By Chuck Martin
Augmented reality is finally arriving in waves.
Ever since Pokémon Go, when massive numbers of consumers got a taste of what augmented reality could do even if they didn’t know they were having an AR experience, marketers have been getting more creative with the technology.
In one recent promotion, Jet Blue tapped AR to create a New York City experience to promote its new nonstop service between JFK and Ontario International Airport in California. To capitalize on Halloween, Jägermeister created “Divine the Darke,” using augmented reality to deliver tarot card readings on the Snapchat platform.
Retailers including Macy’s, Overstock.com, Ikea and Wayfair use augmented reality, so consumers can visualize what furniture will look like in their home before making a purchase.
Now hair color brand Madison Reed is adding a version of augmented reality to its website for visitors to virtually try on more than 40 Madison Reed hair colors by using their device’s camera or uploading a selfie.
A spit screen then highlights the difference between the current hair color and the new virtual shade.
The technology came from Perfect Corp., of YouCam Makeup fame, which combines augmented reality with artificial intelligence and color-matching technology and adds the integrated tech into a direct-to-consumer website.
Augmented reality isn’t just advancing technologically. It’s now graduating to practical marketing applications for companies.
