By Steven Spong, Event Consultant, Zappar
Over the past few years we’ve watched AR evolve from cute novelty to full-fledged platform. At first, its adoption was driven mostly by niche technology-focused communities who used the then-nascent platform to experiment and tinker. But as it gained momentum, audacious and enterprising brands started dispatching internal teams to focus on the platform as a way to help them achieve different business goals.
One of the more effective and creative ways brands have been using AR is by deploying it at live events. By organizing events that prompt attendees to use AR, brands such as Coca-Cola, Accuray and Accenture have been able to add an extra dimension (literally) to the experiences.
Here’s how they did it.
Coca-Cola: The power of personalisation
Coca-Cola’s foray into personalisation may have started when they first put our names on their cans and bottles, but the company really dug deep into driving a personalised experience when they used AR at their internal conferences.
With Zappar, Coca-Cola developed easy-to-access, customized content using zapcodes. The company printed unique codes for each attendee, providing them with a quick way to use their phone or tablet to exchange contact details and share personalised content via social media at the Coca-Cola Hellenic conference. This seamless extension of the conference into the virtual world allowed the company to keep the focus on the conference without inundating the attendees with the extra material that often ends up competing with the speakers for attention.
Accuray: AR for sampling
Brands and marketers with large-scale, expensive or scarce products can use AR technology as a way for consumers to test and experience their products at conferences and events without overcommitment and logistical difficulty.
Accuray, a radiation oncology company that manufactures medical devices, wanted a cost-effective way to demo their large-scale products, the CyberKnife and Radixact. For a pharmaceutical trade show, Zappar partnered with Accuray to develop two 3D zaps printed onto a tabletop for booth staff to display the unique features of the products. Not only did Accuray save in transport and production costs, but they were able to display the interior of the product for the first time. After the event, users could re-engage with the 3D zaps through take home cards which helped drive sales and brand awareness by giving them an avenue to virtually revisit the products after the event.
Accenture: Effective recruiting
Top graduates are hounded by competing offers from all kinds of companies across all kinds of industries. To stand out from the competition and flex a bit of its technological muscle, consulting and business services firm Accenture used AR at graduate recruitment tours.
Normally, companies set up shop at fairs and hand out tons of paper and other literature, hoping recent or soon-to-be graduates will follow up after. Accenture, on the other hand, cleverly used 6 zaps to stand out by replacing the unnecessary, often trash-bound pamphlets with an actual experience. Graduates were able to scan wall graphics at the Accenture stand to make the skill set of the perfect candidate come to life, helping them get a taste for exactly what kind companies Accenture work alongside and what they seek in candidates.
One of the executions used by Accenture during their graduate tour.
Augmented reality can enhance your brand and marketing initiatives at live events through experience personalization, data capture, product re-engagement and impressive technology. Through Zappar’s simple content creation tools, ZapWorks, marketers can take advantage of creating their own interactive AR content. Don’t miss out, make your next event an enticing live experience for attendees to engage in.
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