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How to use augmented reality in mobile marketing

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One of the latest buzzwords surrounding mobile is Augmented Reality. This involves the real world environment being enhanced or heightened through digital content, with the smart phone and an app’ being the link between the two ‘worlds’.The attraction is clear; traditional, static brand communications can become an entry point to interactive and exciting digital world. Store windows and advertising billboards suddenly become portals.Given the fact that the retail environment is the ultimate moment of truth for brands, not surprisingly AR is a hot topic for FMCG and packaged food brands. With competitor brands just centimeters apart, competition for the consumer’s attention is fierce, AR offers a new dimension in winning the war for hearts and minds in the aisles as brands begin to dream of new digital engagement opportunities.Nestle, Heinz and Kellogg’s have all used AR to enhance their packaged foods, so this technology is mainstream. As its popularity rises and companies get more used to it, we can expect to see more examples in the market.Within the world of packaging design, the best pack designs are the ones that are clutter free and project a single clear and compelling brand message, or point of view, and here lies the danger for those that intend to introduce AR. As the technology becomes more prevalent, brands are in danger of creating new clutter.  It might not be found on the physical pack but there will be an increase of brand messaging and noise.The message to brands is simple, use technology to enhance the brand experience. Idea creation needs to be disciplined and strategic, and concentrated around a single big idea for the pack. AR shouldn’t be thought of as an add-on; it needs to be thought of as a fundamental part of packaging.The writer is Dominic Twyford, client director at Landor Malaysia.

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