Boosting consumer experiences with AR
Consumers are on the hunt for unique, shareable experiences. So, with increasing expectations, the question is how do brands up the ante? asks Sheniz Onen.
From Pokémon to Snapchat, companies are constantly exploring new and exciting ways to bring their brand to life, and what better way of doing this than with augmented reality (AR)? From what we wear to what we eat, AR is becoming progressively accessible through our smartphones – with the tap of a finger, you can instantly transport yourself into a different realm. Businesses are starting to recognise the power of this. It’s claimed that the shift to augmented devices could be as early as 2022, but are we already becoming accustomed to these enhanced experiences sooner than we thought?
Facebook has recently revealed plans to develop AR smart glasses that can superimpose virtual objects onto the real world. But it’s not just the tech giants competing in this virtual space. The food and tech worlds are merging in ways never-before-seen. For example, if you head to London Food Tech Week, a festival which celebrates this movement, you’ll see many companies that embrace the latest trends and are using technology to transform the food and drink space.
For craftsmen who are passionate about bringing consumers closer to a product, this offers a key opportunity to combine taste, flavour and immersive experiences. It’s no secret that cocktail culture is booming and part of this phenomenon comes from bars excelling when it comes to their elaborate glassware and Instagrammable serves.
Bartender Jamie Jones from The Social Company, recently launched London’s first AR cocktail list alongside restaurateur Jason Atherton. When competing in this year’s Diageo Reserve World Class competition, Jamie wowed the judges with his stand out serve by using a tablet device to project dancers swaying around his drink, and was catapulted into the finals. It is fun illusions like this that grabs attention and really creates cut through.
Through AR, brands can continue to engage with consumers on a more immersive, intimate and (let’s face it) exciting platform and bring their products to life. Remember, you eat with your eyes after all.