Augmented Reality: From Marketing Gimmick to Strategy

By : SPHmagazines
September 19, 2018
Tags: , , , ,
Category: Campaign Showcase | Research

If you follow our Facebook page, you may have seen pictures of our staff posing with a certain character. She is our resident cool girl, Moomoko – the first AR character created by a local magazine! Here we explore opportunities in using Augmented Reality for brand marketing.


We have seen a glimpse of the immersive power of Augmented Reality (AR) from the Pokemon Go craze.  Brands are now sitting up and finding ways to integrate AR into their marketing strategy.


They have very good reasons to do so. When applied to advertising, research shows that the best AR campaigns increases dwell time by more than 85 seconds, interaction rates by up to 20% and click-through rates of 33%.* Beyond engagement, some brands are cleverly leveraging AR to drive tangible business outcomes.


Brands leveraging AR to drive tangible outcomes

Sephora have been using AR to enable potential customers to virtually try on their cosmetics through their app using facial-mapping technology. This allows them to make purchasing decisions without having to be physically present at the store. They can even share their virtual looks with friends, helping Sephora reach more new customers.


Ikea has also integrated AR into its app to enable users to visualize how the furniture will look in their own homes, helping them to make purchase decisions quickly and efficiently.


In the food sector, Magnum uses AR to enable consumers to personalise their Magnum ice cream with a tap of a button while using their camera. Their creation can then be redeemed at the Magnum Pleasure Store at the mall, thus driving both brand engagement and sales.


However, brands do not have to enter into the AR space on their own. They can ride on the technical and audience expertise of publishers that are experimenting with AR themselves.


Publishers are using AR to augment print content and drive ROI for ads

In its September 2017 issue, W magazine’s cover girl Katy Perry came alive with a video message for readers who point their AR-activated phones at the cover. Not only that, they can also tap and interact with each of her facial features to unlock new content. 


Beyond augmenting content, publishers can leverage the technology to drive sales for their brand partners. For example, department store Macy’s has partnered with Cosmopolitan magazine to produce an eight page beauty section powered with AR technology. Similar to Sephora, readers will be able to virtually try on beauty looks curated by Cosmo’s editors. They can then purchase these products directly from the page, thereby linking AR with e-commerce.


SPH Magazines introduces Moomoko


Recently we launched Moomoko, the first AR character created by a local magazine. Moomoko personifies Nuyou’s (fashion & beauty magazine for bilingual career women) personality – a beauty junkie and well-travelled fashionista with an adventurous streak.


Here are some of our favourite local stars’ reaction to Moomoko!



Brands will be able to leverage Moomoko in their content and advertising campaigns with us. Simply write in to for a discussion!

*As reported in The Drum, “Three things marketers should know about adopting augmented reality”

SPH Magazines Blog

Welcome to our blog. Through this new channel, we hope to connect better with you, and provide you with the latest happenings at SPH Magazines, such as our new titles, new sections in our magazines, events you can participate in and best of all, attractive promotions. We hope that you will find the postings here informative and fun. We would also like to hear from as many of you as possible. So leave us a note and let's connect now!
>>Read more about SPH Magazines

Key Events



Featured Videos

Back to Top


Are You An Advertiser? Contact Us For A Customised Proposal!