You might have seen us BANGING ON AND ON about 'Fake OOH' (Out of Home) and augmented reality (AR) recently. But the growing hype around the use of this content in marketing campaigns heralds an interesting shift in how brands engage with audiences.
'Fake OOH' campaigns, a relatively new concept where brands create illusions of their advertisements in outdoor spaces without physically placing them, leverage social media to amplify their reach. This technique allows for creative freedom (and lower costs), enabling brands to simulate their presence in high-profile locations or create visually striking scenarios that might be impractical or impossible in reality. A recent example of this was created by Netflix to promote their new show Griselda recently.
Augmented reality, on the other hand, adds a layer of digital interaction to the physical world, engaging users in a more immersive experience. AR campaigns invite audiences to interact with the brand through their phones, overlaying digital information or visuals onto the real world. This direct engagement can enhance brand recall and deepen the consumer's connection to the brand by offering unique experiences that blend reality and digital creativity. Users also have the ability to record their own content from the AR experience, allowing the user to adapt, craft and amplify the content on their own terms.
The relationship between 'Fake OOH' and AR is intriguing. While 'Fake OOH' capitalises on the power of social media to simulate physical advertising spaces, AR brings an interactive dimension that can transform passive viewers into active participants. So far we have only really seen each format used in isolation - advertisers either create an OOH campaign OR opt for the immersive AR approach. At TrueGroup we feel that combining these strategies could magnify their impact, offering a two-pronged approach to capture audience attention both online and in the physical world.
As brands vie for consumer attention in an overcrowded digital space, tactics that break the mould and offer something genuinely engaging can stand out. 'Fake OOH' campaigns, with their ability to create buzz and virality online, and AR experiences, which offer personalised interaction, represent the cutting edge of engaging content creation.
Why not use the potential of both 'Fake OOH' and AR to complement each other? For instance, a 'Fake OOH' campaign that generates online buzz could be further enhanced with an AR component, allowing users to explore the advertised product or message in a more interactive manner. The fake OOH campaign (widely shared on social channels) acts as a funnel, compelling the user to want to try out the experience themselves in person. This synergy can create a more cohesive and engaging marketing campaign, leveraging the strengths of both approaches and growing the engagement for both.
The integration of 'Fake OOH' and AR campaigns offers a promising avenue for innovation. By blending the broad reach and imaginative possibilities of 'Fake OOH' with the interactive and personalised engagement of AR, marketers can create compelling, memorable campaigns that resonate with consumers across multiple touchpoints. As these technologies continue to evolve, their potential to redefine engagement and brand storytelling is limitless.
Entrepreneur, Presenter. Marketing, Web3, Cars, Property.
Currently working on uGen: Web3 social content platform
Ben Collins is a Creative Director 👑
Business Founder x 5 🚀
Loves nuts 🥜
Writes about entrepreneurship, marketing and the gym