Augmented Reality is an exciting technology which is gaining popularity across industry. It can turn a physical experience into digital experience with immersive and engaging content. This is why Augmented Reality makes a powerful impact in the beverages industry and excites marketers to use AR to engage their audience. Irrespective of your marketing objective, whether it is to drive sales or create brand engagement, Augmented Reality can offer a whole new experience and enhances your output.
Here we have compiled top five ways Augmented Reality can be used to promote your drink,
1. Tell your brand’s story
If you choose most recognized brands in the world, there will be a beverage brand. In such competitive industry, telling your brand story and building you brand is very critical. Augmented Reality can help you to engage with your customers and create a memorable experience – they can be used to create compelling and interactive stories.
For example – Guinness made an advertisement – “Red Tongue Dog – a nickname given to the brand by people in Singapore” using Augmented Reality. The ad told the story behind the nickname and it showed different personalities of people drinking Guinness in Singapore. This campaign helped the brand to engage specific target audience and build brand loyalty.
2. Access new customers
You can explore social media behaviour of your audience using Augmented Reality. For example – people love to share selfies in social media, and you can use AR to create fun selfie filters to engage your audience. You can even create gamification experience using Augmented Reality – you can let people share scores or engage their friends through competitions or challenges. These experiences can help you build a social buzz about your brand. A report by Marketing Science said that people who interact with Augmented Reality share it with at least five other people.
For example, a beverage brand created an AR game – Juice Burst, where customers can scan their bottle to enter the game, and they had to fire the fruits falling. They can earn points, and share the scores to their friends in social media and can win daily prizes. This Augmented Reality game helped the brand to get 800,000 interactions and increased their purchase intent by 67%.
Web AR is also an effective way to engage your audience. With web AR you can bring better browsing experience through banner ads, website interaction, social media ads etc. Users can just tap on your web link can experience Augmented Reality without even installing an app.
3. Tap into consumer concerns
Millennials are really focused on the drinks they are consuming, they are opting for sugar-free drinks and avoiding use and throw plastics. And, these things are creating new challenges for marketers to promote their beverages. Augmented Reality can help you to create awareness and make your customers feel that you care about them. You can actually make a smoothie bottle a source of healthy lifestyle by making your customers experience how the drink is prepared in a natural way.
For example – Heineken did campaigns to bring consumer closer to sustainability commitments. The user can scan their bottle and experience an animated story about sever famers who are responsible for producing barley and hops for Heineken. They could further real about Heineken’s policies and nutritional information.
4. Drive sales on-site
Like other industry, online alcohol sales are picking up and it is outpacing retail store sales, these delivery services are encouraging people to order online. Augmented Reality can help enhacing this home drinking experience to boost your sales. You can also drive offline sales by promoting offers which can be redeemed in the nearby store.
Magners bought Augmented Reality to over 2500 pubs in the UK. They let customers to scan posters, coasters, ads, tshirts etc. to win prices like Sunglasses, Jackets etc. The campaign got 160,000 interactions and boosted 40% of sales.
5. Boost repeat purchase
Retention is one of most challenging for any marketers. Recent reports suggest that Millennials have very poor brand loyalty – only 24% of them know what beverage they want to buy upfront, but over 50% of baby boomers know upfront. Augmented Reality can help in creating incentives for users to encourage them to purchase a drink in shelf and make them come back. It can be used in unlockable games, time deals, contests etc. which can again help in increasing the purchases.
For example, Milo created episodic content for its hot chocolate product. Kids can scan their pack and get exclusive content from famous sport stars. They released new episodes every week which encouraged kids to purchase the product often. They also had options for kids to learn about different sports, nutrition, stories etc. This campaign helped them increase the retention rate by 66%.
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