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How AR and VR will Change Brand Activation
The reality that we see around us right now is, sometimes, way below our expectations. Technology, however, has devised ways to make sure that this drab state of affairs can be improved, albeit virtually.
Enter Augmented Reality (AR) and Virtual Reality (VR), which take experiences to a whole new level. These emerging marketing technologies have given marketers brand-new channels to show off their creative abilities when it comes to content creation. While the challenges faced by marketers when it comes to speaking about brands stay more or less static, the solutions get a new lease of life owing to the vast arena of possibilities that AR and VR open up.
What is Brand Activation?
While marketing activation refers to the core campaign and the activities surrounding it, brand activation essentially involves activities that move a customer to go ahead and become a consumer of the brand – through buying a product or service, by taking up a membership, or by engaging with the brand.
The brand activation part of a campaign is the fun element. It is where the brand gets to engage with its target audience at the ground level. It could be through perfume testers at a mall or an interactive experience of viewing an apartment.
Over the last few years, AR and VR have become essential and integral parts of the brand activation phase, especially in digital marketing. Not only do they add a unique twist to the brand’s campaigns, but they also give the audience an experience that is so immersive that they would want to invest in the product or service in the future.
What is Virtual Reality?
VR or Virtual Reality is a simulated experience that can be similar to as well as entirely different from your reality. Brands can use this piece of technology to create a world that is wholly built on the terms of their values and propositions. It can prompt the audience to take further action or direct them towards a possible purchase.
The whole point of creating a VR experience is to give the audience a chance to experience something out-of-the-box. Facebook 360-degree videos are also considered to be a form of VR. Using virtual reality, brands can show their vision more clearly to the world, and this will help them enhance their brand activation tactics.
What is Augmented Reality?
A subset of VR, Augmented Reality, or AR is an interactive experience where the objects in the real world are enhanced using computer-generated perceptual information spanning a variety of sensory modalities.
AR took on a new lease of popularity in 2020 with Instagram allowing individuals and brands to create and test their filters on the platform. Brands took this on as a challenge, and we saw a sudden burst in AR filters that ranged from interactive games to being able to create music.
The launch of new filters around the time of social distancing allows people to enjoy them from the comfort of their homes. Brand activation can be a completely new experience with AR technology.
When it comes to content creation for brands, there is a constant need for new and emerging marketing tech in brand activation and getting people to notice the brand and its USPs. Using technological advancements like VR and AR, marketers can swiftly bring their brands to the forefront of innovation across categories.
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