Over the past decade, our media has transformed, and with it, consumer habits. Generations Y and Z are more interested in marketing to each other than paying attention to traditional formats. Experiential activations find success among the younger crowd, but are typically site-specific, limiting reach.
For agencies, augmented reality (AR)—with 2016 breakout Pokemon Go—is emerging as the infrastructure to deliver immersive experiences at mass-scale. As AR transitions from portfolio add-on to necessity, agencies can learn from pioneers who have used AR to deepen brand association through innovative content—as well as the mistakes witnessed along the way.