Augmented reality moves beyond gimmick to drive brand utility – Mobile Marketer

Augmented reality moves beyond gimmick to drive brand utility
Initial augmented reality efforts have tended toward the gimmicky but as marketers gain confidence in the technology, their strategies are starting to veer toward greater utility and interactivity.
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Ocean Spray mobile ads drive strong engagement with health-minded consumers
A recent rich media mobile advertising campaign from Ocean Spray drove awareness for the brand’s diet juice drink line with an ad unit expansion rate of 15.65 percent.
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Häagen-Dazs launches augmented reality app to entertain users during ‘temper’ time
Häagen-Dazs is educating consumers on ice cream preparation by launching a mobile application to entertain consumers during the two-minute period it takes for the ice cream to temper.
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Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank
Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter, according to the latest report from L2 Think Tank.
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