Amazon recently launched a promotional campaign for Batman v Superman, which allows consumers to turn their phone into their own 3D bat signal. While a number of brands have launched promotions for the new superhero flick, this particular campaign demonstrates how brands can use AR technology to create a more interactive experience for fans.
Timed to coincide with the Batman v Superman premier, Amazon rolled out an app update that allows consumers to turn their smartphone camera into their own 3D bat signal. However, consumers can only view the image when their camera is pointed at the Batman v Superman face-off poster. The hidden Easter Egg makes use of Amazon's Visual Search function, which turns a user's surroundings into interactive hyperlinks.
The AR campaign demonstrates a clever way for Amazon to promote Batman v Superman, while also introducing users to new app features.
Superhero-Themed App Features
The Amazon App Update Lets Users Create Their Own 3D Bat Signal
Trend Themes
1. AR Marketing Campaigns - Amazon's use of AR technology to promote Batman v Superman demonstrates the potential for AR in marketing campaigns.
2. Interactive User Experience - The Amazon app's 3D bat signal feature shows how brands can create a more interactive experience for their customers.
3. Visual Search Technology - Amazon's use of Visual Search to create an Easter Egg for the Batman v Superman poster highlights the potential for this technology in marketing campaigns.
Industry Implications
1. Entertainment - The use of AR technology to promote movies is a disruptive innovation opportunity for the entertainment industry.
2. Retail - The Amazon app's interactive features demonstrate the potential for AR and Visual Search technology in the retail industry for creating a more engaging shopping experience.
3. Technology - The use of AR and Visual Search technology for marketing campaigns presents a disruptive innovation opportunity for the technology industry.