Augmented reality has been around since the 1960s and has developed drastically over the years. AR has been used in a variety of industries, from NASA and the military to entertainment and marketing. With developing technologies like AR, the advertising and marketing industry is evolving with it. As consumers we see AR quite a bit, for example QR codes and Snapchat filters. I remember for the final season of Game of Thrones there was a Snapchat filter that put dragons flying in the air above the user. Many advertising strategies attempt to employ AR into campaigns and ads, WWF is an example of an organization that successfully implemented the technology into their advertising strategy.
WWF is an organization who strives to conserve nature and reduce threats to Earth and the life that inhabits it. WWF has adapted their advertising strategy with advancing technologies, including augmented reality. In 2013 WWF partnered with Coca-Cola and set up an AR stunt in the London Science Museum. The interactive experience allowed visitors to get close to a family of polar bears in a melting environment in efforts to raise awareness of the impact global warming has had on the Artic. In 2016 WWF partnered with Mandiri, the largest bank in Indonesia, to address endangered Javan rhinos left in Indonesia. By registering to Mandiri e-cash users could point their phones at their ATM card and a rhino would appear on the card. By donating money users could unlock features to take care of the rhino.
WWF did a wonderful job adapting to this not so new technology. By using augmented reality WWF optimized user experience and interactive content. One of the biggest issues in the industry today is that there are too many ads in consumer environments. Consumers block out most ads that they see, who wants to see just another kind of funny ad before their YouTube video or an ad on Instagram for a product they just Googled? Sure, these tactics work but user generated content is elevated when AR gives the much-needed interaction with the consumer. WWF’s immersive Artic exhibit allowed visitors to get close to polar bears and form an emotional bond with them. The interactive game with rhinos gave users a fun way to learn about conservation and the endangerment these animals are facing in the wild. Augmented reality is fun interactive content that users can experience and share with their friends and family. It has more talking points than traditional or digital advertising has. In 2020 user generated content will differentiate brands, by using AR like WWF has brands can build awareness and optimized user experience. WWF can implement these strategies again in the future by showing other endangered species or environments affected by global warming. Experiences like this allows people to see first-hand what is happening to the environment and leaves a lasting impression.







