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Brands Trying to Entice You with Videos on Packaging

Lanon Wee

In 2016, the game of Pokémon Go caused a sensation, with kids across the globe using their cell phones to locate animated characters in their local area. One of the initial applications of augmented reality (AR) was the use of Pokémon. When a child located a Pokémon, they could witness a computer-generated animation of the creature displayed on their device's screen, which was added to the actual view of the camera on their phone. Millions and millions of youth found it impossible to resist. But do grown-ups have the same level of enthusiasm about the application of AR? Since the success of Pokémon Go, an increasing quantity of businesses have started to accept AR, such as Coca-Cola and whiskey label Jack Daniels. By using your cellular device's camera to scan a QR code on the can or bottle, an animation or video suddenly appears on your screen. Will the implementation of AR be viewed as just a passing trend, disregarded by the majority, or will it truly bolster customer engagement and sales? In 2021, Jones Soda - a US soft drink firm - launched its debut AR marketing campaign, Reel Labels. Through this campaign, customers can scan bottle labels which will then transform into a brief video. The firm initially partnered with 15 influencers such as a skateboarder, a breakdancer and a BMX bike rider to create the videos. Subsequently, its customers have been able to submit their own videos to be included. Jones Soda collaborated with Sub Pop and Hardly Art music labels last year to advertise videos from over 12 new bands. According to Bohb Blair, Jones Soda's chief marketing officer, the packaging of a brand is far more than just a vessel for a product; it is a potential way to make an individual's experience with the item special. Content can be a great tool to accomplish that goal, and Augmented Reality offers a stimulating and accessible delivery system. Tere Piim, an Estonian milk brand, utilized AR to form a link with the music industry in 2019. Customers were able to use their phones to scan a label on the cartons and view small digital animations of the Eurovision Song Contest participants performing on their kitchen tables. Latvian software firm Overly provided the AR technology. Ainars Klavins, Overly's CEO, commented, “Though it may seem strange, milk and a song contest make an excellent cross-marketing combination.” In this situation, the traditional milk carton was used as a new way to share Eurovision songs. It motivated customers who may not normally watch Eurovision to look into the list of contestants and select their preferred ones. This series, New Tech Economy, examines the impact of technological advancement on the developing economic environment. He notes that consumers, particularly the younger generations, are prepared to interact with brands "in the realm of augmented reality". What is the opinion of outside experts on the use of AR in business? Stuart Duff, an influential business psychologist, believes that Augmented Reality (AR) technology has the capacity to make products more exciting, satisfying, and enduring in a consumer's mind. Studies have indicated that utilizing Augmented Reality (AR) not only grasps our attention more readily, but also has the potential to enhance the memorization of information. Therefore, while AR may appear to be an extravagant addition, it provides a genuine alternative method of etching brands into our memories. Jenny Stanley is the head of Appetite Creative, a Madrid-based tech and marketing company specializing in helping consumer businesses develop AR labels. According to her, product labeling is a form of "highly precise advertising" that would become even more effective when augmented reality material is included. It is not only significant, but also economical. The average expense per digital advertising click is £1.50, whereas a click or scan on packaging is effectively free of charge, offering companies a persuasive argument for utilizing connected packaging. However, Mr Klavins from Overly emphasizes that content is essential; he implies that the AR should include stimulating and captivating elements. The point to remember is that developing superior content for augmented reality is essential. My thought is that AR content needs to either motivate, teach or amuse users. One of these three objectives must be met in order to transition AR from a mere technological trinket to a valuable asset that produces business results.

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