Ice cream-maker launches augmented reality concerto
Acclaimed ice cream-maker Häagen-Dazs has released a new augmented reality application. The application is called “Concerto Timer” and is meant to provide consumers with a virtual violin concerto while they wait for their ice cream to reach an ideal temperature and consistency. The virtual melody lasts for two minutes, the time Häagen-Dazs suggests it takes for ice cream to achieve an ideal state. This virtual concerto can be activated by using the application to scan the lid of Häagen-Dazs products.
Augmented reality could have more value beyond marketing and entertainment
Augmented reality is nothing new to the marketing or entertainment scene. The technology is often used as a sort of gimmick to capture the attention of consumers that have become resilient to traditional marketing techniques. To this end, augmented reality has been relatively successful, but the technology can be used for much more than marketing.
AR application adds value to products
Häagen-Dazs’ latest initiative concerning augmented reality has very little to do with marketing. The Concerto Timer is, essentially, meant to act as a simple timer. The application exists primarily to add further value to the products that Häagen-Dazs sells and bolster a relationship between the company and its consumers. Providing consumers with a virtual concerto certainly sets Häagen-Dazs apart from its competitors and suggests that the company takes steps to engage consumers in new and dynamic ways that others do not.
Businesses could see more loyalty from consumer by engaging them in new ways
The benefits of such an approach toward augmented reality are not exclusive to Häagen-Dazs, of course. Businesses that are looking to establish a better rapport with consumers may do well to embrace augmented reality and provide consumers with interactive experiences. Consumers tend to remember such initiatives favorably and show loyal patronage to businesses that can engage their interests without inundating them with marketing campaigns and similar initiatives.