bake - May 2019 - 32

AUGMENTED REALITY
Augmented reality is quickly becoming one of the hottest trends in the
marketing and advertising industries,
recognized as an innovative and creative
way of connecting with customers and
increasing engagement. The technology
has significantly grown in popularity
over the past few years, according to the
Forbes Agency Council.
Three-Dimensional Thinking: AR opens
up a wide new range of possibilities in
the third dimension. Where viewers could
once only see ads directly ahead of them,
they now are able to see display ads in
their peripheral vision. AR also allows for
more detailed ads.

Roz Brewer, Americas group president and chief operating officer at Starbucks

interactions and keep your focus on building richer and
higher customer counts that will last.
Panera Bread, for one, is launching an augmented
reality (AR) experience on Snapchat to bring more
dedicated consumers into the fold, using a highly
innovative campaign in tandem with AR company
Kabaq. Panera fans can scan designated Snapcodes
for four of the bakery cafe chain's new "You Mix Two"
options (Southwest Chili Shake Up, Mac-Tomato
Medley, Delicious Cheese Times, and Tomato

Primary Storytelling Medium: AR delivers a more immersive platform to tell
a story directing people to deeper content, game-like features, and bringing
the consumers into the experience. By
connecting to customers with the brand
story and owned properties, companies
can start to show value through engagement and brand affinity.
Virtual Tours: With augmented reality, marketers will be able to create unique
experiences for buyers in brick and mortar shops by bringing in a digital virtual
element. Creating virtual tours in the
store can add an element of fun while allowing buyers to learn more about products or services.

Tango) and see the two menu items fused before
their very eyes. The unique "You Mix Two" concept
gives Panera customers eight unique menu remixes
that are crowdsourced directly from the 34 million
MyPanera member base. These menu hacks combine
preexisting menu items in enticing and delicious ways.
Embracing "third place"
Much success in the digital age revolves around rein-

Extending Live Experiences: Partnering with Snapchat as part of a larger
campaign is a great use of AR. The great
thing about AR is how it augments real
life without taking away from what people
are experiencing. It has the potential to
extend live experiences in a way that feels
enriching and authentic.

forcing a trusted brand. For instance, at the new starbuckstories.com, and across Starbucks associated
social channels, customers can now meet coffee
farmers and the agronomists working with them
to create the world's first sustainable agricultural
product. Consumers hear people speak to country,
32 < MAY 2019 | bakemag.com

Creative Social Media Tool: Adding creative filters, animations, and interactions
to everyday objects or products, while correlating to your brand values, can improve
brand experiences.

http://www.starbuckstories.com http://www.bakemag.com

bake - May 2019

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