Adidas Virtual Try-on
Adidas' AR trainer try-on is a prime example of how AR has the potential to revolutionise the way brands engage audiences and communicate their products. This innovative approach redefines the shopping experience, offering a seamless blend of digital and physical worlds.
Using their smart devices, users may virtually try-on Adidas footwear (Virtual Reality Marketing, 2023). The device's camera is used to overlay the selected pair of trainers onto the user's real-world environment. As a result, the audience becomes involved in a highly engaging and immersive experience that also solves a significant pain point in e-commerce: confusion regarding fit and style (Perera, 2023).
Users enter a hyper-realistic virtual environment, allowing them to put on and explore any featured footwear at home (Kivisense, 2023). It connects online buying and in-store try-ons, making the decision-making process easier and more entertaining. This was notably important during COVID-19 since customers could still engage in a service that was not accessible in store (Biron, 2020).
Observing the app in use proved that the virtual component of trying on shoes is much more convenient for as consumers can do so from the comfort of their own home. Adidas engaged their audience even more by letting them to move around while wearing the shoes (Th3rd | Creative 3D scans, 2021). This kind of participation not only gives useful information to the consumer, but it also reinforces the brand's image as innovative and customer-focused (Statista, 2023).
AR try-ons not only improves the purchasing experience, but it also builds a stronger bond between the consumer and the brand. Adidas' usage of AR establishes a precedent for the retail industry, demonstrating how embracing cutting-edge technology can result in more informed, satisfied, and engaged customers.
Pepsi MAX Bus Shelter
The Pepsi Max bus shelter advertisement highlighted AR transformational potential in engaging audiences and revolutionising communication tactics. Pepsi Max broke down traditional advertising barriers by utilising AR technology to create a ground-breaking interactive experience.
Pepsi created an AR experience where a bus shelter display was changed into a window that augmented implausible events into reality (Grand Visual, 2023). The footage recorded on the first day of the campaign was transformed into a social film for Pepsi to share with the internet community (BBC News, 2014).
This innovative method not only attracted attention but actively involved the audience, transforming them from passive observers to participants, further engaging them. Pepsi Max successfully delivered its message in a way that exceeded standard advertising norms by instilling a sense of wonder and unpredictability (Cheng, 2023).
The campaign revealed that AR can be a strong narrative tool, providing memorable and shareable events that engage a much larger audience (Tode, 2023). The immersive and unusual aspect of the event piqued the audience's interest, creating discussions and social media attention.
After examining the users' experiences, all participants were engrossed in this encounter. Because the event was placed in an everyday location, it inspired a sense of personalised amusement for participants, delivering a unique and memorable experience for each viewer. Surprising and unexpected animations contributed to the element of delight, providing the audience with a lasting impression and further engaging them with the experience and the brand (On demand News, 2014).
At last, the Pepsi Max bus stop advertisement used AR to engage consumers in whole new ways. Pepsi Max demonstrated a dedication to innovation by breaking free from traditional advertising approaches and adopting AR technology, effectively blending technology, storytelling, and brand messaging, making it a historic example in the evolution of contemporary advertising strategies.
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References
BBC News (2014) Pepsi Max's Bus Shelter commercial explained - Click - BBC News. Available at: https://www.youtube.com/watch?v=V5bC4hnrPkg (Accessed: 22 October 2023).
Biron, B. (2020) Retailers like Macy's, Adidas, and Modcloth are turning to virtual fitting rooms to let consumers 'try on' clothing before buying it online. Available at: (Accessed: 20 October 2023).
Cheng, H. (2023) Freedom To Ascend. Available at: https://www.freedomtoascend.com/marketing/marketing-trends/augmented-reality/augmented-reality-in-advertising/#t-1699635772379 (Accessed: 23 October 2023).
Kivisense (2023) Virtual Try-on For Shoes | How It Works, Benefits & Showcases. Available at: https://tryon.kivisense.com/blog/virtual-try-on-shoes-2/#:~:text=With%20Virtual%20Try%20On%20for,any%20featured%20footwear%20at%20home. (Accessed: 18 October 2023).
Statista (2023) Brand value of the sports company adidas worldwide from 2016 to 2022. Available at: https://www.statista.com/statistics/632260/adidas-brand-value/ (Accessed: 20 October 2023).
Tode, C. (2023) Marketing Dive. Available at: https://www.marketingdive.com/ex/mobilemarketer/cms/news/software-technology/17493.html (Accessed: 23 October 2023).
Th3rd | creative 3D scans (2021) Th3rd Adidas Virtual try on. Available at: https://www.youtube.com/watch?v=oTyHjOAubKs (Accessed: 18 October 2023).
Images and Videos
ADWEEK (2014) Pepsi MAX Bus shelter Makes Riders Think the World Is Coming to an End. Available at: https://www.adweek.com/creativity/pepsi-max-bus-shelter-makes-riders-think-world-coming-end-156460/ (Accessed: 23 October 2023).
ADWORLD (2022) Pepsi-Bus. Available at: https://www.google.com/search?q=pepsi+max+bus+stop+advert+at+night&tbm=isch&ved=2ahUKEwiT-KqT9bmCAxWOXaQEHajcB_YQ2-cCegQIABAA&oq=pepsi+max+bus+stop+advert+at+night&gs_lcp=CgNpbWcQAzoHCAAQGBCABFD2BVidGmDUG2gAcAB4AIABQ4gB2QeSAQIxN5gBAKABAaoBC2d3cy13aXotaW1nwAEB&sclient=img&ei=wWJOZdOTNY67kdUPqLmfsA8&bih=877&biw=955&client=safari#imgrc=v-zfe-v22E5SLM&imgdii=l5CGHFEhox7isM (Accessed 24 October 2023).
KIVISENSE (2022) Virtual Try-On Shoes | Gucci x Adidas Gazelle Sneakers Limited Edition. Available at: https://www.youtube.com/watch?v=C3nZumsSisg (Accessed: 21 October 2023).
On Demand News (2014) Hilarious bus stop prank: Public see giant robots and alien invasion. Available at: https://www.youtube.com/watch?v=UWXictuN0wI (Accessed: 23 October 2023).
Virtual Reality Marketing (2023) Adidas AR Sneakers Try-on App. Available at: https://www.virtualrealitymarketing.com/case-studies/adidas-ar-sneakers-try-on-app-2/ (Accessed: 24 October 2023).
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