Augmented Reality in Marketing has a lot of promise, but how is it implemented and what are its key benefits? At a recent Portada Live knowledge-sharing event for brand marketers, Rafael Belloso, Senior Brand Marketing Manager at Ocean Spray Cranberries, shared insights on the implementation of a recent augmented reality program.
Rafael Belloso, Senior Brand Marketing Manager at Ocean Spray Cranberries, shared with the Portada Live audience of brand decision makers, some challenges his company was facing and how the benefits of augmented reality became part of the solution Text and VIDEO below).
How did Ocean Spray innovated to tacckle a key marketing challenge?
According to Belloso, Ocean Spray Cranberries is a very well-known brand in the U.S., but there is limited brand awareness in international key markets, a good example of this is Chile.
“We launched a new product, and the challenge was, how to connect with our consumers, how to tell the story of our coop of producers, and how we harvest cranberries in Chile.”
Which technology helped Ocean Spray to solve the challenge?
“We created an augmented reality program in our package that allowed the consumers to learn more about the product, its benefits, and the story we had to tell. Augmented reality allowed the consumer to play with our package and look at our package through their phone and see things about the product.”
Belloso explained that “users could scan the juice bottles with their phones to discover the story of Ocean Spray, play games using gamification, and share with friends.”
Benefits of Augmented Reality in Marketing: What where the results of the initiative?
The benefits of augmented reality in marketing surpassed any other strategy in effectiveness. Rafael Belloso outlined five benefits of the use of augmented reality obtained through the activation.
- “We saw that augmented reality technology allows us to tell the story of Ocean Spray in a more interactive way.”
- “It allowed our consumers to interact with our product in a playful way and gave them a reason to share with other users and friends.”
- “It increased the word of mouth, people are talking about our products and our packages.”
- “It delivered a different PR, helping garner awareness for the product we could not have obtained otherwise.”
- “The AR innovation also helped improve brand health attributes, such as consumer perceptions about Ocean Spray’s innovation and technology.”
Ten percent of people who bought the product are engaged in the experience. That is a very high response rate.
“Of course, as in every technology, there is an adaptation curve. Nonetheless, 10% of people who bought the product are engaged in the experience. That is a very high response rate,” explained Belloso.
Another benefit of augmented reality in marketing is the amount of data marketers get. “The amount of interaction and engagement you can get from the technology is huge,” added Belloso.
Compared to other budgets in marketing it is not a big investment.
Benefits of Augmented Reality: How Big Was the Investment?
In terms of investment, the amount of expenditure depends directly on how big you want the AR tool to be. “It isn’t that big of an investment, it depends on how big the experience you want the augmented reality to be, but compared to other budgets in marketing it is not big.”
Watch Rafael Belloso’s and other brand marketers present actionable insights on how they solved brand marketing challenges (VIDEO)!