In this article, you'll learn...
- How to effectively use augmented reality to boost product awareness and sales
- A detailed example of how a B2C company used augmented reality to advertise a product
- Three lessons to apply to your campaigns that use augmented reality
Company: Olympus Imaging America Inc.
Contact: Sally Smith Clemens, product manager
Location: Center Valley, PA
Industry: Electronics, E-Commerce, B2C
Annual revenue: $10,000,000,000
Number of employees: 4,000
It is said that consumers are four times more likely to buy a product once they’ve held it in their hands. But if you know retail, you understand how challenging it can be to get people into stores, let alone within reaching distance of your product (and interested in handling it).
When electronics giant Olympus introduced a new SLR (single lens reflex) hybrid camera to the marketplace, it knew that it was vital that people get their hands on it; that's because one of the camera's major selling points was its advanced compact body design. In short, it was far more representative of a pocket-size point-and-shoot than the typical SLR with interchangeable lenses.
To provide the masses with a hands-on experience that wouldn't require heading to the nearest store, Olympus trialed a new augmented-reality technology. Consumers could print out paper-doll versions of the product and test out its various features via an online interactive tutorial and simulation experience. The campaign even included social elements to motivate users to share these virtual experiences with their networks, and a contest was added to draw additional attention.
It worked. Within a month of the campaign's launch, more than 50,000 people played with the technology, and the company witnessed a jump in in-store inquiries and sales.
In case you haven't heard, a revolution is upon us in the field of digital photography. Olympus is helping to lead the charge with its PEN E-PL1 portable camera, featuring professional digital single lens reflex (DSLR) image quality, interchangeable lenses, point-and-shoot simplicity, and high-definition (HD) video. The camera's technology is based on the Micro Four Thirds system standard, which uses mirrorless technology to enable more compact camera body designs without stifling the creative control and interchangeable lens features of traditional SLRs.
Kimberly Smith is a staff writer for MarketingProfs. Reach her via firstname.lastname@example.org.