Tech driven marketing campaigns

25th April 2023
Kiera Sowery

Marketers are increasingly experimenting with technology to drive marketing campaigns, and some of the world’s biggest brands are involved. The likes of Samsung, Tiffany & Co., Nike and Louis Vuitton are standing out in increasingly crowded markets, and paving the way for the future of marketing.

Samsung Share the Epic campaign

Samsung’s ‘Share the Epic’ campaign recently took over Piccadilly Square to broaden the appeal of Samsung’s flagship Galaxy S23 smartphone. Passers by were encouraged to take pictures in Samsung’s photobooth which were shown on a billboard in the iconic square.

Samsung created a specially designed photobooth at the landmark location and installed a 200MP mobile image sensor in the camera so people could see for themselves how powerful ISOCELL sensors can be and how detailed photos taken with these sensors can be.

The photobooth gave those who took pictures a print out that said, “look up”. When they were leaving the photobooth, they saw the ultra-high resolution photo of themselves displayed on a 45 by 18 metre epic billboard.

Some of the UKs biggest influencers were involved, invited to have their pictures taken and share the results with their following, giving Samsung extra coverage, credibility and taking over their social media.

Tiffany 3D billboard and Snapchat filter

Tiffany & Co. have released a 3D billboard to go hand in hand with their virtual try-on Snapchat filter for the Tiffany Lock. Hyper realistic 3D billboards are proven to exhibit higher levels of attention, higher unaided recall and increased brand recognition. Why? Because they’re far more attention grabbing compared to their 2D counterparts, creating a more memorable experience.

The Snapchat filter uses AR technology to allow users to try on bracelets before purchase, directly from their mobile device. It creates far more realistic renderings and better product visualisation for customers, enhancing their ecommerce experience.

This allows the brand to reach a wider audience by using multiple different digital touch points.

3D billboards have created excitement over the last 18 months, and this certainly isn’t the first 3D billboard we’ve seen from Tiffany & Co. either.

Other brands have also invested in virtual try on technology, including Cartier, Nike and Adidas.

Dove using AR for education

Dove nailed their recent campaign focused on educating customers on the benefits of their product line. Dove used AR and 3D content to drive informed decision making, bringing three products to life. The interactive buttons educated the user on how the product can be used, desired outcomes, how the product differentiates and how it smells/looks.

This educational experience that was simultaneously fun and memorable enabled customers to deep dive during the product discovery phase, significantly improving customer product knowledge.

This comes at a time when 61% of consumers say the ability to easily share branded AR experiences is important to them.

Coachella AR tickets

Even the world’s most renowned music festival is adopting AR as Coachella 2023 ticket holders received an AR-activated welcome back ahead of the festival this summer.

This created heightened brand awareness, engagement and differentiation from competitors. By developing a unique way of creating hype around an already extremely hyped event, fans are more likely to spread the word with others. This unique interactive and immersive experience will encourage brand engagement, while also creating a more memorable and personal connection.

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