AR (Augmented Reality) technology: Let users "talk" with packaging
2023-06-01 02:09:00
AR (Augmented Reality) technology has penetrated into every aspect of people's lives, and packaging is no exception. Coca-Cola and Pepsi competed to launch a new package using AR black technology, playing a new trick on traditional packaging. So, why does AR marketing become so hot? Why do well-known brands try AR technology in product packaging? What AR technology brings to the packaging industry?
Maximize information dimension
The traditional packaging contains limited information and presents a single form. Due to the limitation of the packaging size and memory size, the information of the packaging needs to be streamlined and directly into the subject. However, after using the AR technology on the packaging, because the content it presents is digital, the carrier is a mobile phone, a tablet, or an AR glasses, which can accommodate almost unlimited amounts of product-related information.
In addition, the traditional packaging is mainly in the form of printed text and flat pictures. The AR technology can upgrade it from a 2D plane to a 3D stereoscopic format, so that consumers can understand the product more intuitively, vividly, and comprehensively. For example, when using the AR application to align the boxes of "Sun" chocolates, the complete chocolate product information will be displayed and a detailed interpretation of each chocolate will be made.
In combination with AR technology, the dimension of packaging can be expanded not only as a change in the form of expression, but there is no upper limit on the amount of information that can be carried. The large amount of information intake means that AR packaging can be presented to consumers in a more attractive form.
Interactive brand communication
In the current situation where products are highly homogenous and lack of differences, companies are increasingly favoring innovation in product packaging. The trendy AR technology is very suitable for fashion and dynamic brand enterprises to highlight its dynamic side. In addition, AR's high interaction and participation can capture the hearts of young consumers. Here, AR technology acts as a catalyst for interactive packaging.
In 2013, Coca-Cola worked with Spotify, a streaming music service platform, to turn a Coke bottle into a music player. Users download the AR application and scan the Cola bottle. A headset is superimposed on the Coke bottle, allowing you to listen to the top 50 songs on the music charts. According to statistics, a total of 75,000 users downloaded Coca-Cola AR applications for experience and participation, which is a 300% improvement over previous QR codes on Coca-Cola packaging. On Christmas 2014, Coca-Cola launched the "Coca-Cola Magic" AR application in the American city of Armenia. When the user picks up the mobile phone to scan the Cola bottle, 3D virtual Santa Claus drinking Cola will appear. He can also pose with the user and pose in various positions. According to statistics, within 1 month of the launch of this AR ad, the number of Magic AR app downloads reached 50,000, and a total of 250,000 users searched for related words.
Global packaging industry giant SIG Combibloc's global product manager said: "More interactive content, consumers are more likely to resonate and have a positive impression on the brand. Through the help of AR, brand owners can increase and The opportunities for consumers to come into contact with consumers become more intimate, and in the end, there will be long-term, positive returns on the brand.â€
Entertainment marketing
AR can create a new sales model to convey product information, adjust for the environment, individuals, time, location, and make interactive, interactive content, making offline and online sales even more close.
From the start of novelty use to entertainment, AR applications in retail packaging continue to grow. Different from other technological trends, AR relies on the user's sense of the world to experience the fun of the combination of true and digital, and it also requires a non-digital design that is sustainable.
In addition to the basic functionality of the product, the reason why a user chooses a product or service is largely fun and interesting. With the "post-90s" gradually becoming the main force of social consumption, this trend becomes even more obvious. AR technology can add interesting game experiences to the packaging and attract consumers in an easy and fun way. For example, during the 2010 World Cup, users were able to play football games by scanning the packaging of customers' chips. At that time, they attracted a lot of fans.
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