In a recent campaign for its Z4 convertible, BMW incorporated a new form of digital technology called augmented reality. Check it out here What is augmented reality you ask? Augmented reality allows users to view three-dimensional, motion graphics on their computer screen when they hold a printed document embedded with an activation code up to their computer’s video camera. So let’s say you see an ad for a BMW mini in a magazine with the instructions “to experience MINI visit bmwmini.com and hold this ad up to your computer’s video camera.” You follow the instructions and when you hold up the ad to your camera a 360 degree, 3-D depiction of the BMW mini appears on your screen. As you move the ad, the image moves simultaneously. You are in control of what you see. (Mini actually did this by the way- see the video below).BMW has taken this to another level in their current Z4 campaign. Not only can users see a 360 degree, 3D depiction of the vehicle, but they can also drive the car around on their screen. But wait, there’s more. The augmented reality component is an extension of a broader Z4 campaign which features a tv commercial depicting a driver “painting” a giant canvas as he speeds around with wheels doused in different colors of paint. The augmented reality component allows you to do the same thing on your screen. You can literally drive the car around, peel out, take sharp corners and use your car as a paintbrush. This reinforces BMW’s message that Z4 is not just a car, but it is a way to express yourself, just as art is a way to express yourself. And of course, the emotion you feel most when you drive the high-performance Z4 is joy. Hence the campaign’s tagline “an expression of joy.”
Now. Let’s evaluate this technology on a strategic level. Sure it is cool but does it actually make sense for a brand? I think there are two questions to ask when evaluating whether augmented reality is appropriate.
1. Is it a natural extension of the campaign and does it reinforce the message in a relevant way?
It is important that brands incorporate augmented reality as an extension of an existing campaign. As a stand-alone tactic AR might not make much sense, but if it fits into a larger campaign it may be an opportunity to bring the message to life in a powerful way. A key question to ask is “does this technology reinforce the campaign’s central message?” Also, the AR should actually provide the user with some kind of experience of the brand that they can’t deliver using another medium.
2. Who is the audience?
Is it an audience that will respond to this form of communication? Is it a tech-savvy audience? Do they have a video camera on their computer? This technology is likely over the heads of some audiences. You have to ask whether it will reach the right people. It has to make sense for the audience.
It remains to be seen whether this technology will actually catch on or if it will fizzle out and join the long list of cool, but marginally impactful technology. Still, It will be exciting to see what happens next and how advertisers are able to leverage this new medium to reach audiences in powerful ways.
