If you are creating an augmented reality (AR) campaign or project and expect a clear return-on-investment (ROI), don’t forget to include clever call-to-action buttons (CTAs) or follow-up to help generate the desired value. Explore below examples if you need inspiration for the strategic use of buttons for your next AR campaign.
CTAs matter for augmented reality campaigns
After almost a decade in the augmented reality industry, I’ve seen the technology develop in line with increasingly more sophisticated mobile devices. Innovative creators have transformed AR from a novelty tool into a meaningful solution that drives measurable value for brands and organizations across the globe.
But it is not just the practitioners who are exploring AR’s potential. The research community has been highly active in generating scientific proof to boost AR’s case and found remarkable results. In fact, we’ve previously shared some scientifically proven AR benefits, including improved brand attitudes, facilitated purchase decisions, increased ad dwell time and rocketing conversion rates.
Although these are the benefits businesses can derive from launching AR experiences, not all campaigns turn into ultimate success stories. Why so?
Failures often lie in the quality of AR content itself. However, even a brilliant experience may fail for the lack of follow up or a clear call-to-action. That’s the reason I’ve put together this blog. Clever use of CTA buttons can make or break your AR campaign and be integral to achieving broader business goals. So should you launch a campaign without one? Not if you are using augmented reality strategically.
Selling NFTs through augmented reality
Street artist, KIWIE, whose signature monster character can be spotted on walls worldwide, is on a mission to bring ownership to street art through the use of non-fungible tokens (NFTs). Most recently, a collection of KIWIE monster 3X3 basketballs was part of the “BE BALLER FESTIVAL 2022 Madrid” exhibition in Spain. During the festival, KIWIE sold NFTs with owners receiving the original painting on a signed canvas. The live display enabled visitors to scan canvases with the Overly app to reveal their corresponding NFTs. KIWIE also added UI buttons to each AR experience leading people to purchase NFTs on the Foundation platform.
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Fans cast Eurovision votes in augmented reality
Before European singers hit the Eurovision stage, each country goes through a national selection, where their nation’s favourites are selected. Traditionally fans in Latvia vote across numerous channels, including the web, phone lines and Spotify. An interactive AR exhibition in the country’s largest shopping centre also once became a key voting channel. Eight finalists bid for fans’ support with exclusive 20-second AR video pitches. Exhibition visitors were able to scan contestants’ posters, watch all snippets in AR, and hit the vote button once they decided.
Warner Music use AR ads with CTAs to drive traffic across multiple channels
Warner Music launched a public transit AR ad campaign in anticipation of Ed Sheeran’s Finland concert. A bus kitted out with augmented reality stickers covered thousands of miles over two weeks before the star’s concert in the city. Users saw a 3D animated stage pop up on top of the stickers once scanned with the Overly app.
The digital stage featured an interactive menu with buttons. People could head through to a dedicated Spotify playlist. Another button invited fans to purchase an album and concert tickets. Last but not least, the AR experience led to a themed guitar hero game featuring the star’s famous single with Justin Bieber, “I don’t care“. After all, science says that it takes a positive AR experience to inspire people to take action.
Social sharing buttons vital to brand awareness campaigns
Whenever developing an augmented reality brand awareness campaign, make sure your AR tool includes social sharing buttons. Similar to the Latvian example above, the Estonian milk brand also utilized the fandom of the Eurovision Song Contest to drive brand awareness.
By pointing their camera phones at the brand’s milk packaging, people could watch 3D mini versions of their favourite musicians perform in augmented reality. More than 50,000 people used this opportunity, and hundreds shared their experiences on social media, generating excellent traction for Tere Piim.
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Charity opts for AR stories to drive donations
Like for-profit projects, AR’s potential can drive great benefits and should be used to support charity initiatives. Especially considering the research results quoted in the introduction.
Below is an example of a charity Christmas card that a non-profit sent to potential corporate donors. It is a simple AR video that conveys a story of SOS Children’s Villages and the organization’s cause. At the end of the emotion-provoking experience, an AR button invites donations.
AR engagement lends itself to civic participation campaigns
Ratting on someone is not cool, but does reporting a crime make you a rat? #FRAUDOFF augmented reality campaign was launched in Latvia to encourage people to speak up when witnessing any wrongdoings.
Promotional AR postcards were scattered around the country’s bars and cafes, with posters featured across public transit. Stylized animations that came to life in AR gave people some food for thought. Capitalizing on AR’s potential to drive action, the AR experience included a simple button that led to more information and helped people take steps to report a crime.
While augmented reality is often seen as an entertainment tool for the end-users, it is simultaneously a strategic tool for organizations that launch AR experiences. AR content that educates, inspires and entertains can and should be connected to relevant call-to-action buttons to help organizations reach their goals.
I hope you found these examples helpful. If you’d like us to add any AR button use cases to this list or have any questions about using CTAs for your project, leave a comment below or reach out to us at hello@overlyapp.com.
