Advertisers, marketers, and promoters are constantly seeking new ways to urge their messages known and absorbed. Therefore, they seek to get advertising that engages the audience, asking people to prevent, spend time, and get entangled with the advertising message. Digital technologies, Internet applications, and new media offer many opportunities for this purpose. The mentioned technologies are applied within the design, implementation, and control of advertising to enhance advertising effectiveness. However, advertisers have difficulties in obtaining consumers’ attention and application thanks to an increasing competitive message environment. Consumers are more informed than ever but seem to be unable to pick useful information; markets are characterized by information overload and an oversupply of replaceable products and services. Therefore, individual communication and brand experience take a key role in consumer communication. Augmented reality (AR) seems to be an innovative technology offering various potential to implement experience marketing and to reinforce brand communication. AR allows enrichment of printed and digital information with interactive content. Therefore, it’s assumed that AR could affect advertising effectiveness.

 

AUGMENTED REALITY, INTERACTIVITY, AND VIVIDNESS IN BRAND COMMUNICATION 

 

With the background of highly competitive consumer markets and knowledge overload, strong and distinctive brands constitute the strategic resources of firms. Brands are intangible assets that enable firms to customer engagement and to accrue economic rents. High levels of brand name awareness and brand knowledge can reduce risks perceived by (potential) customers within the context of buying and are therefore essential challenges in brand management. Brand knowledge describes the very fact that buyers can build their image of a brand supported recognition and recall. AR applications represent multilateral interactive sorts of communication and thus allow a lively participation within the communication process. Interactivity is often seen as a central factor enhancing the depth of data processing on the part of the buyer. Literature shows that higher levels of perceived interactivity do not always follow from a higher level of de facto interactivity. However, interactivity stimulates sensory processing and enriches the mediated environment. This fact is described as vividness: “vividness means the representational richness of a mediated environment as defined by its formal features; that’s, how an environment presents information to the senses”.

 

This avant-garde piece of technology was once considered a neighbourhood of the fiction; not anymore. Today it’s become really a part of the truth. Here, I even have compiled an inventory of seven of the good uses of computer games in advertising that ought to raise several eyebrows counting on the creative nature of the ads. Take a peek.

 

• The use of computer game in test drive: Incorporated by Volvo

Volvo launched its very own VR ad campaign in 2014.

They made a pact with a reputed VFX studio also like Google to release their very own Volvo reality app amid a branded viewer kit such users could take the XC90 Volvo car for a test drive within the mountains. the whole experience was richly immersive and really gratifying.

Geographical barriers ceased to be a drag anymore. Through this innovative computer game campaign, customers are going to be ready to take the test drive from the very comfort of their drawing-room. So there’s absolutely little question that that’s the simplest a man/woman can get especially when test driving accompanied with location constraints are concerned. You can’t invite more convenience; can you?

 

• The use of computer game in Happy Meals: Incorporated by McDonald

McDonald used its Happy Meal box to make this very cool marketing campaign. They presented their customers with their very own version of a Google Cardboard box which will be made up of the Happy Meal box itself.

After a successful construction of the Google Cardboard box from a cheerful Meal box, customers are going to be ready to use an equivalent box to play a VR game called “Slope Stars” in an immersive VR world on their smartphones respectively. The experience is just amazing; there’s little question about it.

 

• The use of computer game in honeymoons: Incorporated by the Marriott Hotels

The Marriott Hotels group came up with this innovative idea where they presented newly-wed couples with a taste of virtual honeymoon to amp up the chemistry between the 2 of them.

During this ad campaign, they invited newly married couples outside the NYC hall to return up inside and have the experience of a lifetime which was the experience of getting a honeymoon during a richly immersive virtual world. many of us obliged and were blown away by the experience.

 

• The use of computer game in honeymoons: Incorporated by the Marriott Hotels

The Marriott Hotels group came up with this innovative idea where they presented newly-wed couples with a taste of virtual honeymoon to amp up the chemistry between the 2 of them.

During this ad campaign, they invited newly married couples outside the NYC hall to return up inside and have the experience of a lifetime which was the experience of getting a honeymoon during a richly immersive virtual world. many of us obliged and were blown away by the experience.

 

Advantages of computer game in the Advertisement

 

The first and therefore the most vital advantage of AR ads is that they assist to make a particular emotional reference to customers. Augmented reality ads are so interactive and realistic that buyers desire they’re playing an enticing computer game. This builds an emotional connection, increasing brand awareness and inspiring customers to form purchases.

Another benefit may be the possibility of virtual try-on. Your consumers can try many various items with AR: glasses, shoes, clothing, jewellery, watches, etc., without leaving their homes. This makes AR ads a strong tool for driving sales and increasing revenue, especially, at the age of e-commerce.

 

The first and therefore the most vital advantage of AR ads is that they assist to make a particular emotional reference to customers. Augmented reality ads are so interactive and realistic that buyers desire they’re playing an enticing computer game. This builds an emotional connection, increasing brand awareness and inspiring customers to form purchases.

 

Another benefit is the possibility of virtual try-on. Your consumers can try many various items with AR: glasses, shoes, clothing, jewelry, watches, etc., without leaving their homes. This makes AR ads a strong tool for driving sales and increasing revenue, especially, at the age of e-commerce.

 

How Virtual Reality Marketing Fits in Today’s World

Virtual Reality is without a doubt one among the foremost rapidly sold, innovative technologies of this decade. Thousands of brands and website owners are grabbing onto the trend and customers are certainly loving it!