How Pokémon Go Broke The Ice For Augmented Reality

How Pokémon Go Broke The Ice For Augmented Reality
SHARE
THIS



Augmented Reality has become a mainstream marketing tool thanks to Pokémon Go, and in this opinion piece, Designteam marketing manager Victor David explores why neglecting AR is a poor marketing decision.

With the Pokémon Go hype, large audiences now understand and appreciate Augmented Reality, and are paving the road for marketeers to include AR as part of brand marketing and audience engagement campaigns.

In the past Augmented Reality and Virtual Reality was seen as geeky and complicated, suitable for nerds, gamers and tech lovers drifting away into a virtual world. Pokémon Go has taught the world how accessible and user-friendly Augmented Reality can be for everyone, and made people more willing to download an app for a cool, content-rich experience.

Virtual Reality on the other hand is lagging a bit behind as it needs equipment like Oculus Rift or the cheaper alternatives like Google Cardboard to view a 3D virtual world. With Augmented Reality the user just takes out a smartphone or tablet and can access the augmented experience.

The added benefit of AR over VR is with Augmented Reality, you’re still partaking in the actual world, whilst with VR you’re more or less cut off from your surroundings (and look a bit odd too…).

Therefore Augmented Reality is expected to play a stronger role in marketing than Virtual Reality, but both will become mainstream marketing instruments in the near future.

That the break-through for Augmented Reality came via Pokémon Go was quite unexpected, as it is not the first game using AR, nor the first large-scale AR application for a world-wide audience. It’s probably a perfect combination of Pokémon nostalgia, great user experience, a well-executed gamification element and an audience ‘ready’ for the new technology.

Now that the ice is broken for AR, future marketing campaigns are expected to have components of Augmented Reality, either with a custom game similar to Pokémon Go, or as an AR element complementing a campaign or brand activation.

Experiential marketing agency Designteam played into these developments by offering Augmented and Virtual Reality as a white-label solution for campaigns, making Augmented Reality more accessible and affordable for brands to include in an activation or product launch as part of a larger marketing effort, or it can be the centrepiece of a campaign.

Please login with linkedin to comment

Designteam victor david year on year data

Latest News

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]