Case Examine: Promoting Craft Beer with AR | by AR Insider | Apr, 2024
AR continues to evolve and take form. Like different tech sectors, it has spawned a number of sub-sectors that comprise an ecosystem. These embody industrial AR, consumer VR, and AR shopping. Present alongside all of them — and overlapping to some extent — is AR marketing.
Amongst different issues, AR advertising and marketing contains sponsored AR lenses that permit shoppers visualize merchandise of their house. This area — together with AR creation instruments and advert placement — may develop from $4.7 billion in 2023 to $11.8 billion in 2028 based on ARtillery Intelligence.
Components propelling this progress embody model advertisers’ escalating affinity for, and recognition of, AR’s potential. Extra virtually talking, there’s an actual enterprise case. AR advertising and marketing campaigns proceed to point out sturdy performance metrics when put next with 2D benchmarks.
How is that this coming collectively? And what are finest practices? These questions had been tackled in a latest report by our analysis arm, ARtillery Intelligence, together with narrative evaluation, income projections, and marketing campaign case research. It joins our report excerpt sequence, with the most recent under.
Golden Street Brewing is a craft beer model beneath the broader Anheuser-Busch umbrella. AB needed to realize consciousness for the model, and determined to piggyback on the joy and fan fervor across the L.A. Dodgers’ 2020 World Collection win. So it turned to AR advertising and marketing.
Marketing campaign targets had been to lean into AR’s interactivity to create consciousness and engagement across the co-branded Dodgers Blonde Ale, offered at Dodgers video games. Concentrating on followers on the top of their celebration, together with the next season, was hoped to spice up shareability and virality.
As for the UX, Golden Street’s internet AR marketing campaign — constructed with eighth Wall — invited Dodgers followers to have a good time by posing with a digital can of Dodgers Blonde Ale. A face filter additionally positioned a Dodgers cap on the consumer and falling Dodgers confetti for a celebratory vibe (see it in action).
A further name to motion prompted customers to seize a photograph and “Faucet to Redeem” a rebate coupon. This generated a customized map to point out customers the closest place to purchase Dodgers Blonde Ale. The latter made the marketing campaign actionable along with its model consciousness targets.
And the outcomes? The marketing campaign achieved a 1.5-minute common dwell time, and an 18 % CTR (Click on-By means of-Price) for the coupon. Each KPIs exceed non-AR benchmarks, akin to 20-second common dwell instances for video, and show advert CTRs which are a fraction of a %.
One of many key facets of cellular AR advertising and marketing isn’t simply the expertise itself, which in fact is essential, however the way it’s distributed and amplified. For instance, social AR like Snap Lenses supply the power to faucet into an present and aggregated base of AR-forward Snapchat customers.
One other opportune channel is internet AR, and that’s the route that Golden Street Brewing selected, as famous. Particularly, internet AR’s benefits embody much less activation friction, as anybody with a cellular browser is suitable. And it may be delivered by good-old QR codes and internet hyperlinks.
AB’s inventive company Aircards additional amplified the expertise on Golden Street Brewing’s social media channels and a full-page print advert within the LA Instances that included a QR code activation. Followers may additionally take a photograph or video celebrating with the filter and share it on social media.
Lastly, Golden Street’s success may be attributed to its timing. It tapped right into a cultural second to spice up engagement. AR can shine in such eventualities as a result of it performs into customers’ urge to nearly embody a given entity or expertise throughout a interval of heightened pleasure and belonging.
We’ll pause there and circle again within the subsequent AR advertising and marketing case research with extra finest practices evaluation. In the meantime, take a look at the full report. Header Picture Credit score: BENCE BOROS on Unsplash
