The illusion of augmented reality for packaging

Augmented reality (AR) continues to push forward into the consumer environment, with a number of brands and products now carrying the technology as part of their multi-channel marketing mix to engage and delight consumers. A recent survey among end users carried out by Cal Poly State University showed 10 percent are investigating AR, with 28 percent looking at QR codes.

A notable recent example is UK confectionery brand Maynards, which launched an AR campaign on its Discovery Patch product packaging to add an ‘immersive discovery and learning experience’. Discovery Patch is a range of fruit-flavored jelly sweets, with four separately branded Discovery Patch packs – Animals, BodyBits, Myths & Monsters and Mini Creatures.

Mobile market agency Hi Mum! Said Dad used the Metaio AR engine to create a ‘deep and valuable family interaction’ that sees children, guided by their parents using smartphones, tasked to find 3D character pieces placed around their environment, read the clues and guess what they have found. The interaction is led by a call to action featured on the front of the packs. Each of the four pack types features a different AR experience, so offering multiple user interactions and helping generate brand loyalty through repeat purchasing.