In an increasingly competitive digital advertising landscape, companies are always looking for new ways to attract consumers’ attention. Lunchables is one company that has risen to the occasion. Lunchables has launched a Rewarded AR Ads campaign that uses augmented reality (AR) and a partnership with the popular mobile game Pokémon Go to not only attract players’ attention but also reward them for their participation.
Promotional Augmented Reality Ads Have Gained Momentum
Niantic, a mobile app developer, unveiled the concept of Rewarded Augmented Reality Ads at the Cannes Lions International Festival of Creativity in June. With this ad format, gamers can earn in-game rewards for interacting with augmented reality experiences within the game. Rewarded Augmented Reality Ads offer a novel chance for brands to connect with their intended audience because of the pleasant and engaging experience they provide.
Lunchables is the First Company to Use Pokémon Go’s Rewarded Augmented Reality Ads
The first company to use Pokémon Go’s Rewarded AR Ads is the ubiquitous Lunchables, makers of convenient lunch kits. Using Niantic’s 8th Wall augmented reality development platform, Lunchables’ campaign gives users the ability to use the brand’s food ingredients as virtual building blocks. In this game, players can earn in-game rewards by virtually constructing items like a scooter, seesaw, Eiffel Tower, helicopter, boat, and picnic table.
Getting the Intended Readers Interested
Lunchables knew exactly who they were catering to when they decided to team up with Pokémon Go for their Rewarded AR Ads campaign. Because of their penchant for getting lost in a game, Pokémon Go players are a target market for Lunchables. Erica Kovalkoski, Niantic’s head of brand marketing partnerships, claims that eighty percent of Pokémon Go players are enthusiastic about the prospect of augmented reality advertisements within the game.
Brand Advantages of Incentivized Augmented Reality Ads
Using Rewarded AR Ads in Pokémon Go has many advantages for Lunchables. Lunchables stands out from the crowd by providing its customers with a unique and memorable brand experience that goes above and beyond what the competition offers. Furthermore, Lunchables raises brand awareness and encourages participation in their rewards program by providing in-game rewards that encourage active engagement with the brand.
The Augmented Reality Strategy of Lunchables
The Rewarded AR Ads campaign is just one example of how Lunchables strives to provide its customers with memorable and novel experiences. By incorporating augmented reality, Lunchables gives their customers a fun and engaging way to interact with the brand. Associate manager of brand communications at Kraft Heinz and Lunchables’ parent company, Christina Brown, discusses the exciting possibilities of augmented reality advertising for expanding the brand and reaching its target audience.
Augmented Reality Ads Come of Age
By using Rewarded AR Ads in Pokémon Go, Lunchables has paved the way for the future of marketing. In the rapidly evolving world of digital advertising, augmented reality (AR) offers brands a potent tool for connecting with consumers on a more personal level. Brands can increase customer loyalty and expand their businesses by providing memorable experiences and tangible rewards to their target demographic.
See first source: AdWeek
1. What is Lunchables’ Rewarded AR Ads campaign, and how does it work?
Lunchables’ Rewarded AR Ads campaign is a marketing initiative that uses augmented reality (AR) and a partnership with the mobile game Pokémon Go. In this campaign, players can earn in-game rewards by interacting with Lunchables’ AR experience within the game, where they virtually construct various items using Lunchables’ food ingredients.
2. What are Rewarded Augmented Reality Ads, and why are they gaining attention?
Rewarded Augmented Reality Ads are a new ad format where gamers can earn rewards in the game by engaging with augmented reality experiences. This format is gaining attention because it offers a pleasant and engaging way for brands to connect with their target audience, making advertising more interactive and rewarding for users.
3. Why did Lunchables choose to partner with Pokémon Go for their AR campaign?
Lunchables chose to partner with Pokémon Go because the game’s player base aligns with their target audience. Pokémon Go players are known for their enthusiasm for immersive gaming experiences, making them an ideal market for Lunchables. According to Niantic, approximately eighty percent of Pokémon Go players are excited about the prospect of augmented reality advertisements within the game.
4. What advantages does Lunchables gain from using Rewarded AR Ads in Pokémon Go?
Using Rewarded AR Ads in Pokémon Go provides several advantages for Lunchables. It allows the brand to offer a unique and memorable experience to its customers, setting it apart from competitors. Additionally, it raises brand awareness and encourages participation in Lunchables’ rewards program by providing in-game rewards that engage users with the brand actively.
5. How does Lunchables incorporate augmented reality into its brand strategy beyond this campaign?
The Rewarded AR Ads campaign is part of Lunchables’ broader strategy to provide customers with novel and memorable experiences. By using augmented reality, Lunchables offers an engaging way for customers to interact with the brand. The parent company of Lunchables, Kraft Heinz, is exploring the exciting possibilities of augmented reality advertising to expand the brand’s reach and connect with its target audience.
6. What does Lunchables’ campaign with Pokémon Go signify for the future of marketing?
Lunchables’ campaign with Pokémon Go signifies the evolving landscape of digital advertising. Augmented reality (AR) offers brands a powerful tool to connect with consumers on a more personal level. By providing memorable experiences and tangible rewards, brands can increase customer loyalty and expand their businesses, shaping the future of marketing.
Featured Image Credit: David Grandmougin; Unsplash – Thank you!