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Time to Get Real: How Augmented Reality is Shaping Brand Engagement

Written by:

Kathleen Fletcher

January 25, 2019
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When The Jetsons animated sitcom debuted in 1962, their futuristic world of flying cars, videophones, conveyor belt sidewalks and robot housekeepers shared a humorous and optimistic perspective on a family’s daily life in the year 2062. Viewers enjoyed the exploits of George and Jane Jetson along with their children Judy and Elroy, housekeeper Rosey, and dog Astro.

As the first show to air in color by ABC, the series marked a time when Americans were captivated by imagining what life would be like in the future. Space travel and technological advancements were top-of-mind as President John F. Kennedy delivered his iconic Moon Speech in September 1962, encouraging support for the Apollo program and famously stating, “We choose to go to the moon.”

Thanks to a blitz of innovative, disruptive technology, visualizing the world of tomorrow has never been easier. This year’s Consumer Electronics Show in Las Vegas provided a glimpse of exciting, advanced technology that the Jetsons would have embraced as normal: infrared night vision baby monitors; flying electric taxis; clothes-folding robots; rollable-screen televisions; and a climbing car for first responders to reach natural disaster sites.

As companies develop these futuristic gadgets, one thing is clear: augmented reality is a technology that’s at the center of most of them. Augmented reality (AR) is one of the ways to better visualize the future today. Using consumer-generated images and videos for an interactive “real-world” experience, mobile applications for AR are allowing users to access information anywhere—from entertainment to learning tools with operational and industrial applications.

Tipping Point Communications applied this tech to our New Year’s card, using a team photo from our company holiday party at Smash Therapy in Henrietta (complete with ugly sweaters and sledgehammers). Using footage from our experience and the AReveryware app, a team at Twisted Rope in Buffalo helped us leverage AR for a more connected user experience, bringing the event to life for recipients.

This same app allowed the Francesco Rinaldi brand to tell three different stories with users pointing their phones at any Francesco Rinaldi Organic, Classic, or Alfredo labels, and hovering the phone over the logo to “hear” from the iconic brand image.

These immersive experiences allow brand marketers, content producers and technologists to answer the call from consumers for more meaningful, effortless interactions with brands. Just as the internet and social media significantly impacted brand engagement over the last decade, AR is becoming an important tactic for brands in their digital marketing strategy. In fact, by 2024, the AR market is expected to exceed $50 billion.

How will your brand apply emerging technology for a more impactful user experience? Reach out to Tipping Point to explore ways to leverage AR in your marketing for a more impactful user experience.



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