Here is a novel and interesting use of restaurant Augmented Reality in Singapore, as seen in Swensen’s Singapore during a seasonal F&B marketing campaign during Chinese New Year in 2018.
During this campaign, consumers were able to use ePrism, an Augmented Reality app from an Augmented Reality development company in Singapore, to scan a static marker (in this case, a table sticker) and view a 3D “ God of Fortune” animation via the app. Augmented Reality is considered to be a form of mixed reality that can be used to enhance dining experiences as part of an F&B marketing campaign.
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The objective of employing restaurant Augmented Reality for this F&B marketing campaign, was to facilitate a tabletop photo opportunity for the consumers to take a picture beside the 3D “God of Fortune” animation, via the augmented reality app’s in-built camera which syncs up with your phone’s photo folder. This photo opportunity was part of their campaign to promote their Chinese New Year “Lou Hei” menu item. This is a subtle and localised way of using Augmented Reality in Singapore.
The scale of the 3D augmented reality animation is scalable based on the size of the static marker (in this case, a table sticker). The larger the marker, the larger the animation can be. However, in the case of restaurant Augmented Reality, the size is usually kept small due to general space constraints in the restaurant. For this particular campaign, the 3D augmented reality animation is only about 8-10 cm in size.
When deciding whether or not to apply restaurant Augmented Reality into your F&B marketing campaign, it is important to consider the cost.
Typically, the total augmented reality cost in Singapore will come from the app development, the content development (3D or video), as well as the acquisition of app users who will download your app to view the content.
This is typically quite a large cost and can cost upwards of $20,000 just for the augmented reality app development. Additionally, there are also additional costs needed to produce 3D animation or videos to be used. Lastly, one has to consider that even after production, you would have to accumulate a sizeable amount of your own app users for the intended marketing impact to be noticeable.
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If you are representing a large corporation which has significant augmented reality plans for the long-term, then investing in your own AR app development would seem reasonable.
However, if you are a smaller company, or are keen to try out restaurant augmented reality on a more ad-hoc basis, or on a trial basis, then housing your AR content on a third-party app, such as ePrism, might be much more cost-effective.
Basically, the third-party app will have its own server, where you can upload your existing content, which removes the need for you to invest in our own AR app development.
Moreover, such a third-party app would already have a sizeable amount of downloads and users because there is a shared economy among other companies that have put their content on the app.
Send us a message below find out how you can leverage on such a platform for your own restaurant augmented reality marketing campaign or do it yourself in the augmented reality workshop that we designed for Temasek Polytechnic Skillsfuture Academy (price from: $37)
OCM was started in 2007, focusing first on coffee machines, then marketing for coffee and food and beverage companies. Check out this restaurant marketing guide to learn more about the many campaigns and companies we have worked with.
OCM has also created many marketing workshops and classes for the F&B industry. Many of the modules are running in the Singapore Skillsfuture Classes in tertiary institutions such as Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes.
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