Marmite have just released an Augmented Reality app (well, Blippar have).
Interestingly when I searched ‘Marmite Augmented Reality’ on Google the first result I got was about the ‘Marmite issue’ with AR.. you love it or you loathe it.
(the Yeast product : I like it.. The AR approach, I’m a bit mehhh about it).
That Marmite the brand is now part of the ‘Marmite issue’ with AR is self-referentially amusing :
http://www.augmentedplanet.com/2010/04/mobile-augmented-reality-the-marmite-problem/
On the subject of AR and brands : My view hasn’t changed in the last few months – the use is still essentially gimmicky, the actual rendering of the graphics / interactive experience is buggy / jumpy on the whole and the ergonomics of holding a phone or a tablet and trying to read a recipe (in this case) / play a game is awkward.
There’s may be some curiosity effect but with other brands (Cadburys) doing this the novelty factor won’t propel mass adoption.. I think people will find it a bit so what? There’s no great utility in this and the value to a consumer is maybe a bit transitory and thin. A url to download some recipes or QR code for an app with recipes as video would get more people participating maybe.
I mentioned the Cadbury Blippar AR work before here: http://www.brassagency.com/blog/the-top-five-digital-stories-this-week-incl-beyonce-post-it-wars/ and previous my views on AR in packaging / FMCG promotions are here : http://www.markkelly.net/blog/2011/9/11/augmented-reality-whats-up.html and here http://www.markkelly.net/blog/2010/1/22/sweet-chili-augmented-reality.html
.. I think the engagement and fun factor of the Doritos (early adopter) AR campaign was great.
Disclaimer – I’ve only watched the demo – I’ll try it at home this weekend and see if I change my view but comments I’ve seen suggest the Android version doesn’t work too well?
By the way – there’s a great resource for all things AR and marketing : http://www.scoop.it/t/augmented-reality-news-and-trends/
Related articles
- You’ll either love or hate this: Blippar brings augmented reality to Marmite (thenextweb.com)
- App Of The Day: Marmite (mobile-ent.biz)