Link: Augmented reality entices brands with endless off-package marketing space | Marketing Dive

A brand might also turn to AR to boost shopper loyalty. If this is the goal, the experience — such as an interactive game — should come before asking for customer emails or offering coupons, Oberdorfer said. Otherwise, the experiential campaign becomes traditional marketing. That approach is how Chobani opted to launch its first AR campaign in the fall of 2023. QR codes on multipacks of Halloween-themed yogurt cups prompted shoppers to pull up an AR “trick or treat.” Cartoon doors appeared to be hovering on flat spaces within whatever environment the user happened to be in. After the user “knocked,” the doors revealed themed cartoons or treats like digital coloring books, physical keychains and other merch. “The decision to go with a browser-based solution was key, ensuring that anyone with a smartphone could easily access our AR experience directly from the packaging without the hassle of downloading an app,” said David Isaac, vice president of production at Chobani, via email. #

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