Memorable AR Experiences

Leading creators reveal how to harness the power of augmented reality for brand marketing.

23 March 2023

One way to define the metaverse is an evolution of the internet into a platform that we're in, not just on. Future projections often feature a virtual-reality universe that immerses us completely, and some brands are already taking advantage of emerging capabilities in this space to draw audiences in. VR is compelling, but universal accessibility is still a long way off. Marketers are waking up to the fact that, for now at least, augmented reality is the smart play for most brands to engage with today's fast-evolving metaverse.

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For many brands, AR is not yet on the radar. "Brands come to me to make a video, and I say: 'How about an AR filter instead?'" explains Cheng. "I have to convince them, educate them, screenshot analytics from previous campaigns. Then they come on board. But they usually don't know to ask for it." To reach its full potential, marketers can gain a lot by partnering with experienced AR creators, like Cheng, who have proven success in the field. "Find true partners – not just vendors – who you bring in from the start," advises Aaron Hoffmann, director of international marketing, Reality Labs at Meta. "Empower them with the freedom to do what they do best: create authentic and awesome experiences." Some of Cheng's filters have clocked up 50 million-plus views. "That's not even that much in the filter world, but it would be insane numbers for a video," she smiles. "AR gives you an emotional connection. What will you remember more – a video that you scroll past, when you've already scrolled past hundreds that day, or the thing that makes you go: 'Huh, really? I'll try that in my living room.' You remember that."

"AR is how we eventually get to the metaverse. Without it, I don't think it's possible to get there," reflects Karen X Cheng, an award-winning director and AR creator who has collaborated with brands such as McDonald’s, Lego and Virgin. "It can be beautifully experienced on a headset through Passthrough VR technology, but the way most of us experience it today is through our phones. And that can be magical and fun too." As Cheng points out, AR filters typically outperform video dramatically. "Not just 10% better, but sometimes 10 times better, or even 1,000 times better,” she reveals. “A video might have a shelf-life of 48 hours, maybe a few weeks. But a filter is like a seed that plants more seeds, and then those seeds plant more seeds. Normal videos can't propagate; AR filters can go on for months." From a marketing perspective, AR is not just a nice-to-have extra; done right, it has demonstrable effectiveness and huge viral potential. Read on to discover key considerations for any brand marketer keen to tap into those opportunities.

Understand the value of AR

Design around current constraints

From a user's perspective, London-based creative technologist and AR creator Ommy Akhe predicts a world in which the AR experience becomes totally frictionless. "I see a paradigm shift where augmented reality is about everyday utility, as opposed to novelty; where contextually aware technology can facilitate and complement our day-to-day," she says. "Ultimately, I hope emerging technology can help us spend more time doing the things that matter to us most."■ Learn more about business opportunities in the metaverse here.

— Aaron Hoffman, Meta

"There will be risks and challenges, many of which can be anticipated."

MARKETING IN THE METAVERSE

Instagram filters are capped at 4MB for accessibility reasons, which presents a challenge for AR creators. A creative approach is essential for maximum impact: for instance, Cheng's McDonalds sculpture gets maximum impact from the file size by building the effect from a complex pattern of simple shapes rather than a smooth 3D model. "The technology is not as good as imagination is right now," she says. "Lots of filters look kind of cheesy because the graphics aren't as good as real VFX." Lau also optimises models and designs with small file sizes in mind: "Oftentimes I find myself prioritising an extra 3D model over a higher-quality image texture. And with video textures, I might only have a three-second loop. But there are always creative ways around these restrictions, and the technology is only improving." While AR is necessarily low-fi for now, that shouldn't put off creators – or brands – from using it. "The technology will catch up," adds Cheng. "If you wait for it to be amazing before you start, the train will have left, and you will have missed it." It's vital to stay abreast of features as they are added. In the past few months alone, Cheng has enjoyed experimenting with newly released hand-, ceiling- and floor-tracking functionality.

Above and top: Nissan developed a Meta Quest 2 experience to familiarise electric car buyers with its Ariya model

Put user experience first

The most successful uses of AR in brand marketing create meaningful, compelling experiences – not just interactivity for its own sake. "The digital element should always add to the narrative and enhance the overall experience," says Christie Lau, a BA Fashion Print graduate from Central Saint Martins college who specialises in AR and VR projects. Lau partnered with Meta to launch ‘Queens of the Metaverse’, which blended AR with a live performance from drag king Adam All. "I designed the physical aspect of the look as a suit that looked like it was twisting around the wearer," Lau explains. "I then created a digital twin for Adam that dances and twists around him." After extensive body-tracking testing, Lau experimented with animating the textile of the suit. "AR experiences that only rely on their digital aspect risk becoming shallow and unengaging. Always ask yourself what value AR provides." When commissioning an AR effect, there are many options to consider. Face filters are hugely popular, and lend themselves to shareability on social media platforms such as Facebook and Instagram. Real-world filters, meanwhile, present exciting opportunities to bring virtual products into a real-life context: "You can place interesting things in the world for people to play and interact with,” explains Cheng.

For instance, Cheng recently created an eye-catching AR optical illusion for McDonald’s to celebrate Lunar New Year – in particular, the transition from the Year of the Tiger in 2022 to the Year of the Rabbit in 2023. Tap to place a tiger face sculpture in your environment, and as you move around it for a different perspective, the shape of a leaping rabbit emerges.