The three C's for success
We often get asked what makes for a successful AR campaign, which is a great question.
What the data over the past eight years has consistently shown us is that there are three simple C’s for success with AR: three ingredients to make sure your AR campaign will deliver the best results.
In most cases, these points actually have little to do with the technology, and everything to do with great planning and execution.
First, you need the right Context: the audience you’re speaking to needs to be interested in the product or place they’re being asked to point their device at. AR alone won’t bring the horse to water!
"When considering context, you need to put yourself in the shoes of your audience at that precise point in time."
The technology alone cannot make someone interested and engaged - that has to be intrinsic to the physical object, location or marketing collateral they’re looking at.
When considering context, you need to put yourself in the shoes of your audience at that precise point in time. You have to consider whether this moment of assistance is the right occasion when your audience is likely to have the right dwell time, access to decent wifi or network connectivity and a hand free to successfully interact with the experience you want to serve.
This comes before considering the other important aspects of the physical environment they are in that can dramatically affect the likelihood of delivering a positive end-user experience - that comes down to the lighting, acoustics, line and angle of sight and likely distance from the target image or place they’re pointing their camera at in that moment.
The more you can control the context and think deeply about it at the start of your project, the more likely you will deliver a more relevant end user experience.
Call to action
Second, you need a really clear Call To Action. This is as important as the technology itself. Right now we don’t live in a world akin to Minority Report or Ready Player One (yet!). The physical world of products and places is not replete with a hidden layer of additional content and information when seen through our device’s camera.
“Without a clear, compelling and directional call to action you simply won’t get people scanning..."
So as a brand or business owner, unless you clearly sign-post to people that they need to download an app, and point their phone at an object, image, face or location to unlock a moment of digital discovery, they won’t know what to do.
This point cannot be overstated. You have to tell people what to do and what the payoff is going to be in really simple terms both in the physical target image and in the app itself as part of the UX and UI.
We use the call-to-action: mnemonic ‘Ready. Aim. Zap.’ Ready - Download the app. Aim - open the app and point at a given image. Zap - bring it to life to get a reward, discount, additional information, social share, exclusive content or other bitesize experience to surprise and delight or inform and instruct.
Without a clear, compelling and directional call to action, you simply won’t get people scanning. The golden rule is to assume that no one inherently cares about AR and they’re certainly not waiting for your AR campaign. Unless you tell them what to do and give them a clear and compelling reason to scan, they aren’t going to engage.
And finally, the third C... Content.
You’ve got to make sure you’re delivering content that people really care about and couldn’t have received more easily by just going to YouTube, a webpage or opening up your app.
It has to make their lives easier or reward them for their effort - otherwise, you risk letting them down and doing more harm than good. So ask yourself whether the value-proposition stacks up against the effort to engage.
"...make sure you’re delivering content that people really care about...."
Also be sure that your content understands the context. If you’ve built a beautiful 3D animated experience that is 50mb and expects people to download it on-the-fly on their pay-as-you-go network plan - think again.
If you get these three ingredients right, you’ll see great levels of interaction and propensity to purchase.
Zappar, and AR, in general, is a fantastic way to deliver engagement and also deliver downloads and retention to your app. On average, users spend over 80 seconds in a Zappar Powered experience and repeat scan over three times.
Recent neuroscience research that we undertook with Mindshare and Neuro-Insight unequivocally reinforced our own real world data that we’d seen in case studies time and again over the years. This research shows that AR drives high levels of attention - 45% higher than TV & Online - and all-important memory encoding at 70% above other digital media.
Basically, it’s a great way to elicit active learning through doing or move someone down a sales & marketing funnel. Our Three C’s for Success are a proven and practical lens through which we consider all our work with our partners. Get the context, call to action and content right and you’ll be a long way down the road to ensuring success and customer satisfaction with your AR activation.
If you want to know more about creating successful AR campaigns, you can reach out to me and the team via the contact us form.