• Brandminds 2020

These 7 Brands Used Augmented Reality Creatively in 2018

2018 has seen brands fighting tooth and claw to attract consumers’ attention. Competition is fierce in every market so successful brands are using digital tools to support their creativity.

Augmented Reality is one such tool and brands are using it to raise brand awareness, increase engagement as well as sales. According to emarketer.com, the global augmented reality ad revenues are expected to top $2 billion by 2022.

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Let’s see how these 7 brands used Augmented Reality creatively in 2018:

1. National Geographic

The National Geographic is one of the oldest publishing houses in the world: this year it turned 130 years old (Happy Birthday, Nat Geo!).

The magazine managed to keep itself young and appealing to readers of all ages by embracing new and up-to-date channels of communication.

One of this year’s monthly edition delighted readers with an Augmented Reality cover:

2. Barilla

For retail products, the battle is fought on the shelves of the supermarkets.

Brands are implementing various marketing strategies to stand out and get their products from shelves to checkout: smart packaging design, discount prices, 2-in-1 offers etc.

Barilla joined the ranks of technology driven brands and used Augmented Reality for their pasta boxes to trigger pasta recipes:

3. LEGO

LEGO is kids’ favourite play game and the world’s largest toy company by revenues, with sales amounting to $2.1 billion in 2015. Founded in 1932, today’s parents grew up playing with LEGO and are passing down this game to their children.

Over the past years, the brand embarked on a new direction, shifting towards entertaining both kids and their parents with two blockbuster movies: The Lego Movie (2014) and The Lego Batman Movie (2017).

Everyone loved seeing the tiny yellow figurines coming to life on the big screen, so the brand now offers the same experience although on smaller screens using Augmented Reality.

This is what Lego in AR looks like as presented at the 2018 Apple Worldwide Developers Conference:

4. Moschino and H&M

Fashion and technology have a history together. Alexander McQueen was the first fashion designer to include robots: he used two robots in his 1999 fashion show. In 2006 he took it one step further and sent Kate Moss down the runway not in flesh and blood, but as a holograph.

In 2018, Dolce and Gabbana used drones to show its handbags collection and Moschino paired with H&M to create an Augmented Reality experience for their global launch event in New York:

5. Walmart

For retail chain stores, it’s not enough to display great products at discounted prices.

You need to go even further and add entertaining to your offer!

With the help of Augmented Reality tech, Walmart is providing its shoppers with in-aisle fun and entertainment.

6. BMW

For anyone passionate about cars, going to automobile events or launches and seeing so many shiny new cars on display would be a dream come true!

But not many people are fortunate enough to have such an experience.

BMW caters to their needs and uses Augmented Reality to bring the car to them:

7. 19 Crimes

Every wine label tells the story of the wine: how man and nature worked together to produce that particular wine variety.

What if you could use more than words to convey the story?

Well, now it’s possible.

Here is how this Australian wine brand uses Augmented Reality to tell the story of its lineup wines:

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