists themselves virtualization natural interaction with consumers in the real world, appear in front of is no longer the cold exhibits, hear is no longer a boring description and interpretation, through the novel and interesting way, the real world and virtual scene of overlay, perfectly make brilliant spectacular scene of snow and ice lifelike.

11

Tmall AR box

During the Chinese New Year, it is necessary to pay new money. When brands are still racking their brains to think of red envelopes, Tmall has played a new trick — AR New Year! It has to be said that Tmall’s AR idea is really impressive.

12

Illyar live navigation.

In order to get through the Spring Festival of consumer ecological, yili reached with baidu map including navigation, positioning, interactive cooperation, custom skin, became the first AR walk with baidu map navigation brand of business cooperation.

Erie according to the characteristics of the star resources and sales by LBS + AR brand message, click on walking along in the navigation “force” the stick and AR in pedestrian navigation star interact, collect different star energy blessing convertibility different prizes.

13

Urban beauty AR

who knows my teenage heart.

Women seabed needle, that is you don’t know the girl of their heart, last year the city beauty using AR technology, build up a young girl heart feast, poke mysterious heart-shaped balloons, unlock the hot line, more stars live to drive the whole people to participate in an upsurge, and facing the whole country nearly 8000 stores and online promotion through various channels, for consumers a new city beauty of AR marketing feast, achieved the effect is very good.

AR marketing is not only an eyeball, but also a deep feeling and interactive experience for consumers. In the process of interactive entertainment, consumers show and spread the brand culture.

AR of creative marketing, of course, there are many, through the above case, we have to admit that the rise of AR + brand marketing, fit the needs of consumers to experience the feeling of this age, 2017 has gone, and on the way of AR on my day will continue to explore more immersive novel augmented reality experience, refresh people eye again. Bring more flying experience.

【本文由haloVR发布,2018年02月28日】

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