AUGMENTED REALITY IN MARKETING: HOW BRANDS ARE USING AR FOR CONSUMER ENGAGEMENT

In today's competitive market, where attention is currency, brands are turning to augmented reality (AR) to create memorable and engaging consumer experiences.

- Abhishek Anand

AR marketing combines the virtual and physical worlds, letting consumers interact with brands in immersive, playful ways that boost engagement and loyalty.

Here's a look at some standout AR campaigns in my today's article that highlight how this technology is transforming the way brands connect with consumers.

1. PERSONALIZED SHOPPING WITH SEPHORA'S VIRTUAL ARTIST

When it comes to makeup, picking the right shades online can be tricky. Sephora addressed this with their Virtual Artist app, an AR tool that lets users "try on" makeup by uploading a selfie. Whether testing lipstick or eyeshadow, customers can see how products look in real-time and even follow tutorials on how to create specific looks.

This approach is a win-win: shoppers feel more confident about their purchases, and Sephora builds trust and loyalty by offering a helpful, engaging tool. The Virtual Artist app shows how AR can create a seamless, enjoyable shopping experience while also deepening customer connections.

2. PLAYFUL COMPETITION WITH BURGER KING'S "BURN THAT AD" CAMPAIGN

Burger King took a playful approach to AR with their "Burn That Ad" campaign in Brazil, which let users virtually "burn" competitors' ads via their smartphones. When users scanned a competitor's ad, the image appeared to go up in virtual flames, after which they received a coupon for a free Whopper.