Once thought of as a time waster for young tech savvy and gaming enthusiasts, augmented reality and social media have now been placed in the same bucket of ideas, and this is no coincidence. Augmented reality (using technology to potray a different visual environment)is nothing new and brands are using augmented reality to bring their customers closer to their brand and as we have said before, brand engagement is on the up and up. The question is, can all brands use augmented reality to provide the public with engaging activities that will make them remember what they are eating, wearing or using?

A brand which is using augmented reality for social media, viral interactivity and brand awareness is American ice cream company Ben and Jerry’s. The brand offers a nifty little iPhone app which lets you explore the lid of a Ben and Jerry’s tub like you never have before. Hold your iPhone over the B&J lid and once the lid is detected, a world of wonder explodes onto your screen, giving you a tour of that particular flavour as well as a sneak peak into the Ben and Jerry brand. The app is fun and silly but no doubt ice cream eaters all over the globe will be looking more closely at their lids while they enjoy their ice cream treat in the future. Here is a rundown of the app.

Another brand that is using augmented reality is Tissot – a popular Swiss watch brand that is pushing the boundaries of augmented reality and letting you pick and choose your favourite watch by means of a simple downloadable app. Basically, you place the Tissot wrist band given to you in stores onto your wrist and show your wrist band to the camera, select a model and there we go – an image of the watch you select appears on your arm, letting you shop from your very own home. You can also click on the watch itself to see what other functions are available. Their catchphrase reads – Experience the Tissot Touch Collection in 3D at your own wrist. Below is a visual explanation of the augmented reality used.

Natural tracking or real time image tracking links the static from the flowing and as we all know, humans enjoy having a break from reality, owing to how much time we spend away from it. Using augmented reality in conjunction with social media is a great way to bring interactivity to your customer without them having to search for it themselves. It is possible for all brands that offer a product to be able to integrate augmented reality into their marketing, and if approached properly, can being in an extra element of virtual reality to their brands.

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