Augmented reality is a technology that is only now beginning to reach its potential. Though the technology has a wide range of appeal in many industries, advertisers have been most enchanted by the possibilities of augmented reality. Interactivity is often considered to be the crux of advertising, as the most engaging campaigns tend to be the most successful. As consumers begin to adopt mobile technologies, marketers have been working harder than ever before to capture their attention. Given the fact that consumers have little to no experience with augmented reality, it has become a powerful tool in the marketing world.
The Body Shop, an international cosmetic franchise, has recently adopted augmented reality for a new marketing campaign that has enthralled consumers. The company launched the campaign at the end of September and it quickly became quite popular amongst consumers. The campaign, which marks the company’s 35th anniversary, has consumers make use of a new mobile application called iButterfly. Using the app, consumers can track down virtual butterflies that flutter around the real world, unseen to the naked eye.
Each digital butterfly holds a special prize, such as discounts or free rewards that could be redeemed at Body Shop stores. The campaign proved so successful among consumers because it had them participate in an activity rather than be subject to passive-aggressive marketing stratagems.
Though the campaign ended this week, the prospect of a more expansive initiative may be in the works.
