Organizations are taking note of consumers spending more and more time on their phones browsing the web. The potential for WebAR, in particular, to target tech-savvy Gen-Z consumers is huge. Web-Based augmented reality, a facet of WebXR, allows users to bring AR directly into their browsers, play games, watch videos, and browse the internet in more engaging ways. In fact, the global market for mixed reality, including AR, reached $28 billion in 2021 and is expected to grow to more than $250 billion by 2028!
Let’s talk about how different sectors can take advantage of WebAR (Augmented Reality) and how it’s already being done.
WebAR, which stands for "web-based augmented reality," makes it possible to use AR technology in a web browser. WebAR paves the way for novel methods of user engagement through the provision of amazing, app-free, interactive experiences that can be had by anyone, anywhere. The potential to increase customer engagement using AR technology is vast.
Here are a few WebAR examples that have already been done just in the past year:
In partnership with Publicis•Poke, Aircards recently released a "phygital" experience at a number of EE retail stores in the UK. To demonstrate the capabilities of EE Full Fibre broadband to potential consumers, the Aircards team created a one-of-a-kind printed installation called the EE Full Fibre House, which was brought to life using WebAR. Users can scan the entrance door for easter egg content hidden in 3D animations throughout the home.
In the retail sector, this initiative is simply one example of the possibilities of WebXR. Customers will keep businesses in the forefront of their minds longer if they provide memorable and enjoyable experiences. Plus, what better way to show off a product than letting the customer experience it in AR?
With the help of Yahoo Creative Studios, Ready Player Me, Ringtail Studios, and 8th Wall, Aircards created a ground-breaking cross-platform avatar experience to promote the release of the upcoming science-fiction blockbuster film, Dune. This first-of-its-kind cross-platform avatar experience allowed users to design their very own Dune avatar.
Visitors to the Dune experience could personalize an avatar or submit a picture to use as the foundation for a whole new one. The next step was for players to give their virtual selves the look of an inhabitant of the fictional planet Arrakis, Dune, by customizing their avatar's clothing, hair, and eye color. After making an avatar, users could view it in web-based augmented reality or save it to use in a variety of games and settings on different devices.
With the addition of augmented reality's social features and personalization options, this much-anticipated film release became much more exciting. Notably, over 16,000 Dune avatars were created with this experience!
The Aircards team collaborated with Diageo to develop the November Rain AR experience for the Guns N' Roses concerts in Bogotá, Colombia, scheduled for October 2022.
The crowd was treated to a spectacular augmented reality light show that users could enjoy from their phones. The musical experience, which was activated by QR codes placed strategically throughout the venue, was a unique blend of the digital and physical worlds.
Concerts are a very consumer-focused experience. Even in the music entertainment industry, venues must consider how they will meet the growing need for customer engagement and total immersion. Thus these technologies have begun to gain ground in the live music industry. WebAR is a fantastic option for providing guests with a one-of-a-kind interactive experience.
Haribo, the well-known candy brand, set out with the goal in mind to create a unique adventure that allowed all Haribo lovers to release their inner child. With the help of Aircards, the Haribo Happiness Hunt was created to do just that. Family and friends could all join in on the fun of the Haribo Happiness Hunt, an Web AR scavenger hunt that was created for the Easter season of 2022.
For this challenge, users participated in a scavenger hunt to find a variety of 3D Haribo candies. To gather all of the Haribo candies, players had to navigate through 3D environments, find them concealed behind bushes and trees, then tap on them. Daily prizes were up for grabs for individuals who participated in the hunt.
A great approach to make a product feel like it belongs to a particular holiday is to pair it with an activity the whole family can enjoy together. Haribo used WebAR to create an experience people haven't had before, and it's likely one they'll remember for a while.
The Yahoo Augmented Reality Travel Guide uses WebAR to provide a cutting-edge method of planning a vacation. Aircards partnered with Yahoo to create this new generation of travel booking experiences, complete with stunning 360-degree video, hotel suggestions, airfare costs, and integrations like real-time weather and local currency information.
First, the user is given the directive to "Tap to Place" the branded 3D globe in their own space, initiating the one-of-a-kind travel experience. Once the user selects a destination, the program detects which airport is nearest to the player and creates a unique animation of them flying from their origin airport to their destination airport.
It's not much fun, but planning for a vacation is a necessary evil. However, with this type of experience, the excitement can start even before the booking is made. Users can work up an appetite for their upcoming trip as they plan it.
Web AR is an exciting technology; Integrating the real world with virtual objects can truly provide mind-blowing experiences for users. WebAR has only just started to make its way into our everyday lives, but we're already seeing glimpses of it becoming a major part of our digital experience.
The question is, how will this technology develop over the next few years? One thing is for certain: it will continue to be used by businesses to create more opportunities for customers to engage with brands.
Coca-Cola HBC recently collaborated with Summit Scramble, the WebXR powered mini-game developed by Aircards and powered by 8th Wall.
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