Using augmented reality and virtual reality successfully for marketing
The term "augmented reality" (AR) has become firmly established in our minds thanks to the mass phenomenon Pokémon GO! Nevertheless, the term "virtual reality" (VR) is more common - at least that's what a comparison of the two terms suggests Google Trends close.
Augmented Reality: InfinitiThe Car manufacturer Infiniti offers potential customers the opportunity to view their cars in 3D with an AR application. A marker must be printed out in order to use it. In my test, I displayed the marker on an iPad, which also worked well.Assessment: Viewing and editing the 3D model works just as well on a computer screen. The AR app offers no added value to the existing form and in this sense is a gimmick.Virtual Reality: Rigi RailwaysRigi Railways wants to defy the fog with VR. This would allow tourists to enjoy the mountain panorama while traveling by train or on the viewing platform using VR glasses. However, the project is still under development, with a first pilot planned for summer 2017 provided.Virtual Reality: HotelplanVR is already being used by travel provider Hotelplan. Various branches offer the opportunity to explore vacation destinations before booking and thus get a better idea of the destination or hotel room. The project is currently in the pilot phase. If the experience is positive, Hotelplan intends to equip all 120 branches with VR glasses. Survey by 20 MinutenWhen asked whether travel advice with VR glasses is perceived as useful, around 75% of respondents were positive.Assessment: Experiences and discovering new things play a major role in the tourism business. VR devices have the potential to support customers in their purchasing decisions instead of the familiar travel brochure.Virtual Reality: Davos Klosters TourismDestination Davos Klosters used virtual reality to transport passers-by on Europaallee in Zurich to the mountains of Graubünden. Thanks to virtual reality goggles, interested visitors were able to take a trip on and off the slopes of Davos Klosters and make the acquaintance of former Miss Switzerland Dominique Rinderknecht. In addition to a 360° panoramic view, other senses of the "vacation guests" are also addressed. The video can be here can be viewed:Assessment: Video realized with great attention to detail. The reactions of passers-by to the VR experience are entertaining and exciting to watch. However, with currently only 1,000 clicks on YouTube, it is not a viral success.Switzerland with upward potentialThe application examples presented are deliberately limited to the Swiss market. In summary, it can be said that although the willingness to work with the new technologies is recognizable, there is often a lack of real benefit. At present, neither AR nor VR have established themselves as important tools in the marketing context, but with a little imagination and a look abroad, useful areas of application are certainly recognizable. The concept of "try before you buy" is obvious for the use of VR and AR. Whether it's furnishing an apartment, walking through a new house, trying on glasses and clothes or taking a virtual test drive in a new car, another area is the enhancement of an existing offering with expanded content. An AR app can display information about the works of art on display in a museum or draw attention to exciting details about the sights visited during a city tour.
Augmented Reality: InfinitiThe Car manufacturer Infiniti offers potential customers the opportunity to view their cars in 3D with an AR application. A marker must be printed out in order to use it. In my test, I displayed the marker on an iPad, which also worked well.Assessment: Viewing and editing the 3D model works just as well on a computer screen. The AR app offers no added value to the existing form and in this sense is a gimmick.Virtual Reality: Rigi RailwaysRigi Railways wants to defy the fog with VR. This would allow tourists to enjoy the mountain panorama while traveling by train or on the viewing platform using VR glasses. However, the project is still under development, with a first pilot planned for summer 2017 provided.Virtual Reality: HotelplanVR is already being used by travel provider Hotelplan. Various branches offer the opportunity to explore vacation destinations before booking and thus get a better idea of the destination or hotel room. The project is currently in the pilot phase. If the experience is positive, Hotelplan intends to equip all 120 branches with VR glasses. Survey by 20 MinutenWhen asked whether travel advice with VR glasses is perceived as useful, around 75% of respondents were positive.Assessment: Experiences and discovering new things play a major role in the tourism business. VR devices have the potential to support customers in their purchasing decisions instead of the familiar travel brochure.Virtual Reality: Davos Klosters TourismDestination Davos Klosters used virtual reality to transport passers-by on Europaallee in Zurich to the mountains of Graubünden. Thanks to virtual reality goggles, interested visitors were able to take a trip on and off the slopes of Davos Klosters and make the acquaintance of former Miss Switzerland Dominique Rinderknecht. In addition to a 360° panoramic view, other senses of the "vacation guests" are also addressed. The video can be here can be viewed:Assessment: Video realized with great attention to detail. The reactions of passers-by to the VR experience are entertaining and exciting to watch. However, with currently only 1,000 clicks on YouTube, it is not a viral success.Switzerland with upward potentialThe application examples presented are deliberately limited to the Swiss market. In summary, it can be said that although the willingness to work with the new technologies is recognizable, there is often a lack of real benefit. At present, neither AR nor VR have established themselves as important tools in the marketing context, but with a little imagination and a look abroad, useful areas of application are certainly recognizable. The concept of "try before you buy" is obvious for the use of VR and AR. Whether it's furnishing an apartment, walking through a new house, trying on glasses and clothes or taking a virtual test drive in a new car, another area is the enhancement of an existing offering with expanded content. An AR app can display information about the works of art on display in a museum or draw attention to exciting details about the sights visited during a city tour.
