Clearly who ever made this augmented reality campaign didn’t read this post.
Not only are they repeating what’s been done a hundred times already, but the technology tie-in has absolutely no point. Star Trek Enterprise in your room, sure, I get that. Star Trek is science fiction and AR is a bit holographic so it makes sense. The GE campaign was neat because it was new. A few others have been so-so, but Always the feminine hygiene product company?
I’m not even sure what the whole point of a white rabbit coming out of a white hat with a magic wand is. And if I start to figure it out, I’m going to bludgeon myself with a sock full of pennies until I forget.
Who ever recorded this video gets it right by titling it: Pointless Always (With Wings?) Augmented Reality Demo.
Let this be a lessen to all those marketing people out there. Just because you have a hammer in your toolbox doesn’t mean you need to use it, unless you have a nail, of course.
The only good that can come of this, is that it serves as a warning for other marketers not to use AR in the marketing campaigns, just because they can. Unfortunately, I know we’re in for a couple of years worth of pointless AR marketing campaigns. Buckle up, its going to be a bumpy ride.