How AR Prompts Deeper Consumer Engagement Around Content
Major media brands are producing augmented reality content that adds an interactive layer to their storytelling
In the next three years, investments in augmented reality will vastly outnumber VR investments across industries. Major media brands are already flocking to the tech to make coverage on everything from sports to space exploration more engaging. As Apple CEO Tim Cook noted, “I see AR as being profound. AR has the ability to amplify human performance instead of isolating humans.”
Brands are bringing content to life through interactive, augmented experiences, shifting passive consumption towards active interest and participation, and re-energizing the relationship customers have with a product. PSFK researchers looked at a few notable examples:
USA Today released an AR app to provide fans with an interactive way to consume space-related news and content. The application, called 321 Launch, brings viewers an AR hologram rocket launch experience from liftoff to landing. The experience guides users through an AR rocket launch from any flat surface, with an animated hologram showing the rocket in real-time. The app incorporates telemetry data, generating a predictive flight-path and allowing users to follow the speed, acceleration and altitude of an active rocket launch live in augmented reality.
Musician Will.i.am created an augmented reality experience for his graphic novel Masters of the Sun: The Zombie Chronicles, which readers can scan to bring the interactive content out of the book. Users can hold their phone to the page to hear a score composed by Hans Zimmer, narration from Stan Lee, and characters’ voices portrayed by actors including Jamie Foxx, Queen Latifah, Mary J. Blige, Rosario Dawson and Snoop Dog.
Facebook is producing AR experiences for marketing that are tied to real-world location markers. For the pilot tests, users point their phones at a movie poster to see a virtual world and other effects that jump out on the screen.
BBC’s AR app, Civilisations AR, brings 3D scanned artifacts into the room with the “magic spotlight” tool, which reveals audio hotspots and special features, such as translating hieroglyphics on the Rosetta Stone or an X-ray feature to see inside solid objects.
The PGA created an AR app, called PGA TOUR, that uses live sports data to engage fans by helping them plot out digital holes on their real-life tables. Users select a hole and point their phones at a horizontal surface—a table or desk, for example—to follow along with the shot trails of their favorite players.
The New York Times
The New York Times’ AR app launched a new feature that focuses on David Bowie’s “visual legacy.” Users can project life-size versions of the rock star’s iconic costumes into their surroundings and explore the outfits from all angles, using their smartphones.
With no more hardware than a smartphone, AR adds an additional layer to brand storytelling, allowing viewers to explore responsive content from every angle in the same way it can be used to let consumers virtually examine products at home. For more insights on this subject, download PSFK’s report Exploring Augmented Reality’s Impact On Brand Engagement.
Lead Image: The New York Times