Marmite are also now teaming up with Blippar to allow users to pull virtual information and recipes about the product from the product label – cute.

Is it exciting? Yes. Is it perfect? No. Why?

• You need to have an apple or android smartphone or tablet, blackberry and non-smartphones miss out.
• You need to have downloaded the Blippar app onto your phone or tablet.
• You need to know what Blippar is in the first place.
• You need to be bothered to want to access the ‘exclusive content’ – if they were giving me chance to win something amazing, maybe, but finding my nearest store or a free recipe – probably not going to swing it for me.
• A lot of the advertising was newspaper-based – I don’t read newspapers, I have my iPad.
• If you’re out and about the advertising needs to be located somewhere with wifi (if you don’t have 3G).
• It doesn’t have mass appeal … yet. Few people know about augmented reality and have a smartphone/tablet and know about blippar and have downloaded it and know to look out for it in adverts.

I think  a lot of thought needs to be put into using augmented reality as part of a marketing campaign. Whilst it’s potential is amazing, it still needs to be relevant, scalable, have interesting content and be widely accessible. Otherwise it’s just another costly marketing trick with minimal ROI.

What do you think, can augmented reality be a good marketing tool?

Posted by: Jan Minihane

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