In early November I blogged about augemented reality as a tool for marketers to more deeply engage consumers. Advertising Age reports that Coke has an augemented reality tie in with the upcoming movie Avatar. I've provided a link to the commercial
here. It's interesting to see AR grow so rapidly as the AdAge article reports that it's not only Coke that's employing the tactic, but
McDonalds too is joining in the virtual reality business. The article raises questions regarding whether or not consumers will quickly tire of this because it will be viewed as a gimmick. I think not, at least for some consumers. Kids who are under the age of 15 are users of virtual worlds and games moreso than older teens or young adults. So, there is a generational wave that is coming foward that not only is used to these kinds of technologies, but expects them to be there for them. Savvy marketers need to be invested in augmented and virtual reality platforms or they will be missing out on an important opportunity to engage this younger cohort. So, while you may think this stuff is lame, my guess is that younger consumers think it's cool and it will remain cool as the technology gets better and better with time.
11 comments:
Its very interesting to see how fast this augmented reality tool is catching on, but it is not very surprising. I think that it is the smartest use of technology for advertisers out there. To learn more about it what the images mean on the product, consumers are forced to become actively engaged, whether just by using a personal web-cam or visiting the product website. Some may see it as a gimmick that will go away soon but as long as people are spending time learning about the technology this form of advertising is here to stay.
This is so advance that it is hard for me to even process. I honestly want to go buy a coke zero simply so I can see how it works and looks. I think that once the commercial airs, some will be confused as to what exactly is happening but I'm sure that within time everyone will know about this new advanced form of advertising.
I think that for kids and young teenagers, this is a great way to engage them. Those who are interested in computers and technology may find this very intriguing. If you combine all of those groups, then that is a large group of people that Coke will have engaged with their product. For their older customers, or for those who are not interested in this, their are other ways of advertising to reach them. I think this may be interesting for them to try once, but after that, they will get bored. Either way, since it is new and interesting, they will engage many people.
I think that Augmented reality is a fantastic way to advertise. I personally cannot wait to try it out myself. There really are limitless possibilities for this type of technology. I agree with the other posters that people will be confused about the exact process of augmented reality; in this ad they blend it in with other fantastical elements of the ad so it does create a confusing atmosphere. However as this type of technology becomes more popular and understood I am sure it is going to be hugely popular and a great tool to engage the consumers.
Stevie, I actually did see the ad on TV before reading this post and I had no idea that it was essentially a TV ad for an augmented reality campaign. The thought never crossed my mind to actually go buy a coke zero and wave it in front of a webcam. Probably because it seems so advanced I never even thought about it being possible.
I think that the whole idea in general is a great way to get consumers involved in a product, but I think that it will only last as long as corporations are willing to invest the money to make the experiences better and more advanced as time goes on. I can foresee this type of advertising becoming quite competitive within itself and if advertisers don't make the best possible experience out there, the consumer will lose interest.
I really think that this is inventive and a smart move for companies like coke to tie themselves to popular new trends. Avatar is the first film written by James Cameron since Titanic. If Avatar is anything close to as big a hit as Titanic was, coke may find great success with the products they've tied to the movie.
To be honest, I like this idea of incorporating a popular brand with a movie or a specific product. Although many may see this as cheesy or ineffective, the truth is, this kind of advertising I see as very effective. For one, Coke is an extremely popular brand, and anyone who is loyal to the brand will now be aware of the new movie Avatar. If I was the head of a marketing campaign such as Avatar, I would defiantly use this tactic as a way to spread awareness. Not only do the new Coke cans look cool (black with white lettering) it also could intrigue people who are not aware of Avatar and could push them to either research the new movie or at least create buzz before the movie comes out. This augmented reality tool is very innovative and I believe will become more popular as traditional advertising becomes more outdated and boring to most consumers. I would not be surprised to see more of this form of advertising in years to come.
To be honest, I like this idea of incorporating a popular brand with a movie or specific product. Not only does this tactic spread awareness about Avatar but it will also create buzz before the movie comes out. In addition, I really like the design for the new Coke can (black with white lettering). I know if I saw this can in a convenient store, even if I don't buy the product, I would at least take time to check the new can, therefore creating engagement between myself and the new movie Avatar. I know that if I was the head of the advertising campaign for Avatar I would defiantly utilize this augmented reality tactic because as we all know traditional advertising is dieing (whether it be because consumers are becoming bored of regular commercials or people just aren't watching television like they used to. I would not be surprised to see this kind of advertising more in the future for it is a great way to create awareness in a different and more creative form. Even when a consumer is done drinking the can of coke, if the can is left around (as it usually is with college students) friends could see the new can and spark a conversation about it. Buzz is what I believe will most effectively sell a product and augmented reality seems the best way to do so in this day in age. It might seem a little cheesy to others, but for myself, I enjoy the fact that brands and products are working together to benefit both parties.
I honestly kind of like this commercial. I think it can be a great idea if you are trying to first, advertise for two things a drink and a movie, while also being able to promote a new movie and create buzz. I also feel that by using these commercials coke for example is able to possible be associated with a movie and, hoping its a hit gain much more awareness for their product. I think its a great appeal to younger generations because it does take them into another world and would definitely break through the clutter of younger minds.
I honestly kind of like this commercial. I think it can be a great idea if you are trying to first, advertise for two things a drink and a movie, while also being able to promote a new movie and create buzz. I also feel that by using these commercials coke for example is able to possible be associated with a movie and, hoping its a hit gain much more awareness for their product. I think its a great appeal to younger generations because it does take them into another world and would definitely break through the clutter of younger minds.
When I read this article, I think about all the other movie and tv show based gimmicks that have come out throughout the ages. McDonalds has given out kid's meal toys surrounding upcoming movies for years now. Promoters spend millions of dollars on plastering their movie titles on everything from posters to commercials to Fruit Roll Up boxes. Whether it is good or bad, the world we live in is entirely driven by consumerism.
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