Augmented Reality and Virtual Reality are probably like the new band on the block that everyone either wants to make money off or enjoy their gift; in this case, their services. But who would've thought that Virtual and Augmented Reality would swoon our taste buds too? Although the cost of development is still high, the returns are worth the investment; especially with regard to human resources, customer experiences, and food products. As a bonus to these returns, AR/VR offers marketers the magic trick of virtual marketing that can revamp the digital interaction of consumers into real action.
No food product or dining experience can be augmented to its true potential if its creators aren’t trained well to deliver this potential. Solving this very issue, Augmented Reality and Virtual Reality technology has opened new doors to deliver expertise by bridging the gap between low-end mass training and selective employee-focused training. The door unlocked by Virtual reality has presented employees with a virtual environment of their would-be job which preps them for their future roles. These VR teachings cover all measures of responsibilities, from managing Walmart’s holiday rush to cooking noodles at Honeygrow to perfecting the espresso pull. As a result, not only will the employees get more advanced and diverse training, but also allow companies to hire a more diverse range of employees catering to different needs.
Speaking of needs, an industry such as the food industry depends on customer experience to a great extent, and this experience was yet limited in the visual sense. Changing that, the food industry is employing the visual tools of Augmented Reality and Virtual Reality technology is being employed to enhance customer experience too. Examples include “Boursin Sensorium”, a CGI-based VR experience that coupled motion (through moving chairs), aroma, and delicacies of Boursin cheese. Breweries and bars are employing the technology to augment the experience of fine alcohol with Virtual Reality experiences such as showcasing the behind-the-scenes making process, using coordinated AR/VR footage to complement the taste of its beer or even letting diners go skydiving in Samsung Gear VR. The technology has also bridged the generation gap with Millennials who view check-ins and social media announcements of their posh restaurant visit a key aspect of their curated social identities.
These augmented experiences or products can never escalate to their true potential if they aren’t showcased equally well and in this digital age of social media, marketing is a must. Luckily AR/VR technology has answers for this problem too and from Remy Martin to Coca-Cola, everybody is integrating the AR/VR magic into their marketing strategies. No wonder you can hear your friends in NYC talking about the soft drink brand and it's Christmas magic campaign that gave users the opportunity to see virtual Santa and hidden scenes across branded bus stops in NYC. In today’s age where content is king, Virtual reality has empowered marketers to augment their content beyond physical space. The marketers are indulging in this practice not simply to attract potential buyers but to educate consumers on the nutritional value of their food. Yes, even broccoli can now be made appealing to kids.
Sr. Content Strategist
Meet Manish Chandra Srivastava, the Strategic Content Architect & Marketing Guru who turns brands into legends. Armed with a Masters in Mass Communication (2015-17), Manish has dazzled giants like Collegedunia, Embibe, and Archies. His work is spotlighted on Hackernoon, Gamasutra, and Elearning Industry.
Beyond the writer’s block, Manish is often found distracted by movies, video games, AI, and other such nerdy stuff. But the point remains, If you need your brand to shine, Manish is who you need.
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