GEN Z EXPECTS AUGMENTED REALITY EXPERIENCES FROM BRANDS
Generation Z is currently aged four to 24 years old. They are — literally — the future, and the communications tools that are used daily by this generation are using augmented reality liberally. So much so that augmented reality experiences are moving into the realm of “expected” from the brands, devices and events they engage with regularly.
Snapchat is one of the most active brands in the augmented reality industry and is also mostly used by Gen Z. In fact, 90-percent of Snapchat users are between 13 and 24 years old. Recently, the app expanded the augmented reality experiences available within Snapchat to now engage with physical advertising in the form of billboards. The vertically-oriented billboards have a Snapcode that passersby can scan with the Snapchat app to unlock an augmented reality experience that turns the billboard into a video for original programming.
While Snapchat is not the first brand to use augmented reality in advertising, or even on billboards, it is perhaps the first to use it with an audience that is more apt to use it and adept at interacting with the technology.
What does this mean for the future of brand interactions? Brands are starting to see augmented reality as part of the broader marketing mix, shifting from “something cool to do” to driving business results and increasing brand loyalty.
To learn more about how your brand can drive engagement through augmented reality experiences, contact QuantumERA.