Interactive Packaging
The number of Augmented Reality (AR) mobile users, worldwide, is projected to hit 2.4 billion in 2023;
AR tops the list of tech that makes users view a brand as innovative.
All this is to say that AR isn’t a passing fad. It’s a growing trend. And for brands of all shapes and sizes, it’s an exciting opportunity to engage your customers, elevate your brand, and captivate a new audience – and all without reimagining how you package and sell your product!
In this post, we share the benefits of AR storytelling within Interactive Packaging for brands. But first…
What is Augmented Reality?
Augmented Reality mixes the real and virtual worlds, putting immersive, interactive experiences into the hands of smartphone and tablet users. Using clever code and cutting-edge video, 3D Modelling & animation. AR brings brands to life by simply scanning an image, label, QR code, or open space.
XL companies, such as McDonald’s, Coca-Cola, and Jameson have already used AR to great effect.
What are the benefits of AR storytelling on packaging?
Using Augmented Reality within packaging is a smart way to stand out from the crowd and engage with your audience. By inviting your customers to scan a code or label on your product, then using that product as the deployable canvas – they’re spending even more time interacting with your brand. And apart from that point, the opportunities are almost endless
You could give customers access to an AR game with a scoreboard and prizes, further strengthening brand loyalty;
You could give them a discount code, encouraging further sales;
You could capture data and push them further down the marketing funnel;
You could prompt them to share the experience on social media, widening your audience via word-of-mouth, viral marketing.
The other clear advantage of investing in AR for brand packaging is the cost. There’s no need to redesign or alter your existing packaging. The focus is squarely on integrating this layer of digital content into existing brand real estate, be that in the form of labels, packaging and boxing. This means you can have something live relatively quickly — perhaps in time for a summer promotion or tie-in with a film, TV, or sporting event.
Remember: With AR storytelling in packaging, your customers aren’t just buying your product – they’re buying an experience. These experiences don’t always have to be sales or marketing orientated. They could simply add value to your customer’s day-to-day. For example, pharma brands could link to an AR video explaining how to use their product or covering potential side effects. Food manufacturers, meanwhile, could share recipes, educate on Kcal or serving suggestions in a fun and compelling way.
How does Interactive Storytelling work?
Markerless AR content doesn’t require real-world print to unlock media – a user simply points their device’s camera at an open space or flat plane to deploy the chosen AR experiences.
However, AR for brand packaging requires a trackable image (a “marker”) to unlock each digital experience. These triggers can be engineered to be almost any desired graphic, image, or item, such as your existing label, logo or product.
Here’s an example of Marker-Based AR:
Our studios process for creating interactive storytelling:
Our process for creating eye-catching AR storytelling for brands encompasses several steps, starting with a detailed creative brief, and ending with a comprehensive promotion plan.
Let’s take a look at each step in a little more detail:
1. The Brief
First, we get to know your brand and your audience via a creative briefing exercise.
This helps us to better understand how you intend to use your product & packaging with AR to engage your users. Our experience in live Web AR & AR App activations alongside our creative 3D animation ensemble and big project experience ensures your campaign will be aligned with your audience and your goals from day one.
2. Storyboarding Your Idea
Next, we detail your brand’s AR experience via a design-led storyboarding exercise. This helps us to visualise the concept, before exploring different options and adaptations, all while incorporating your brand guidelines and aesthetics.
3. Design
With a brief and storyboard signed off, we hand the reins to our talented 3D modelling department. Experts in the discipline of 3D modelling & gamification for AR, our team ensure your 3D experience looks incredible and works optimally from the moment your customer engages with your activation.
The beauty of this is that the only limit within any design & creative stage is imagination!
4. Development
Now for the magic dust. Working within the industry frameworks and standards, we develop the code that makes your bespoke AR experience leap from your user’s screen into the real world.
And our passion for emerging tech, coupled with our expertise in hosting & deployment techniques means your AR content can be enjoyed, maintained, and accessed seamlessly across a range of smart devices both offline & online.
5. Launch & Promotion
Finally, we launch your AR element and set about promoting it. Our marketing services run the gamut from app store optimisation to digital content, online marketing, and more.
In short, we put your AR packaging experience in front of the right people, at the right time to maximise exposure and ROI.
In Summary
Augmented Reality storytelling is still in its infancy and will only continue to evolve with the devices and technologies that support it.
It’s exciting. It’s futuristic. And above all else, it’s something you can’t help but share.
Discover the possibilities for your brand with an interactive AR storytelling experience.
