4 Common mistakes to avoid, to have a more successful AR campaign

4 common mistakes to avoid

Augmented reality, which is the ability to add a digital layer to the real world. Is a powerful and impressive way to integrate offline and online marketing communications.  From characters coming jumping out of Point of Sale (POS) to musical magazines the possibilities are endless, and with AR experiences becoming a more common occurrence there are plenty of opportunities to wow your target audiences.  But the more we see AR the more we start to spot the mistakes that are being regularly being made.  So, if you want to have a successful AR campaign here are our top 5 common mistakes to avoid:

4 common mistakes to avoid

Common Mistake One: Not serving a purpose

The best AR campaigns tend to be the ones where the AR element is an extension to a bigger campaign. Campaigns where AR has been used to add value and drive awareness for a specific purpose. For example, the launch of the computer game Halo 5: Guardians in GAME stores.  This was an incredibly successful campaign that helped promote the game in stores and online. With customers sharing their interactions with the experience on social media.

To have success with AR you need to know why you are using it in the first place.  Define exactly what purpose it has and understand the role it will play in the overall campaign.

Common Mistake Two: Not having a plan

Deciding on using AR is a fantastic idea, not having any real idea as to what you want to do with it, what you want your audience to do and how you are going to offer something of value to your audience is not.  It is vital that you understand what it is that you want to do with AR and that you don’t just use it because it is the latest ‘thing’.  Plan out your experience using a planning framework such as SOSTAC to ensure that you have considered all angles of your experience including establishing your key objectives.

READ MORE: Top Tips for planning your next AR campaign

Common Mistake Three: Not thinking about the environment  

It is not enough to just think about the experience, even the greatest plans can come unstuck by unforeseen circumstances.  Factors such as bright sunshine reflecting on a screen or heavy people traffic will all impact whether your audience will stop and engage (in the case or an augmented reality AR screen). These factors should be considered when planning your experience.  Not considering the environment that your AR experience will be taking place in, leaves you exposed to failure.

Common Mistake Four: Expecting miracles to happen

Augmented reality is great, but it isn’t magic.  Your AR campaign will only ever be as good as the effort you put in at the beginning.   This review of a pair of AR sneakers is a perfect example of what happens when you add AR to something without taking into consideration whether or not you should.

READ MORE: Examples of simple but great augmented reality campaigns


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