The arrival of AR and VR technology marks a significant departure from the traditional advertising and marketing landscape. In 1704, the first advertisement was published, and since then, marketers have largely operated within the confines of established media formats. From magazines to television, the internet, and mobile experiences, all these platforms have remained within a defined framework. However, AR and VR are breaking through these boundaries. Consumers now have the power to choose their environment, and brand interaction becomes an integral part of that space. When used effectively, this opens up limitless possibilities for engagement and creativity.
As AR technology matures, more businesses are embracing this innovative approach to marketing. Consumers are increasingly looking for fresh and unexpected experiences, and AR marketing agencies have been playing a key role in delivering these. For instance, campaigns like the “Golden Car Gold Winning Award†during the world’s largest cashless day, the 18th birthday celebration for the old club Ali, and the promotion of the film *Sansei III* have all demonstrated the effectiveness of AR in capturing attention and driving engagement. But how exactly do they do it? What can we learn from these successful examples? Today, we spoke with Lin Tao, Partner and Marketing Director at Ant Agent, to find out.
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ARC: Can you tell us about your team and what you're currently working on?
Lin Tao: Our AR operation team includes experts with over 13 years of experience in Ali's operations, as well as entrepreneurs with more than a decade of industry experience. We also have researchers specializing in different levels of AR technology. Our technical development team consists of over 40 people, and our content production team exceeds 120 person-times, continuously expanding. As one of the first teams in China to invest in the AR industry, we've provided AR marketing solutions for top brands like Coca-Cola, Disney, and Starbucks. We're also a deep partner of Alipay AR technology and have received awards such as Actor Gold Medal Partner and Brand Customer Word of Mouth Partner.
ARC: You’ve supported Alipay AR scanning. How do you address different product challenges using this feature?
Lin Tao: The product is no longer just a flat, one-way ad. It's not about forced information delivery anymore. Instead, we focus on:
1. **Business Closed-Loop**: Integrating online interaction with offline redemption to create a direct link between products and consumers.
2. **Sensory Marketing**: Using refined visual design to spark curiosity and drive consumption through emotional engagement.
3. **Sales & Goods Integration**: Combining insight and resonance to deliver novel AR experiences that reflect brand messaging.
4. **Data Analysis**: Leveraging feedback to identify potential users and expand merchant traffic circles.
ARC: What are the applicable scenarios for your products, and what is the concept behind the shared AR marketing model?
Lin Tao: AR marketing works across various industries, including food, exhibitions, entertainment, travel, fashion, and more. With Alipay AR-scan, users can access our products anytime, anywhere, experiencing unique AR animations and benefits.
The shared AR marketing model is about resource sharing, enhancing consumer experience, and elevating brand quality. Through the "shared marketing system," we integrate resources like display, information, and user interaction into engaging processes, injecting energy into the smart retail era. More importantly, it fosters a shared economy by highlighting brand identity. The future of brand marketing lies in the fusion of physical and virtual worlds.
ARC: Which of your AR interactive solutions have received better user feedback, and why?
Lin Tao: Campaigns like Coca-Cola, Meijiyuan, Sprite, and Weiquan Daily C have stood out. For example, Coca-Cola and Meijiyuan used product slam technology for product upgrades, while Sprite transformed flat ads into 3D experiences using face recognition. These approaches created immersive and interactive brand interactions that resonated with users.
ARC: How do you engage with both consumers and brands through AR, and what design ideas do you follow?
Lin Tao: Take Nestlé’s Student Nutritional Breakfast Milk Series, for example. Through AR, consumers can view 3D images of the product packaging on their phones, making learning fun and educational. Interactive questions like “Why doesn’t ice freeze in Antarctica?†enhance engagement and deepen brand connection.
ARC: What makes AR interactive marketing different from traditional methods?
Lin Tao: AR strengthens brand image through visual storytelling and immersive experiences. It allows for cross-border marketing, improves daily life quality, enhances brand perception, and increases customer loyalty through personalized interactions.
ARC: What do you think the future of AR will look like?
Lin Tao: AR is no longer just a futuristic concept. With big data analysis, it's becoming a fun, everyday tool rather than high-tech. It's moving from imagination to reality, offering immersive experiences that go beyond sight. It's transforming flat content into 3D knowledge, and evolving from innovation to intelligent systems. This shift will redefine lifestyle quality.
Ant Agent will continue to explore the integration of brand tone and interactive experiences, creating the most exciting AR marketing strategies. We aim to provide cutting-edge solutions that deepen brand identity, build stronger consumer relationships, and shape a new marketing format that blends product and impact.
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