Augmented Reality
Augmented Reality Marketing is a powerful tool in any industry. Especially in the automotive industry, where marketing is a crucial element in the sales process. Our innovative approach and partnership with Ford, the Edmonton Oilers and Cinco, resulted in a very powerful activation.
Key Takeaways
Using Augmented Reality Marketing can significantly increase the chances of your content going viral.
Augmented Reality Marketing is an amazing way to create memorable experiences using technology.
The retention rate of people interacting with Augmented Reality is much higher than with regular marketing or advertising.
Background
In today’s fast-paced digital landscape, brands are constantly seeking innovative ways to engage with their audiences and create memorable experiences. One of the most effective tools for achieving this is Augmented Reality Marketing, a technology that overlays digital content onto the real world, allowing consumers to interact with products and brands in a dynamic and immersive way. At Takeaway Reality, we have consistently pushed the boundaries of what’s possible in AR, delivering cutting-edge solutions that captivate and engage audiences. Our collaboration with the Edmonton Oilers, Ford Canada, and the Canadian marketing agency Cinco is a prime example of how AR can be leveraged to create impactful marketing experiences.
The project at hand was a unique opportunity to combine the power of AR with the excitement of sports and automotive branding. The Edmonton Oilers, one of the most storied franchises in the NHL, and Ford Canada, a leading automotive brand, sought to create an engaging experience that would resonate with hockey fans. Partnering with Cinco, a talented marketing agency known for its creative campaigns, we set out to bring the Ford Bronco to life in a way that would capture the imagination of Oilers fans and encourage widespread sharing on social media.
Augmented Reality Marketing is a rapidly growing field, offering brands the ability to create interactive experiences that stand out in a crowded marketplace. Unlike traditional marketing methods, which rely on static images or video content, AR allows consumers to engage with products in real-time, exploring features, customizing options, and even visualizing how products fit into their lives. For this activation, we wanted to showcase the grandeur of the Ford Bronco in a way that would not only appeal to hockey fans but also create a buzz that would extend beyond the arena and into the digital world.
To achieve this, we needed to carefully consider the architecture and platform that would best suit our objectives. In the world of AR, there are various platforms and technologies to choose from, each with its strengths and limitations. For instance, traditional AR apps offer rich, immersive experiences but often require users to download an app, which can be a barrier to widespread adoption. On the other hand, social media AR filters, like those found on Instagram or Snapchat, offer easy access and viral potential but may lack the depth needed for more complex interactions.
In this case, we determined that webAR was the ideal solution. WebAR is a form of Augmented Reality Marketing that operates directly through a web browser, eliminating the need for users to download a separate app. This makes it incredibly accessible and easy to use, a key consideration given our goal of maximizing user engagement and social sharing. By choosing webAR, we ensured that the experience would be lightweight, quick to load, and seamlessly integrated into the user’s existing online behavior.
Working closely with our partners at Cinco, we designed an AR activation that would allow fans to experience the Ford Bronco in Edmonton Oilers colors. The activation invited users to interact with a 3D model of the Bronco, which they could view from all angles, customize with different colors and accessories, and even place in their own environment using their smartphone camera. This interactive experience was not only a novel way to showcase the vehicle but also a fun and engaging way to connect with the Oilers’ passionate fan base.
The decision to use webAR also aligned with our broader strategy of creating experiences that are not only engaging but also shareable. Social media plays a crucial role in modern marketing, and we wanted to ensure that this activation would generate buzz across platforms. By making the AR experience easily accessible via a web link, users could share their customized Bronco creations with friends and followers, amplifying the reach of the campaign and driving further engagement.
Moreover, this project highlights the versatility of augmented reality marketing. While some AR experiences are designed to be immersive and deeply interactive, others, like this webAR activation, focus on accessibility and shareability. By understanding the specific goals and audience for each project, we can tailor our approach to deliver the most effective results. In this case, the combination of a strong brand (Ford), a passionate fan base (Oilers), and a smart use of technology (webAR) resulted in a highly successful activation that achieved our objectives of engagement and virality.
Project
AR Experience Features
One of the standout features of this experience was that the Ford Bronco was rendered in life-sized dimensions, matching the exact proportions of the real vehicle. This attention to detail allowed users to fully appreciate the grandeur and presence of the Bronco, making the AR experience as close to reality as possible. The ability to interact with a life-sized model in a familiar environment added a layer of realism that heightened the overall impact of the activation.
Interactivity was another critical element of the AR experience. We designed the car to be interactive, with hotspots placed strategically around the vehicle. These hotspots provided users with detailed information about specific features of the Bronco, such as its advanced off-road capabilities, cutting-edge technology, and luxurious interior. By tapping on these hotspots, users could explore various aspects of the vehicle, making the experience not just visually appealing but also informative. This feature ensured that the AR experience was not just a passive viewing but an active learning opportunity for the users.
Additionally, the car could be rotated and placed in the user's space, giving them complete control over how they wanted to experience the Bronco. Whether they chose to place it in their driveway, their living room, or even their office, the webAR application recognized the floor and placed the vehicle so that it appeared natural within the environment. This seamless integration between the digital and physical worlds is a hallmark of effective augmented reality marketing, allowing users to see how the Bronco would look and feel in real life.
To enhance the sense of immersion, we also allowed users to view the interior of the car. This feature enabled them to virtually step inside the Bronco and explore its interior layout, design, and features. Users could examine the seats, dashboard, and controls up close, providing a comprehensive view of what it would be like to sit behind the wheel of this iconic vehicle. This interior exploration further deepened the engagement, making the experience feel even more personal and realistic.
Finally, understanding the importance of social media in modern marketing, we made it incredibly easy for users to share videos and screenshots of their augmented reality experiences. With just a few taps, users could capture their interactions with the Bronco and post them on social media platforms. This feature not only extended the reach of the campaign but also encouraged users to become brand ambassadors, sharing their unique experiences with their followers and driving further engagement.
AR Development Process
Creating such an immersive and feature-rich augmented reality marketing experience required a meticulous and well-coordinated development process. From the initial concept to the final deployment, we worked closely with our partners at Cinco and the teams from the Edmonton Oilers and Ford Canada to ensure that every aspect of the experience met the highest standards.
The development process began with the creation of a highly detailed 3D model of the Ford Bronco. Given the importance of the vehicle’s size and presence, we paid particular attention to ensuring that the model was accurate down to the smallest details. The Bronco’s rugged exterior, distinctive features, and luxurious interior were all faithfully recreated in 3D, allowing us to deliver an experience that truly reflected the real vehicle. This high level of detail was crucial in making the AR experience as realistic as possible.
Once the 3D model was complete, our focus shifted to the mechanics of the webAR application. We developed a scaling mechanic that allowed users to view the Bronco in its original life-sized dimensions by default. This ensured that the experience was accessible and enjoyable for users, and the Ford Bronco displayed in its true grandeur regardless of the users’ physical environment.
A key part of the development process was ensuring that the AR car could be placed on any surface and look natural within the user’s space. This required sophisticated surface recognition and tracking technology, which we integrated into the webAR app. The app could detect the floor or ground in real-time, placing the Bronco in a way that made it appear anchored to the surface, enhancing the realism of the experience.
The final step in the development process was optimizing the app for social media sharing. We recognized that the success of the campaign would largely depend on how easily users could share their experiences. Therefore, we built in features that allowed users to quickly capture and share their AR interactions, ensuring that the campaign could achieve viral reach across platforms like Instagram, Facebook, and Twitter.
Overall, the development process was a collaborative effort that required careful planning, precise execution, and a deep understanding of augmented reality marketing principles. The result was a dynamic, interactive, and highly shareable AR experience that not only showcased the Ford Bronco in a new light but also engaged and delighted users in a way that traditional marketing methods could not. This project exemplifies how AR can be used to create powerful marketing tools that resonate with audiences and drive brand engagement.
Results
The augmented reality marketing campaign we developed for the Edmonton Oilers, Ford Canada, and Cinco turned out to be a resounding success, both in terms of user engagement and brand impact. By meticulously crafting a highly detailed and interactive AR experience, we were able to achieve results that far exceeded our initial expectations. This project not only showcased the Ford Bronco in a stunning, life-sized digital format but also provided hockey fans with a unique way to express their passion for their favorite team.
One of the most rewarding outcomes of this project was the level of enthusiasm it generated among users. The AR experience allowed fans to place a Ford Bronco, adorned in Edmonton Oilers colors, directly into their own environments. Whether it was their driveway, backyard, or even their living room, users could see and interact with the Bronco as if it were physically there. The ability to view the vehicle from all angles, explore its interior, and learn about its features through interactive hotspots made the experience both educational and fun.
The campaign's success was evident in the widespread sharing of images and videos across social media platforms. Twitter, Facebook, and Instagram were flooded with user-generated content featuring the AR Bronco, with fans proudly displaying the vehicle in various creative settings. This organic sharing not only amplified the reach of the campaign but also fostered a sense of community among Oilers fans, who used the experience to connect with others who shared their passion for the team and the vehicle. The viral nature of the content demonstrated the power of augmented reality marketing in creating shareable and engaging experiences that resonate with audiences.
From a technical perspective, the positive reception of the AR experience underscored the importance of attention to detail. The realistic rendering of the Ford Bronco, combined with the intuitive user interface and seamless integration into the user's environment, contributed to a polished and immersive experience. Every aspect of the project, from the precision of the 3D model to the smooth functionality of the webAR application, played a crucial role in delivering a product that not only met but exceeded the high standards set by our partners at Cinco, Ford, and the Edmonton Oilers.
Beyond the immediate success of the campaign, this project served as a valuable learning experience for our team at Takeaway Reality. It reinforced the importance of polishing and perfecting every detail of an augmented reality experience. While creating a visually appealing and interactive AR model is essential, the finer details—such as ensuring the car looks natural when placed on any surface, optimizing the experience for social sharing, and providing a user-friendly interface—are what truly distinguish great experiences from merely good ones. These elements contribute to the overall user experience, making it memorable and impactful.
The success of this project also highlighted the versatility and potential of augmented reality marketing as a tool for brands. By merging the physical and digital worlds, AR allows companies to engage with their audiences in innovative ways that traditional marketing methods simply cannot match. The ability to create interactive, personalized experiences that users can share with others is a powerful driver of brand loyalty and awareness. For Ford Canada, this campaign not only showcased the Bronco's features but also positioned the vehicle as an integral part of the Edmonton Oilers fan experience, thereby strengthening the connection between the brand and its target audience.
In conclusion, the AR marketing campaign we developed in collaboration with Cinco, Ford Canada, and the Edmonton Oilers stands as a testament to the effectiveness of augmented reality in creating immersive and engaging brand experiences. The project not only achieved its goals of promoting the Ford Bronco and engaging hockey fans but also provided valuable insights into the elements that contribute to a successful AR campaign. As we move forward, the lessons learned from this experience will continue to inform our approach to developing high-quality AR solutions for future projects.
At Takeaway Reality, we are excited to explore new possibilities in augmented reality marketing, and we look forward to helping other brands create impactful experiences that captivate and engage their audiences. Whether it's through innovative AR activations, immersive virtual environments, or cutting-edge digital campaigns, we are committed to pushing the boundaries of what's possible in the world of marketing and beyond.
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