Reality

Brands are constantly changing the ways that they approach customers, they need to engage in new and different ways, this can be proven to be a challenge however, linking back to my blog on original thinking, innovation is becoming more and more common. An example of this can be seen with Papa John’s pizza partnering with TrackMyPizza.com, this way customers can track where their delivery is while its one the way, with an additional updates every 15 seconds. The drivers are equip with GSP enabled handsets, which is then coupled with the customers mobile phone number, allowing the data to be accessed. However other Pizza stores are catching up, with Dominos showing each step the pizza is in, from making, to in the oven to left the store, I admit it is not as advanced but it’s getting there.

Quick Response codes (QR codes) have been around for a while now, which is no surprise seeing as mobile marketing is at its highest, Jennifer Graham in 2011 wrote a blog names QR Codes De-coded (available at http://www.blogher.com/qr-codes-decoded?wrap=blogher-topics/internet&crumb=32408) she stated that QR codes were fist developed in Japan, 1994 and have been used in Asia for many years, they have only recently been used in the US and the UK.

These codes are similar to barcodes and are used alongside Smartphones, the consumers are then redirected to the content they desire. This method has been so successful because the majority of phones that are used are Smartphones such as the iPhones, Blackberry, Samsung Android and many more, most of which all include the application for scanning QR codes. 

QR codes create a mystery that can lure people into taking further action, when people have an interest in something they will take these few simple steps to see what’s behind the code, it has even gotten to the extent where Japan are using QR codes on gravestones for people to access information about the deceased (Michael Keferl 2008). Graham identified three important factors when developing a QR code; firstly, creating value, meaning customers should be rewarded with something like a voucher, a recipe, or some kind of story or picture. Secondly, knowing your audience, does QR codes suit your audience and thirdly, measure your results. However, like most things technology always changes and it can be expected that QR codes won’t last forever and will be improved further or soon be replaced by something else; we can already see these QR codes being developed to create ‘An Augmented Reality’.

An augmented reality has been defined as ‘The technology of combining real word images, video, etc. with computer-generated information and/or imagery’ (MacMillian Dictionary) this has created a new way in which customers can interact with a brand; Disney and Warner Bros have both signed up with Carlton Books, to accompany the release this year of Happy Feet 2 and Cars 2 with books and software that helps the pages come to life. Carlton Books have created Dinosaur Alive and Fairy Land Magic which can be seen on the link below:

There is no doubt in my mind that augmented reality is going to play a big role in our digital future, not only has it been applied to books but libraries, business cards and even pets. Bo Brinkman, a computer scientist at Miami University has developed an augmented reality application (ShelvAR) that can be used in libraries to find and return misplaced books. It shows great potential for the advertising and marketing industry, we can already see this as there is a Facebook page dedicated to Augmented Advertising: 

Augmented reality is already active in Japan, The Sekai Camera is a system for using online data to navigate around the real world in everyday life:

This application allows your phone to do a number of things; show new products, offers and sales, give directions and locations, give restaurant menus, leave messages for friends and families online and much, much more. This new technology has already been used through advertising by Mini and Doritos in order to enhance the customer experience. For instance, on Doritos Sweet Chilli packets it Brazil there is a symbol which can be activated online bringing to life a little Doritos monster named ‘Doritos lover’ then there are several different options for interaction with the little monster (Doritos.com).

 Despicable Me have used Augmented reality on one of their poster so that their audiences can view a poster over their Smartphone and the poster comes to life before the trailer plays then gives the viewer the opportunity to buy cinema tickets or order a copy of the DVD.

In the book Augmented reality: Placing artificial objects in real scenes (1998) R. Behringer mentioned that never before has any individual has as much information at their fingertips and due to the developments in data mining more efficient ways of accessing information has been found and developed. Augmented reality provides a better form of accessing information. In 2011 Marketing Week revealed that Nestle had created 26 million cereal boxes into 3D augmented reality video games, the boxes will be released in 53 countries and will be used to promote the new film Rio. 

Through the use of QR codes and Augmented reality have allowed consumers to interact with brands in ways that were never thought possible, by using different methods of communication brands have found a way to tackle members of their audience who before may have chosen to ignore adverts or other forms of interaction with brands, they are now being given an incentive to go out of their way to look for offers and become involved with brands, if done successfully will only have a positive effect on brands.