Last year, Pokémon Go was the must see game. It combined two worlds, People where running over the streets to catch Pokémon.
Now with Apple’s launch of the AR Kit and Google’s ARCore for Android, AR can be the serious next big thing.
Now you may think “What’s great about AR” The answers is, it combines two world. Just point your phone’s camera at a real world environment and then the digital world opens. And there is no new hardware involved, so no user effort. Before 2010 AR was already an interesting marketing tool, as you may have read in the article by Roland.
“Make sure you’re first to market. The second Pokémon Go is much less interesting than the first. The third is a waste of time and money.”
So now lets get to the point, How to make a great AR experience?
1. (Most of the time) first beats best.
If you’re going to be gimmicky, make sure you’re fast. Whenever new technology becomes available, it’s tempting to release something that generates buzz and positions your brand as innovative. The thing is that only one product will grab headlines for being the first of its kind. If you choose to take the novelty route, make sure you’re first to market. The second Pokémon Go wont be interesting (unless it’s radically better). The third is a waste of time and money.
2. Add value.
AR is a great tool to solve problems, but it’s just that “a tool”. And keep in mind Apple may reject your AR app if it’s a bad solution for the problem it’s supposed to solve. Focus on dissolving your users frustrations. If that solution utilizes AR, then great. And don’t use AR because it’s awesome. If something else is a better solution just don’t be the AR hipster.
3. Be entertaining.
AR can be a great vehicle for games and storytelling entertainment, but remember to focus your energy on creating the best possible game or piece of content, not simply leaning on AR. No amount of AR— even stunning AR—will ever make up for bad game design or boring content.
4. Suck the data.
The best AR experiences are dependent on the data that powers the AR experience, whether it is data owned by your brand or data available from third parties. If you’re not ready to implement a data strategy to create a personalized experiences for your users, you’re not ready for breakthrough AR.
5. Marketing is as vital as making.
If you build it, they won’t just come. One of the biggest mistakes marketers made in the first mobile app era was assuming that just launching an app would solve all their problems. And guess what that was a big mistake. In order to be successful, all apps have to be promoted, users have to discover and learn about how and why to use your product. The same goes with an AR experience.
Also published on Medium.