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WEB AR

WHAT IS IT?

WebAR refers to augmented reality experiences that are accessed through a web browser rather than an app. To the user, this means there is a seamless shift from viewing traditional web content to experiencing AR – and back again. With WebAR, a smartphone and an internet connection are all that are needed to instantly dive in to augmented reality. 

No app store, no downloads, no waiting.

WHO IS IT FOR?

WebAR is ideal for situations where users are likely to be resistant to downloading an app first. That could be because they don’t have time, or are worried about their data, or don’t know how, or simply can’t be bothered. Whatever the reason, WebAR’s instant access eliminates most of these barriers, making it easier than ever to engage audiences with AR content.

Here are a few examples:

Jim Beam Virtual Bar

Jim Beam lauched their ‘Jim Beam Welcomes‘ web space, and wanted to include a way for audiences to get closer to their signature ‘High Ball’ cocktails. Designed by Arcade in collaboration with creative agency Quantum, users could tap to place their virtual bar and choose from four settings, visible in 360. They could then choose any combination of Jim Beam, mixer and garnish, echoing the brand’s invitation to drink Jim Beam ‘any damn way you please’.

For this experience we used 8th Wall, integrating the experience seamlessly into the broader mobile website.

AHC Turn Up Your Glow

AHC, a luxury skincare brand owned by Unilever, wanted to engage shoppers across Southeast Asia with a playful immersive game to promote the benefits of their Luminous Glow Eye Cream.

We created a bubble-popping game that amplified the brand’s visual identity and premium-but-fun attitude, in which consumers could compete to unlock discounts and get on the list of high scores.

Zack Snyder's Justice League

To celebrate the launch of the iconic Zack Snyder cut of superhero film Justice League, Wonderland Restaurants created a themed luxury meal box, complete with some magical AR experiences that brought diners even closer to the film and its characters.

Modelled after the film’s ‘Mother Box’, the meal boxes could be brought to life, with audiences challenged to solve puzzles, discover more about the heroes and collect exclusive content. This experience used Zappar’s ZapWorks.

THE END OF THE APP?

Despite WebAR’s obvious appeal, apps are still important for AR. This is because the functionality available to an AR app remains roughly 12 months ahead of what WebAR can offer – although the gap is closing all the time.

As with most endeavours, it’s simply a question of identifying the most appropriate technology for the task, but the case for WebAR is growing stronger and stronger by the day.

So – what’s your challenge?

To learn more about Web AR and what it can do for your business, get in touch

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