We actually live in mixed reality (MR), and what our human eyes see is now reinforced by what technology can be shown to us. Just as virtual reality (VR) opens up a new world of opportunities for brands to engage with consumers in new and interesting ways, so too will a mixture of reality (MR) and augmented reality (AR) do the same. In 2022, the MR and AR markets in the US are estimated at 80 billion dollars.
From allowing consumers to see products in 3D to preview how these products will look at their homes, MR and AR provide opportunities that have never been seen before to engage with viewers and customers in a truly innovative way.
Although MR and AR are slightly different - MR is associated with digital objects that interact with real-world objects, while digital elements in AR cannot respond to or interact with them in the real world - both require brands to have a strong understanding of their own DNA.
Because this immersive reality has the ability to improve the way consumers see and experience the physical world around them, brands must first be very aware of how they see and experience the world. Having this awareness will enable brands to utilize this new technology in a way that makes sense for their identity and voice, and ultimately creates content that inspires, informs and builds brand love.
To finally succeed in a mixed and augmented reality, here are four things your brand or brand must consider:
1. Understand the core values that shape your brand's unique identity.
Knowing your brand's unique identity will guide you as you determine how to influence the way consumers see the world in a mixed and augmented reality. In a recent study by Sumpah that maps the factors that encourage brand love, 14% of consumers want to be seen using brands that have the same value.
Whether your brand's core values are centered around connecting communities around the world or making people feel good about themselves, sharpen one thing that makes you different and build your experience from there.
2. Simplicity is your friend, especially when starting at MR.
What is the most important view you want to share with your customers? Narrow and focus on one big thing that your brand sees differently and can be shown to the world. Don't try and do too much at once; spend time prioritizing the most important points of view that must be encountered in an experience.
3. Intrinsically know what problems you can help solve consumers.
Once you know what problems you want to solve, look for ways to create easy-to-digest solutions for consumers. Ikea is a perfect example of a company that sees problems - customers want to see what their home furniture looks like before buying it - and the solution: create an AR application that lets you enter pieces in real-world scenarios.
4. Provide a mixed reality experience that both represents the brand's unique offerings and enhances consumers' views of the world.
Taking consumers on trips involving the use of headsets or downloading applications is still considered a lot of questions. It's important to make sure you give them meaningful, useful, or problem solving experiences in a simple way. Take L'Oreal, which launched the AR application called My Hairstyle, which allows users to virtually try hairstyles and colors before visiting the salon. This application helps solve real problems.
With MR and AR continuing to become more common, brands will have the power to provide exciting and unexpected new ways for consumers to see the surrounding environment. Following these tips will help ensure you succeed at MR and AR, while jumping on technology faster than later will keep your brand relevant and ahead of competition.