Innovative marketers can now leverage augmented truth to craft immersive brand experiences, create more interactive marketing, and enable consumers to experience products and spaces in new ways. Augmented reality (AR) is the practice of displaying digital information over people's real time view of items, people, or spaces in the actual universe. While AR can play a valuable role in integrated advertising applications, little is known about the practice and the way to execute effective AR plans in the marketplace.
We then describe the fundamental design choices that marketers must make when planning an augmented truth campaign. Moreover, we explain how understanding and addressing the dynamics between various active and passive AR components can help marketers to optimize their AR campaigns and accentuate various kinds of consumer engagement: user-brand engagement, user-user engagement, and user-bystander engagement. Through our framework and analysis, we develop eight actionable recommendations--described with the acronym ENTANGLE--marketing managers may utilize to design immersive AR encounters that optimize consumer involvement.
PUBLICATION DATE: March 15, 2016 PRODUCT #: BH725-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
Related Case Solutions & Analyses:
Introducing E-MARKPLAN: Practical Methodology to Plan e-Marketing Activities
British Airways: Go for It America Promotion (A)
Artecola: Building a Global Brazilian Multinational from Rio Grande do Sul
The Slingshot: Improving Water Access
Limits to Growing Customer Value: Being Squeezed Between the Past and the Future
Harrah’s Entertainment, Inc
Inkaterra
How Far Can Luxury Brands Travel? Avoiding the Pitfalls of Luxury Brand Extension
Marvel Enterprises, Inc., Chinese Version
Katja’s Danish Bread (A): Making Some Dough – Exercises in Price, Demand, Cost, and Capacity
