Heineken could have empowered their AR app with gamification. Gamification is a strategy of leveraging game mechanics in non-gaming environments.
For example, they could have built a simple app with a dashboard where users would collect bottles by scanning them using the app, and getting scores, coins, or experience and then exchanging it for branded products which they could preview in AR.
By implementing a leaderboard, Heineken would be able to engage users with the application and nurture the competition where the most loyal and successful users could be encouraged and bring even more users with them.
How does your AR app incorporate your brand?
What makes users associate the application and experience it provides with your brand?
This is how Pepsi Max managed to incorporate their brand into the AR experience using a camera and display. As a part of their guerilla marketing strategy, they’ve installed a TV on a bus stop. By providing the AR experience to people waiting for a bus, they managed to get exposure because of several things:
Sudden, unexpected animations in an unexpected place
Pepsi Max logos on both front and back sides to make sure people know where it came from
Installation on a waiting point (when people wait they look for entertainment)
People started taking photos with the TV and AR animations featuring the Pepsi Max on their Instagram profiles or elsewhere
The strategy that Pepsi Max used was not to drive users to a direct purchase, but instead to spread awareness, get exposure, and grow the community.
What problems does your AR application solve?
Your AR application may not necessarily solve very complicated or niche problems. Instead, you can simply focus on building an application that:
Makes users interact with it (using gamification, for example)
Can be shared with friends on social media
Capitalizes on interests that lead to an interaction instead of passive interests
After you’ve figured out the purpose of your AR application for a marketing strategy, you have to understand what this app should motivate your users to do.
What actions do you motivate your users to take?
There are many AR applications like Kate Spade AR app, AMC, Heineken, Heinz, and others that don’t really motivate users to take any actions, provide unclear instructions, and complicate the customer journey.
With your AR application, you should definitely avoid that, and go with a precise strategy where you know exactly what people are going to do and how they are going to do it.
Moreover, you should understand what your AR app will mean for your brand:
Brand awareness, exposure, and visibility (through social media sharing, word of mouth, or other channels)
Interaction with branded products and services through an AR application
Direct purchasing of products, booking, or use of services, etc.
Have a look at how BIC Kids managed to build an interactive AR application which is based on a DrawyBook storybook where kids can paint predefined sketches and see them come alive.
After using such an application, kids would definitely get excited and ask for more DrawyBooks which directly affects the company’s revenue.