This document discusses augmented reality (AR) and virtual reality (VR) in advertising. It begins with definitions of AR and VR, noting that AR overlays computer-generated content on the real world while VR creates fully immersive virtual worlds. The document then outlines types of AR and VR experiences like apps, outdoor/experiential, and embedded content. It provides examples of branded AR and VR from companies like Nissan, KLM, Pepsi, and Google. Finally, it discusses three key components for successful branded AR and VR experiences: scale so many people can participate with little effort, cultural and brand relevance, and shareability so the experience can be easily shared on social media.

1. AR and VR in Advertising
Virtual Reality and Augmented Reality
in Advertising

2. AR and VR in Advertising
Overview
AR and VR have emerged as mediums for brands to
communicate with people.
This deck was created with the intended purpose of
showcasing how brands have leveraged these two
mediums.
Analysis and opinions are heuristic.
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Created by Ruben Gomez for AAU

3. AR and VR in Advertising
What we will cover today
0. AR and VR definitions
1. Types of AR and VR experiences
2. AR and VR market size
3. Branded AR and VR examples
4. The algorithm to a good AR and VR experience
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4. AR and VR in Advertising
The three recognizable types of VR and AR experiences
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0

5. AR and VR in Advertising
What’s the difference?
AR
VR
AR or Augmented Reality is computer-generated content overlaid on a
real world environment. AR hardware comes in many forms, including
devices that you can carry, such as handheld displays, and devices you
wear, such as headsets, and glasses.
VR or Virtual Reality is best described as an illusion of reality created by
a computer system. A person may enter a world of virtual reality by
putting on special glasses and headphones attached to a computer
system running the virtual reality program. These devices immerse the
user with the sights and sounds of the virtual world.
AR Credit: https://techterms.com/definition/augmented_reality
VR Credit: https://techterms.com/definition/virtualreality
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6. AR and VR in Advertising
The three recognizable types of AR and VR experiences
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7. AR and VR in Advertising
Types of VR and AR creative executions
APP/Gear OOH/Experiential Embedded
AR
VR
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Snapchat’s AR Dancing Hotdog
Samsung - Rhianna Anti diaRy VROld Irish VR Journey to Ireland
Coca Cola AR Arctic Home CampaignNiantic’s AR Pokémon Go app
Google Cardboard VR Headset

8. AR and VR in Advertising
A birds eye view of the AR and VR market
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9. AR and VR in Advertising
Facebook, Google, and
Apple are just a few of
the companies working
on AR and VR tech

10. AR and VR in Advertising
Branded AR and VR examples
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11. AR and VR in Advertising
ARAPP/Gear
Nissan Die Hard Fan App
Source: https://www.nissanusa.com/diehard-fan-app/
What: Nissan designed an AR app that allowed college sports fans to
show their pride by using filters that overlaid onto a users face.
Strengths:
- Nissan owns the experience which means they can create filters for more
schools and deploy them fairly easily
- They can obtain data from if and how people are sharing these filters
- They can be top of mind for college sports fandoms
Drawbacks:
- A person needs to download the app (requires additional marketing efforts)
- Only appropriate during college football season
- Automakers brand image around college doesn't carry a rich history
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12. AR and VR in Advertising
APP/Gear
KLM Virtual Flight Upgrader
What: KLM created an app and a branded VR headset that was given to
budget airline passengers. Passengers could experience what it would
be like to fly KLM.
Strengths:
- Created a new point of reference for flyers to judge KLM’s experience
- Branded headset and owned app
- They essentially hacked the lowest hanging fruit
Drawbacks:
- It doesn't scale
- People need to download an app
- Use case is inconsistent for most / I don’t fly everyday
source: https://www.youtube.com/watch?time_continue=1&v=PwTFsXDmHx0
VR
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13. AR and VR in Advertising
AROOH/Experiential
Pepsi Max Unbelievable Bus Shelter
What: Pepsi Max created an AR experience at a bus shelter by using a
giant screen and camera to project some insane visuals that felt like they
were straight out of a movie.
Strengths:
- Highly engaging beyond just product
- Shareable
- Cultural relevance
Drawbacks:
- Lack of scale
- Novelty
source: https://www.youtube.com/watch?v=Go9rf9GmYpM13

14. AR and VR in Advertising
OOH/Experiential
Lockheed Martin Mission to Mars
What: Lockheed Martin created a VR experience for kids to learn about
Mars. The aerospace company placed screens inside of a school bus
that took kids on a virtual space exploration.
Strengths:
- First of its kind
- Cultural + Brand relevance
- Informative and fun
Drawbacks:
- Pricey
- Limited space (seats)
source: https://www.youtube.com/watch?v=X5JTb_7qv78
VR
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15. AR and VR in Advertising
AREmbedded
Gatorade Snapchat Filter
What: Gatorade created a Snapchat filter that brought awareness to a
new generation by giving everyone the opportunity to see what it’s like to
be a part of the iconic moment get dunked at the Super Bowl.
Strengths:
- Known behavior (Snapchat lenses)
- Easily shareable
- Cultural + Brand relevance
- Audience does not need to download additional software/app
Drawbacks:
- Limited only to during Super Bowl
- Pricey
- Can potentially resonate with only football fans
source: https://www.youtube.com/watch?v=sTYCg10X0xI15

16. AR and VR in Advertising
Embedded
Google Arts & Culture VR App
What: Google teamed up with museums around the world to create a VR
app that acts as an information guide to all things art and culture.
Strengths:
- Museums don’t need to create their own VR experiences
- Shareable
- Cultural + Brand relevance
Drawbacks:
- How does a museum gain visibility?
- All experiences look the same
source: https://www.youtube.com/watch?time_continue=82&v=bp4oa7MHg88
VR
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17. AR and VR in Advertising
The three main components (outside of engineering) that
make for a good AR and VR branded experience
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18. AR and VR in Advertising
The algorithm
Scale
Can everyone use it with
little effort?
Everyone should be able to
take part if they wanted to.
This also helps advertisers
feel that they are getting the
most reach for their ad
dollars
Brand + Culture
Relevancy
“Share-ability”
Is your experience a good tie
between what your brand stands
for and culture?
It should feel authentic to your
audience otherwise you might be
trying to hard.
Is there a component to your
experience that allows people to
share it with their friends? Is it
Instagram-able? Snapchat-able?
Facebook-able? Tweet-able?
(Eye roll. I’ll stop)
Your audience should be able to
share it via at least one channel.
Components of a good AR or VR experience
1 2 3
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19. AR and VR in Advertising
Thanks