Yo!AvatAR is a gamification prototype using image recognition and augmented reality. AR-avatars are linked to various products and can be unlocked by buying a product in-store. To do so, the customer has to identify the product through the app (image recognition) and link the purchase to his personal profile through a QR code scan during checkout. This will also add a promotion to the entire purchase.
The avatar can be upgraded through coins. Coins can be earned through further purchases of the same product (or similar/relating products of the same brand) and social media posts that include brand or product hashtags.
In our opinion, the social media portion of this prototype could be highly relevant for the future of advertising. TV used to be the prime medium for advertising. People literally knew many commercials by heart because there was hardly a way of avoiding them. But in the age of on-demand content that’s no longer the case.
So, instead of producing expensive TV commercials that nobody sees or pays attention to, the trick is to let consumers do the advertising via social media. Nowadays, the attention lies on hashtags and the intrinsic customer reviews. It means moving away from impersonal mass communication to building a network of honest ratings. Of course, this again will force businesses to deliver.
– Augmented Reality
– Image Recognition / Computer Vision
Relevant areas of C/4HANA Suite
– consumer driven advertisement through social media (brand awareness)
– connecting to customer at POS
– personalised marketing and promotions, even through low-price products
– increasing brand/store loyalty
– increasing in-store traffic