The Impact of Gesture-triggered AR Experiences on a Consumer’s Mind
AR filters and lenses remain unique in the world of marketing largely for its innovative manner of presenting product features to the end user. The user journey in an AR experience entails immersing the user in the brand experience rather than have them mindlessly scroll past the content presented to them in their feed. AR gestures are connected to our mental imagery and can ultimately result in powerful brand association and ignite changes in consumer behavior.
The filter we created with Sadia — where we try to endorse the fact that Sadia provides a variety of spicy frozen food. The users catch the food — by opening their mouth — appearing in augmented reality. This inturn fills up the spicy meter on the screen to win. Here, the perception of this product association is almost immediate. We learn in a subconscious yet literal manner that Sadia provides different kinds of delicious spicy food.
We also observe how we can associate a certain emotion by triggering the filter with an emotion driven gesture, for example, smiling. In this fun Sesame street filter we built, the entire experience begins with the user smiling to trigger the Sesame characters to appear and dance on the screen. Learn more about the filter here-
Another example of how gestures can make an experience more memorable and engaging is the Instagram AR filter we created with Doritos for the launch of their new flavour, Flamin’ hot. The louder the user screamed, a gesture often used to express excitement or if you’ve had spicy food, the larger the flames grew around them. Explore more about the build here -
It is this immersive culture of AR filters and its play on associative memory that makes the experience more impactful and ensures a much stronger brand recall within the target group. The concept of AR filters promotes experiential marketing and proves to be a great way to combine educating the user about the brand or product while entertaining them.
