In current digital era that craves instant connections and engaging content, brands have found a secret weapon in augmented reality (AR). AR marketing takes interaction to a whole new level, blending the virtual with the physical to create immersive, personalized experiences that consumers not only enjoy but often remember and share.
The results? Boosted engagement, brand loyalty, and a fresh way to stay memorable in a crowded marketplace. Let’s discuss today the world of AR in marketing, exploring a few outstanding campaigns that show how brands are creatively engaging consumers with augmented reality.
1. Making It Personal with AR Try-Ons: Sephora’s Virtual Artist
When it comes to makeup, the struggle is real. Finding the perfect shade of lipstick or foundation without physically trying it can be a gamble, but Sephora made this process both easy and enjoyable with their Virtual Artist app. This AR-powered tool lets users upload a selfie and virtually “try on” various makeup products, from lipstick shades to eyeshadows. The technology even offers tutorials, teaching customers how to create specific looks using Sephora products.
The beauty of this approach is the instant, no-risk trial it provides, right from the user’s phone. Shoppers feel more confident in their purchases, and Sephora, in turn, enjoys increased brand loyalty as customers find the experience both useful and fun. The Virtual Artist app has been a game-changer in beauty retail, showing how AR can add value to the shopping process while creating an emotional connection.
2. Gamifying Engagement: Burger King’s “Burn That Ad” Campaign
In the competitive world of fast food, Burger King took a bold and playful approach to AR with their “Burn That Ad” campaign in Brazil. This app-based campaign allowed users to virtually “burn” Burger King competitors’ ads—quite literally, using the AR feature on their smartphones. When a user scanned a competitor’s ad, the image would appear to go up in virtual flames, after which they’d receive a coupon for a free Whopper.
This campaign was clever for a few reasons. First, it directly engaged consumers, making them feel part of an exciting game where they could “defeat” rival brands. Second, it led to immediate conversions; once customers “burned” an ad, they’d be tempted to redeem their coupon right away. The campaign’s viral appeal and interactive nature showed how AR can create memorable and playful brand experiences, encouraging consumer engagement on a whole new level.
3. Creating an Interactive Shopping Experience: IKEA Place
Furniture shopping is often a daunting task—after all, it’s hard to imagine how a new couch or table might look in your living room. IKEA tackled this problem with its IKEA Place app, which uses AR to let customers virtually “place” furniture in their home. Users can move around their chosen pieces, change their orientation, and even switch products, all from the comfort of their home.
This AR experience doesn’t just help customers make confident choices; it turns the shopping journey into a creative adventure. IKEA Place has changed how consumers approach home design by making the process accessible and enjoyable. The app reduces the likelihood of returns, boosts customer satisfaction, and elevates IKEA’s brand as a tech-savvy, customer-focused retailer. It’s a classic example of AR’s power to add value and make shopping an engaging experience.
4. Bringing Stories to Life: Coca-Cola’s FIFA World Cup AR Experience
In 2018, Coca-Cola celebrated the FIFA World Cup with an immersive AR experience that invited fans to “get closer” to the action. Using Coca-Cola bottles as AR triggers, fans could point their smartphones at the bottle to activate an animated experience featuring famous footballers celebrating goals and performing signature moves.
This campaign allowed Coca-Cola to strengthen its connection with fans through a shared love for football. It turned a simple beverage purchase into an interactive, memorable experience, bringing fans closer to their favorite athletes and the excitement of the World Cup. For Coca-Cola, it was a win-win: they increased engagement among football fans while reinforcing their brand identity as a central part of the World Cup experience.
5. Transforming Outdoor Ads into AR Experiences: Pepsi’s Unbelievable Bus Shelter
Pepsi created a jaw-dropping AR experience with their “Unbelievable Bus Shelter” campaign in London. They transformed a regular bus shelter into a portal of unexpected, animated surprises: people waiting for the bus could see (through the screen) UFOs flying over the city, a tiger prowling down the street, or even a meteor crashing nearby. It was like Hollywood special effects brought to the bus stop.
This campaign captivated passersby, who shared their experiences across social media, sparking viral attention and conversation around the brand. Pepsi’s bus shelter stunt became a social sensation and demonstrated how AR can turn even a mundane waiting experience into something “unbelievable” and unforgettable. The campaign not only entertained but created an emotional response, leaving a lasting impression on everyone who experienced it.
The Way Forward
As these examples clearly show, AR in marketing is more than just a gimmick; it’s a powerful tool to connect with consumers in unique and memorable ways. By gamifying experiences, offering virtual try-ons, and creating immersive interactions, brands can move from passive advertising to active engagement. AR lets consumers participate in brand stories, bringing products to life right before their eyes.
As AR technology continues to advance, the possibilities for brand engagement will only grow. The brands that embrace this technology are not only winning over consumers today but are also setting a foundation for loyalty and connection that will benefit them for years to come.
Whether it’s burning ads, transforming bus shelters, or virtually decorating living rooms, AR is opening a new chapter in marketing, one where brands and consumers can engage in experiences that are as interactive as they are unforgettable.
