Augmented Reality Is the New Engagement Tool
Augmented reality is still mostly a novelty to many. Yet immersive AR has the potential to surpass the user experience of all other media including print, television and even online.
For some, the newness of this medium will wear off, and sophisticated marketers will find better ways to connect and engage with target audiences.
I am a longtime critic of wine labels. There is too much emphasis on the wine-label design and not enough on meeting the utilitarian needs of wine buyers.
Phantom Wine found a way to engage wine buyers with an AR experience tied to the wine label. The AR creates a deeper, more participatory experience. The entire family wanted to try the AR experience with their phones and iPads. Who knew how engaged everyone could be with a simple wine label?
The wine wasn’t too bad either.
Mark Mathis
Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle. After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant. He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.” Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.” One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College. Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board. Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.
