What exactly is augmented reality?
It's a techy word that doesn't exactly spell out what it means. AR is a way to incorporate a new digital life into your current day-to-day life. Different than virtual reality, it doesn't put you in a whole new, separate world. And honestly, it's cooler realizing that it's based on what you do on a daily basis.
How can it be used in PR?
Engagement. One of the biggest aspects of public relations is engaging users, consumers, the audience. That's exactly what AR can do, pull in the customer. A PR Week article said, "the long-term value of these apps is to deepen consumer engagement with a brand by using an app that 'adds value' to a consumer's life"
But apps aren't the only way to incorporate augmented reality in a PR campaign.
Examples and Ideas.
ARmarketing gave an incredible idea of using AR to revamp the traditional press release. When you think public relations, you think press release. Why not update it?
"PR agencies can exploit the technology in a number of ways: digital content such as video interviews can be easily overlaid on the press release, bringing the somewhat staid corporate results release to life for example."
They also mentioned it could be used to make product launches and press conferences more interactive.
Pepsi Max used augmented reality in an incredible, London marketing campaign.
Check it out!
It obviously got people involved and interested and still made it clear who the sponsor was.
And of course, PokemonGo.
Maybe it's not being used exclusively for PR, but why shouldn't business use the world-wide phenomenon to interact with customers. At one time, Yelp added "PokeStop" to the list of additional information for businesses. This was obviously a key player for where people would go, and Yelp recognized that.
Businesses and organizations could easily bring in customers by promoting with PokemonGo.
For example, run specials for Pokemon users. The campus Rec and Wellness center could incorporate the app into activities going on through the days.
All in all, augmented reality is a huge step the PR world should take. Make it new. Make it unique. Have some fun and invite your audience to the fun too.
