Augmented reality (AR) is a topic I have previously touched on; my first post was about the explosion of Pokémon Go about a year ago. Unfortunately this post will not focus on the wildly popular game, but on augmented reality in the culinary space as a whole. In recent years, food and beverage manufactures have started to realize the potential that augmented reality holds for advertisers and marketers in the culinary space. As the marketing director of Zappar said in an interview with FoodNavigator, “the key to success will lie in finding creative ways to integrate AR into a broader brand strategy across multiple platforms and locations, rather than slapping another logo on an already-crowded food label because you can.”
AR has long held potential for brands, with technology and more specifically mobile phones being such a big part of our day to day life, a well-developed augmented reality app can really draw in and help engage youth and adult consumers through games, as well as useful or interesting information about a company’s product. For example, in the summer of 2014 Kraft teamed up with Walmart Super-centers across the nation to create a profitable augmented reality marketing campaign. This AR promotion allowed customers to simply download an AR app and use that app to track their Kraft brand purchases at Walmart Super-centers only. Kraft’s investment in AR technology payed off. Not only did it help them differentiate themselves from their major competitors during peak sales season, but partnering with a huge retailer like Walmart also helped spike their sales. Other companies that have launched augmented reality apps or campaigns include Coca-Cola and PepsiCo.
AR is not only being used to draw in consumers, but it is also being used by sales staff to show how their products can fit into possible retail spaces. Coca-Cola (also mentioned above) armed one of their sales teams in Germany with an AR app that simulated and demonstrated how future coolers, installments, and Coca-Cola displays would look in specific stores; which ultimately lead to a cleaner layout and design for the brand.
Overall, AR has great potential to become a front runner in the field of food and beverage marketing. It is a relatively new and exciting tool that engages customers in a way they find valuable, different, and exciting. There are already tons of AR games and apps out there so now the key for brands is to make sure they are producing interesting enough material that keeps consumers downloading these AR apps and coming back for more.