For most of us digital fanatics, and I count OnQue amongst the best, we search and scan on a hourly basis new trends and digital technologies, waiting for the new batch of digital campaigns, next generation mobile devises and everything shiny and pixelated. However it seems of late that there is a concerted effort by digital marketers (and digital creative agencies) to get behind the next wave of interactive digital campaigns, especially those using QR codes, Near Field Communications and more prominently Augmented Reality.

The principle area for most growth is in the retail sector, with a broad range of companies getting behind interactive campaigns that in most cases begin locally but are often implemented on a global roll out. Also the more widespread use of QR codes and NFC codes are making the majority of consumers much more digital savvy. Two recent campaigns really spring to mind to show how widespread these types of campaigns are, Tesco the giant food retailer in the UK recently set up a virtual store at Gatwick Airport similar to one they had trialed in South Korea.

Another campaign features a virtual reality kiosk for TOPSHOP in Russia, where customers can walk in front of a virtual reality display using AR and try clothes on virtually, then choose their selection, order and pay or post their other choices to their various social media accounts.

There has been some amazing examples of cool Augmented Reality being used in to promote interaction with more considered purchases, like for example a new motor car. Volvo recently unveiled the VOLVO X-RAY mobile app that visitors to their site and showrooms were able to download. The App then turned their mobile device into an interactive scanner that interacted with touch-points shown on an X-ray style display. This gave the impression to potential purchasers that this was an exclusive behind the scenes look into the technology and features of the new model Volvo V40.

Also Honda are a major player in the Automobile Augmented Reality stakes. A recent digital campaign for the launch of the Honda Jazz gave visitors to the Honda site the opportunity to download a mobile App. Then just by watching the Jazz advert online they were able to use their mobile device to scoop up, and capture virtual characters that explained features of the car, (but at the same time acted as a more viral playful interaction).

The power of these applications has redefined the digital landscape in the mind of consumers. Customers are now ‘sold’ on the additional benefits that you can get shopping with a mobile device. They expect to interact with a point of sale display or a virtual fitting room. At the very least they want to be able to download an App that helps them navigate around an important purchase like a motor car or a state of the art TV. Imagine the possibilities of taking this momentum of customer interaction one stage further, and creating a virtual sales kit that each customer can personally relate to. At Onque Digital, we are working on it!