By adding Augmented Reality into the product package, you add a unique, personalized point of view into your customers to engage in a unique experience. With the added value of AR in packaging, video can be superimposed onto product, it could be about how to use an article or help to tell the brands story. The possibilities are endless.
Augmented reality product packaging has the potential to catch an audience’s attention, share more information about a product, and attract more engagement in order to drive purchase decisions. Let’s see more in this post. Keep reading!
Let’s talk about AR in packaging. By adding augmented reality on the packaging of your brands products, you can add advertisements, offers, and direct links to your brands website, social media platforms, and you could even link to customer service to answer questions.
Using AR to showcase products and packaging in exciting, positive ways helps customers interact with the products and builds brand loyalty. By using augmented reality technology right on the packaging, you are creating experiences that will keep customers coming back to your brand over and over. Augmented reality packages have far greater value, and tremendous potential, for building post-purchase brand fidelity, providing interactive content customers can explore at home and share with friends.
Also, augmented reality can be used to engage new customers, and differentiate themselves from competitors. A packing innovation taking consumer products by storm, Augmented Reality allows your customers to interact with your brand directly through ultra-creative visual and audio content. Augmented Reality Packaging (also called Smart Packaging) is a compelling, innovative approach that brings life to a brands and standard marketing packages or materials, initiating a user’s first impression with the product.
For many consumers, the packaging is the first point of contact with a product, and AR has the potential to improve that crucial part of the customers experience. AR on the package can help target users with relevant messages, cross-sell with other products, or entice them to subscribe for periodic marketing communications.
After covering the marketing benefits of AR in packaging, we are now going to look at six use cases, which are driving innovation and excitement within the product packaging sector:
The Jack Daniels AR experience, by the Brown-Forman spirits and wine company, takes consumers on a virtual tour of Jack Daniels distillery via a series of pop-up, book-style dioramas. The Jack Daniels distillerys AR app offers a virtual tour of the distillery, allows users to get an in-depth look at the whisky-making process, and to learn stories about the man himself – Mr. Jack Daniel.
Haircare brand Herbal Essences wants to draw in additional awareness and inspire more consumers to make better choices as products they use enter the end-of-use cycle.
The AR experience digitally displays an interactive beachscape around a bottle, simultaneously showing an informational video about the product and the problem with plastic waste. As the AR experience continues, users can see the plastic waste washed up on an augmented shoreline and are invited to swipe their screens to help clean the ocean.
Mojokaii Premium Gaming Boosters are created especially for the gaming community. Tapping the target audience’s aversion for immersive experiences, Mojokaii AR companion apps playfully game tastes and entice customers to pick up every variety of products. The augmented reality effects were created by an international team of visual effects artists.
By pointing at packaging labels, players immerse themselves in immersive digital storytelling, which is unique to each variant of products. The videos on the labels and visual effects surrounding the products are shown in real-time, allowing customers to view from multiple angles. The Mojokaii app uses Wikitude Curve markers-based tracking, which recognizes the labels designs and shows the stories and unique effects of each product.
The company wants to bridge tradition and innovation, by making their trademark icon, Ms. Rinaldi, come alive. The AR app allowed Mrs. Rinaldi to share her stories about what makes her pasta sauces stand out from other brands. After downloading and opening the app, users can scan any Francesco Rinaldi pasta sauce can labels with the camera on their smartphones. Depending on the pasta sauce line, Ms. Rinaldi will magically appear to live, delivering a message tailored for that specific product.
Each AR scan has a Tap to Learn more button, inviting the customer into an extended experience. Each tap takes users to a different landing page that contains additional details on the company, the design of the package, the recipe list, etc. The AR experience has increased customer loyalty, brand and product differentiation, customer engagement, and brand awareness.
To give a sense of life and interaction to its graffiti-inspired scribble-bombing campaigns, they created “Doodle Your World” application for fun AR experiences. The concept of the AR app takes creative inspiration from a popular culture art movement known as graffiti and blends it with AR technology. App users were encouraged to make their own doodle-bomb videos using colorful animations of Ribena characters, which could then be shared with friends through messaging and social media platforms.
The app experience continues by rewarding users with unlocking additional character animations through the content that they create and share, as well as purchasing and scanning one of the limited-edition, AR-ready Ribena Drink Bottles currently on sale, Doodle Your World. Users are able to watch Ribena characters come to life on their screens wherever they are. With the app, Ribenary fans can also livestream AR videos, capturing those special moments and sharing the fun with friends and family. Fruit Bliss makes healthy snacks made from simple ingredients.
The company wants a closer, more personal relationship with their customers, and they are expanding the communications beyond the physical boundaries of their product packaging.
Customers used the cameras on their smart devices to scan selected packages, which would then activate an AR experience. The solution is described as “an enhanced e-mail newsletter”. It allows users to unlock enhanced content, such as news, information, social links, newsletter invitations, special offers, etc.
Delivering compelling marketing campaigns can be a tiring endeavor, but with the implementation of innovative technologies such as augmented reality, aka AR, brands are able to stand out from the pack and engage customers.
Using AR, marketing teams and customer experience managers now can gain significant insights on how customers interact and engage with their brands. As the AR world continues to impress and build new ways to bring more people into its orbit, our focus has turned toward using AR in supporting product-based businesses in engaging their audiences even more.
At Stringnet, we are an expert team and we can bring your brand to the next level of marketing. If you want to offer to your costumer some exiting AR packaging, we can build a strategy specialy tailored for you.
Our services also includes BTL marketing, Virtual Reality, Metaverse, NFT, and more. Is not the future, is today!
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