So many brands have jumped on the ‘Augmented Reality bandwagon’ that it’s in danger of becoming old hat already. But every now again you see an execution where it all comes together brilliantly. This latest campaign by Lynx Excite is a case in point. What I like about it is the way they’ve seamlessly extended the big idea behind Fallen Angels and used AR to bring it to life, rather than relying on the technology to dictate the big idea. I also think AR works best when used in experiential environments like this as consumers get to enjoy the full virtual experience without having to overcome the usual barriers to entry, such as having to print out the AR code or switch on webcams.
This content was posted on the Lynx Effect Facebook page (managed by TMW) which already has over 200k social handraisers. It’s definitely worth a peek – not only is it a good example of how to produce engaging content to build and cultivate an active community but it also features plenty of Lynx girls in various forms of undress 😉
For more posts on Augmented Reality, feel free to click here.
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.