June 5, 2024
I recently reviewed many enterprise use cases of AR/VR/MR (XR) for marketing and sales from between approximately 2017 and today, parsing out eight specific applications of extended reality technologies for marketing and sales including exemplary use cases:
Augmented reality product packaging
Back in 2017,Treasury Wine Estates (TWE) debuted mobile AR labels to help its 19 Crimes brand stand out in the wine aisle. TWE used Vuforia Engine to create Living Wine Labels, an app that brings the rebellious men and women featured on 19 Crimes bottles to life.
In 2019, Coca-Cola rolled out AR-enhanced product packaging, bringing Coke bottles and cans to life through its mobile app.
In 2021 and 2022, Jones Soda experimented with AR labels, using AR to turn photos on its labels into videos from partnerships with record labels and influencers. An AR label for its top-selling drinks featured cultural icon Zoltar the fortune teller.
In 2023, Greek yogurt brand Chobani created AR-enabled Halloween packaging. Consumers could scan a QR code to launch a mobile AR trick or treat experience.
Virtual try-on technology
In 2019, Adidas added AR virtual try-on to its iOS app, letting customers try on the brand’s most iconic models and new Alphaedge 4D running shoes. More recently in 2023, the sportswear brand debuted a digital fashion collection during Metaverse Fashion Week. Owners of Adidas Virtual Gear received 3D replicas of their items to wear inside Decentraland. The brand also launched pop-up shops carrying officially licensed digital clothing on Roblox.
(Clarks and Tommy Hilfiger also participated in Metaverse Fashion Week.)
In 2023, Avon adopted Perfect Corp’s virtual try-on tech in order to increase conversion and average order value. Other Perfect Corp clients include Aveda, Bondi Sands, Clinique, Colgate, Estée Lauder, MAC, Nars, Revlon, Sally Hansen, and Tarte.
Beauty brand L’Oréal purchased ModiFace in 2018, using its virtual try-on technology to create Makeup Genius, a virtual mirror app for trying on makeup shades.
In 2023, Coach installed an AR mirror outside its Soho NYC flagship store. That same year, the fashion brand implemented AR storefront technology at five of its stores, allowing window shoppers to virtually try on items from its Holiday collection.
J.Crew recently worked with Obsess on a virtual closet experience for the Vision Pro.
Virtual test drives
In 2021, Abarth trialed a VR “test drive pack” equipped with a headset and pair of Bose headphones for customers to experience the Italian sports car brand from home. The headset came preloaded with test drive footage along with some branded merch.
In 2022, BMW created an immersive brand experience in which test drivers of the BMW M2 wore a VR headset to transform an empty parking lot into a futuristic city landscape.
In 2023, Toyota launched a webAR experience to support the latest Toyota Crown, including the ability to drive the new model virtually.
Configuration / Virtual Showrooms
In 2022, Airbus Corporate Jets unveiled VR at a new build studio. Customers could physically step inside a full-size ACJ TwoTwenty cabin compartment and use VR to configure the aircraft, including layout, materials, colors, and finishes. Similarly, in 2021, Arksen created a virtual reality showcase experience for its Arken 85 yacht.
In 2022, BMW released a mobile AR experience to view and explore the electric BMW i4 and iX in the real world as well as a virtual showroom on XREAL devices for the iX1.
In 2023, British luxury sports car maker Aston Martin launched a VR campaign letting drivers explore and customize the upcoming Aston Martin Valhalla hybrid supercar. That same year, KIA Motors opened an interactive virtual dealership where visitors could get a close-up view of the KIA Sportage SUV; and Fiat revealed the Fiat Metaverse Store, a virtual car showroom incorporating ChatGPT where customers could experience, configure, and even purchase the new 500 La Prima by Bocelli car.
Other automotive brands to launch showrooms and experiences in the metaverse include Suzuki, Nissan, and Renault.
In 2023, Herman Miller debuted a 3D product configurator on its website for top-performing products.
Experiments in the Metaverse
In 2021, L’Oréal partnered with Ubitus KK to develop a month-long metaverse showroom for its product lineups.
In 2022, Albertsons began selling and delivering tangible items in Decentraland. Users could scan Meta Mega Deal billboards within the virtual world and purchase items like pretzels, peanut butter cups, and mini Cokes with delivery in as little as 45 minutes.
In 2023, Crocs worked with Obsess on a virtual shopping experience for its Jibbitz charms.
In 2023, it was revealed that Home Depot has plans to use a virtual store to offer both virtual and real-life products as well as virtual renovation projects.
In 2023, homebuilder KB Home introduced a “new-home community” in Decentraland. Visitors were greeted by a virtual host and able to explore three different virtual home designs, with multiple options for continuing the homebuying journey in the physical world.
In 2023, Macy’s launched Mstylelab, a metaverse hub for “style inspiration and discovery at the intersection of fashion and technology.”
Snapchat AR lenses
In 2022, Chipotle used a Snapchat AR lens to promote its new Lifestyle Bowls. That same year, American Eagle tested Snapchat’s AR features, including virtual try-on, to target Gen Z customers during the back-to-school season. In 2023, American Eagle promoted RE/AE, a resale shop to celebrate Earth Day, also through a shoppable Snapchat AR lens.
In 2022, Coca-Cola promoted its Coke Summer Music events with a Snapchat AR lens featuring The Kid Laroi, and launched a new flavor in the metaverse. The following year, Coca-Cola launched #TakeATaste Now, an interactive AR giveaway and nationwide digital out-of-home campaign in partnership with Tesco Group.
In 2023, Botox Cosmetic used a Snapchat AR lens to teach consumers about its FDA-approved psoriasis product, and Cartier launched an AR campaign targeting potential Gen Z buyers of the Cartier Tank watch. (Tiffany & Co did the same for its Lock bracelet.)
Other brands to create AR lenses for Snapchat include Dior, Hidden Valley Ranch, Supergoop, and Swisscom.
Similarly in 2023, Lunchables launched a Niantic Rewarded AR Ads campaign in Pokémon Go.
Virtual tours
In 2019, Jack Daniel’s released an AR app taking users on a virtual tour of the Jack Daniel Distillery. All you had to do was point your phone at any bottle of Jack Daniel’s Tennessee Whiskey. That same year, KLM created VR tours of its entire fleet, allowing customers to view interior cabins and seating of all the airline’s aircraft.
In 2023, Dollar Tree’s AR app offered virtual tours of its stores in addition to virtual try-out features and interactive coupons.
In 2023, eyewear company Marcolin incorporated AR into its customer experience program, taking viewers behind the scenes via virtual factory tour to showcase the eyewear manufacturing process.
View in your space
Dozens of brands - especially furniture and home improvement brands - have tested and/or integrated AR-powered “view in your space,” essentially enabling consumers to view 3D models of various products in their space. These include Andersen Windows & Doors, Ashley Furniture, Design Within Reach, IKEA (IKEA Place, IKEA Kreativ apps, etc.), La-Z-Boy, and Natuzzi.
Beginning in 2016, Lowe’s explored the use of XR for a range of applications including viewing home improvement products in one’s own space. In 2022, the company made 500 3D assets available for free to help people populate their virtual spaces. More recently in February, Lowe’s unveiled a kitchen renovation visualization app for Apple Vision Pro.
In 2021, Ford developed a mobile AR experience to see the Ford F-150 Lightning in your driveway. That same year, the brand rolled out an AR TikTok campaign allowing users to manipulate a 3D version of its Maverick truck in their space, generating over 10.6 billion views.
Miscellaneous
In 2021, Dyson adapted the same visualization technology it used to prototype and develop new products to create Dyson Demo VR, an Oculus app enabling customers to test hair dryers and other styling tools from home.
In 2021, Emirates developed an AR app for Oculus Rift, allowing users to experience its Gamechanger First Class Suites from home.
In 2018, JetBlue ran an AR marketing campaign to promote a new route between New York and Ontario, Canada. Participants using the app were able to turn Victoria Gardens into a virtual tour of the Big Apple.
Image sources: Adidas, Albertsons/Decentraland, Crocs/Obsess, Coca-Cola
