Branded content will appear in-game, promising an immersive advertising experience.
At last week's Cannes Lions International Festival of Creativity, augmented reality (AR) mobile game developer Niantic announced the launch of Rewarded AR (Rewarded AR), an immersive advertising format that allows players to interact with branded content using a smartphone camera. Players can unlock exclusive in-game rewards by moving around the real world.
This AR advertising product was built using Niantic's AR development platform 8th Wall, and aims to improve brand influence "through immersive product narrative" by simplifying the development process through cooperation with various development agencies. The company hopes to encourage brands to use this new form of advertising by partnering with various development agencies.
Erin Schaefer, vice president of sales and global operations at Niantic, said: "Augmented reality provides an exciting new way for people to be powered by innovations in spatial computing. Niantic's platform delivers mobile AR ads that are tightly integrated with the real world Format."
“Viewers can gain an immersive and enjoyable brand experience by engaging with rewarded AR ads, discover new products or engage with interactive features. This helps to better reach people close to key locations, providing an immersive brand experience, thereby improve outcomes."
Players can now interact with rewarded AR ads in games like Pokemon GO. The company recently partnered with popular convenience store chain Circle K to bring immersive advertising to its location-based monster-catching game. There will be floating balloons in the game, guiding the player to find Circle K's coffee cup. After interacting with the virtual beverage, they will be encouraged to purchase a real cup of coffee at their local Circle K.
Margaret Barron, Vice President of Global Marketing at Circle K added: "We're always looking for new and meaningful ways to engage with our customers and give them fulfilling reasons to incorporate Circle K into their everyday lives, and we partnered with Niantic on Pokémon GO. The collaboration on "Opens Up Some Exciting Possibilities."
"Rewarding AR brings Circle K into this hugely popular gaming environment and delivers timely and relevant offers, driving brand awareness and loyalty, and we're very pleased with the results so far."
For more information on the form of rewarded AR advertising in Niantic games, visithere.
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