What is AR ?

Augmented reality (AR) is  merging the physical world with the virtual world to make it as concordant as possible. AR technology has been developed since 2004 which is categorized as computer science. It involved the technique of adding the virtual image of computer-generated 3D models to images captured by video cameras, webcams, or cell phone cameras, frame by frame using computer graphics techniques.  However, the limitation of technology, AR is not really widespread as it should be. 

But, in the present, AR technology has been improved and applied widely , for example, arts, medication, languages, accountancy and so on. Mobile phones, tablets, and wireless communication are fast and convenient, therefore, the technology that only stays in the laboratory. it has turned into an application that is easily consumed and downloaded.  Merging the physical and virtual world that was delivered and processed by hardware and software to make users explore the object through displays as three dimensional in terms of action and motion. AR can also create the prototype of products which is another way to present a new format in the online world and online marketing. 

The foundation of AR technology comes from motion detection, beat detection, voice recognition, and image processing. In addition to using motion detection, there are some systems that use beat detection to create the rhythm of alternatives, for instance, the sound to command interactive media to work.

The uses of AR

Sephora’s AR App virtual make-up try on

You can choose up to three shades to place on the lid, crease, and outer corner as you would in real life. Shades are sorted by color, brand, finish, and whether or not they come in a single pan or in a larger palette so that you can easily filter the shades you wish to try on. Moreover, the Artist Expert Looks feature is another function that you can choose your skin tone and try on various different expert approved makeup looks. This implies that the make-up beginner or make-up newbies can follow the tutorial and guideline in this function.

The actual case from Presley West, an Emory University student in America, has experienced Sephora AR function.

The company started using the technology as early as 2013, when other retailers were still beginning to grasp the concept. Their ability to seamlessly integrate those technologies. Sephora focused on developing an integrated Omni-channel. Their goal is to blend online and in-store experiences. To improve efficiencies and shopping experiences, they captured data on their physical operations and combined it with Artificial Intelligence. Many people are not used to buying cosmetics online for a reason. If they do not try colors in the store, they do not know whether the foundation color or the lipstick color is suitable for us.

Instagram effects

Instagram effect is now usable widely since nowadays people can create media by just recording themselves when you wake up. Effects become more potentially useful to make your media look more appealing and interesting. Instagram effects include make-up, facial modifying, animated elements, and AR-character. Sometimes people use effects to hide their appearance, to increase their confidence, or play some effect games. Adding effects on Instagram allows you to introduce new elements, such as stickers and animations, to your content. These effects are similar to what you might have used on TikTok. Unlike filters, effects are available when creating a Story, Reels video, or during an Instagram Live session. To use them, open Instagram, swipe right to activate the camera, and look for circular icons with various designs next to the record button at the bottom of the screen. These icons represent different effects, and you can tap on any of them to apply them to your post. If the available effects don’t suit your preferences, you can go to the far-right of the list and select “Browse effects” to access Instagram’s full library of effects. Here, you can browse through or search for the specific effects you want to use.

The effects on instagram story feature need use of AR to generate a design and function. AR filters are computer-generated effects that can be added to your real-life photos or videos using your camera. These filters overlay digital images on top of what you see through the camera, either in the foreground or background. It makes people enjoy trying various effects and also create a sense of digital strategy through publishing Brands-related filters. Ever since Instagram allowed brands to use effects for marketing in August 2019, it has become a creative method for brands worldwide to keep their audiences engaged without causing boredom. As above, Instagram effects, much like regular story posts, can be turned into sponsored story ads aimed at a brand’s intended audience. Yet, these filters are powerful because they offer a personal user experience, making them more effective than merely asking the brand’s audience to promote its products or services. Moreover, there’s trackable metrics for a brand’s campaign and AR effects that can be monitored. So that AR effects can be tested and analyzed directly whether it is effective or not. Lastly, Instagram filters can be entirely personalized to match a brand’s marketing campaign. This includes adding a campaign slogan, incorporating a brand’s mascot, or using their specific brand colors. Achieving this customization is feasible with the help of an AR developer with a broad skill set in creating various AR filters.

How to create an Instagram Filters?

One way to create Instagram filters by using Spark AR Studio, a software developed by Facebook for designing augmented reality (AR) effects. Here are the basic steps to create Instagram filters:

1. Download Spark AR Studio: Start by downloading and installing Spark AR Studio on your computer. It’s available for both Mac and Windows.
2. Start a New Project: Open Spark AR Studio and create a new project.
3. Import Assets: Import the assets you want to use in your filter, like 3D models, textures, or animations.
4. Design Your Filter: Use the visual programming interface to design your filter’s behavior. You can apply animations, interactions, and effects to your assets.
5. Test Your Filter: Connect your Instagram account to Spark AR Studio and test your filter on your phone using the Spark AR Player app.
6. Refine and Iterate: Test your filter extensively and make necessary adjustments. Make sure it works well and looks good.
7. Publish Your Filter: Once you’re satisfied with your filter, it’s time to publish it. In Spark AR Studio, click on “Upload” and follow the guidelines to submit your filter for approval.
8. Wait for Approval: Facebook will review your filter to ensure it complies with their guidelines and policies. This process may take a few days to a couple of weeks.
9. Share on Instagram: Once your filter is approved, you can use it on Instagram. It can be added to your Instagram Stories or be used by others.

Remember that !!!

Creating filters can be a complex and creative process. It’s essential to have some design and programming skills, but there are plenty of tutorials and resources available from Facebook to help you get started and improve your skills in Spark AR Studio.

Last example is Pokemon go

Pokemon go is utilizing augmented reality in order to give more experience for the players to feel that you are actually having Pokemon in front of you. Therefore, for the fans who are following from the cartoon version, using AR would give more opportunities towards the users to download as well as participate more in the application. As the users, this strategy will help them more entertainment. For example, you’ll need to move around to catch a Pokémon in AR mode. Before you begin, make sure you are in a location where you can safely move around. Then, you turn on the AR mode in order to start catching pokemon. Use your camera to slowly look around your surroundings, being sure to include a flat surface (like the ground or a tabletop). The AR will detect your environment by illustrating tall grass as well as a pokemon will pop up in front of you, after that you need to throw a ball into them in order to catch it. It might be successful or unsuccessful depending on how accurate you are at throwing the ball. 

In terms of Digital Marketing

 A new technology AR would help players to have more entertainment as well as offer from some particular brand towards application. Plus, The company behind the game will start allowing brands to sponsor websites. The idea is that Pokémon will appear at the selected location and attract users there. They can access exclusive offers and, if possible, spend money on relevant brands, whether it’s a clothing store or a restaurant. Some local businesses have used the app as a marketing tool by thinking a little more creatively. Instead of waiting for partnerships and creating official sponsored websites, some savvy business minds bought “lures”, attracting a certain number of Pokémon to a location and leaving them for someone else to catch. The bait is reasonably priced so it wasn’t a huge expense for those who tried it and some of them got great results. For example, L’Inizio Pizza has brought an increase of business to their restaurant. Sean Benedetti (A manager of L’Inizio Pizza) paid $10 to have a dozen of the Pokémon characters lured to the store. It drew in so many players, the shop’s business went up 75 percent.

Other places are taking different approaches, with another American restaurant called Char’s Pizza offering free food to anyone who takes over their gym with any Pokémon named Char. So the restaurant will have more opportunities to create more marketing opportunities. This is the impact of using AR with the game Pokémon. Nevertheless, What Pokemon GO has proven is that, with the right motivation, people will go out and use AR to interact with the world around them. They just need a good reason. Obviously, not every brand can create something that comes close to Pokemon GO, but they can think of new ways to market this product to an audience that currently spends too much time looking at Pokemon GO. the world through the screen.