You’re finally at the concert. Your favorite band is on stage and you have tears of joy in your eyes. The problem? You’re trapped, surrounded by 6’2”ers, unable to see the glorious faces on screen. Enter, an AR view of the stage, from four different perspectives. Right there on your smartphone. Ahh.
AR isn’t just for consumers. Let’s unpack how brands can benefit, too.
What is AR anyway?
Augmented reality is a technology that combines computer-generated images with the user’s real-world view, creating a truly “augmented reality”. (Different than virtual reality, which is a totally immersive experience.)
Sounds high-tech (and it is), but you’re likely already using forms of AR, whether in your day-to-day or in your marketing. Mobile apps like Snapchat and Pokémon Go have established AR as an integral part of their platforms. Live Nation has taken it one step further.
How Live Nation Uses Immersive Experiences
In September 2019, at Midtown Music Festival, Live Nation debuted its first augmented reality suite of technologies. Its first brand partner? The Hyundai 2020 Sonata.
With branded experiences integrated into the framework of the Midtown Music Festival app, festival attendees were, possibly unknowingly, immersed into the future of live event advertising.
Live Nation has released five initial AR products, available on their app at select events.
- AR Livestream, which allows viewers on- and offsite to see the stage live from numerous angles.
- AR VIP Access, which allows exclusive virtual insight into spaces typically reserved for industry VIPs.
- AR Fest Lens, which shows a lineup of who’s playing next when users point their smartphone toward any of the stages.
- AR Intermission, which allows brands creative freedom to design an on-stage experience during show intermission.
- AR Photo Opp, which blends branded backdrops and other AR filters with users’ photographs, taking advantage of the increasing demand for social media content from live music events.
What does this mean for marketing?
From an integrated perspective, it elevates existing touchpoints with the consumer, rather than simply adding more. It meets consumers, literally, where they are, rather than herding them to your content.
AR isn’t for everyone. Not every brand has a personality that works with live augmented reality vibes. But imagine being able to “try on” a couch, or access a step-by-step AR user manual, with the click of a button. The products within the eCommerce, retail and construction industries (among many others) are a perfect fit for this innovative technology.
AR currently has untapped potential. We are excited to see what’s next. Who’s joining us in exploring ways AR can augment their brand?
-Rachel, Fall Zintern