How Kraft and Capri Sun Used Augmented Reality Tattoos
Recently, something has taken over your grocery store shelves that you may not even be aware of. What is it you ask? Two words: augmented reality. To the everyday consumer this may seem like it is not a big deal, but to the marketing world this is something much larger. Augmented reality refers to a technology that superimposes a computer-generated image on a user's view of the real world, thus providing a composite view. In simpler terms, augmented reality allows a flat 1 dimensional object to come to life, and become interactive. Check out this video below to see augmented reality applications in action!
There are several key things that are important to note about augmented reality. Augmented reality requires two components: 1) the piece of art or product and 2) an app that you will use to view the augmented reality version of this piece of art. These two components work with one another to create the 4D image you will see.
Capri Sun and Kraft have teamed up with the Kid’s Choice Awards to create an augmented reality temporary tattoo that will literally jump off of your skin. This collaboration has made it so that every consumer can have a chance to dabble in the world of augmented reality. All you have to do is apply the temporary tattoo, download the app, and start playing! You are able to see the cat dance and move around right on your arm!
For a limited time, Capri Sun boxes include a temporary tattoo of a cat that was ready to play. All you need to do is apply the tattoo to your skin as you would any other temporary tattoo. Once you have applied the tattoo open the app (you can find this information on the back of the temporary tattoo), hold your phone over the tattoo as if you are going to take a photo and allow the app to register the art. Once the app has registered the art, the tattoo will come to life. You can then interact with your tattoo freely.
For Kraft, this was a huge opportunity to hit home with their consumers. Children are encouraged to enter a sweepstakes for the chance to win tickets to the Kid’s Choice Awards. Kraft had to take into account all of the moving parts of this campaign and move quickly to launch the campaign with perfect timing; they were able to successfully execute this marketing campaign and plan to do it again in the future.
You can find Capri Sun on a grocery store shelf near you! Have you had any experience with augmented reality temporary tattoos? Tell us about it in the comments below.