The automotive industry were one of the first industries to embrace AR within marketing communications so it’s probably not surprising to see Audi now taking full advantage of this technology to promote the A1.
What’s interesting for me, however, is that they’ve integrated AR within their main website so that it will remain a permanent feature for that model. In this example, you can add a panoramic sunroof, open doors and explore the interior or even take it for a virtual spin. Admittedly AR can be a bit gimmicky for some tastes but I like the fact that people have the option to interact with this if they choose to do so, in much the same way that some prospects prefer video content whilst others devour technical specs. Also, now that it’s a permanent fixture on the site they should be able to include the AR code on other marketing collateral to help drive offline prospects online.
If Audi can demonstrate that AR is well received with some online personas and improves their conversion rates, I wouldn’t be surprised if they roll this out for all future product launches.
If you want to read my other posts on Augmented Reality click here.