At-Home AR: Corralling Context & Customisation

Using AR to visualise products in context is improving dramatically via Lidar (light detection and ranging) technology – cutting-edge depth sensors, now in iPhones, with ultra-accurate digital mapping of surroundings that smooths AR implementation. The best concepts boast advanced interactivity, hyperrealism (virtually positioning a lamp, switching it on and seeing dynamic shadows cast on your walls) and customisation.

Powered-up Publishing: Brand Books & Online Ads

AR is also powering up publishing, transforming brand books and online ads from static marketing collateral to interactive entities, embedding immediate delight into the page, and, in some instances, creating a direct line from inspiration to purchase. Creative content and media technologists such as Verizon Media and FaceCake are supporting the paradigm shift.

Beyond the Grid: Upgrading E-Commerce

Post-Covid, the standard e-tail grid will need upgrading to cut through the noise of more online traffic. WebAR – web-based AR experiences accessible in-browser without the need to download an app – will allow online content to be inspected in 3D and as if placed in the viewer’s home, while similarly teleportation-esque holographic concepts with conversational features will amplify retail service.

Experiential Marketing: Phygi-Social Activations

Echoing the Phygi-Social Clubhouses in Brand Spaces: 10 Trends & Opportunities, 21/22, AR is also connecting physical spaces, digital content and even social channels to deliver memorable (shareable) 360° marketing activations. From toys to fashion to food, theme parks to art week installations, the focus is on driving exclusivity via ephemerality within designated locations (think: limited-time Snapchat filters, geofenced).   

Virtual Trialling: AR-Fuelled Fashion & Beauty

Dovetailing with Corralling Context & Customisation, new AR is also supporting virtual fit and product trialling: 35% of Americans say they’d shop online more if they could virtually try on a product before buying it (U2B, 2021). We spotlight headline initiatives in fashion, accessories, cosmetics and footwear where social commerce, specifically Snapchat, often unlocks engagement.

Augmenting In-Store Adventures

Supporting the post-Covid reboot of flagship stores, imaginative AR is also adding an extra digital layer of excitement and/or knowledge delivery to physical brand destinations. These initiatives aren’t just topping up brand theatrics – they’re also reminding fans that these physical spaces can be constantly updated via virtual extras, rendering them worthy of repeat visits.