How do KFC, McDonald's and Pizza Hut play VR/AR?
From the West to China, there are not only Christmas, but also fried food such as fried chicken, burgers, and cola. On Christmas Day, we took everyone to the details of the Western fast food in the food and VR / AR marketing. For a long time, foreign fast food has appeared in our lives in a relaxed, convenient and fashionable image. Easy and convenient is not worth mentioning in the fast food industry, but the word “single fashion†has become the key point for the gap between foreign fast food and domestic local catering enterprises. Perhaps it is related to a more inclusive and open culture abroad, and the fashion of foreign fast foods can always be hand in hand with the latest scientific and technological achievements in the world. For example, the VR/AR industry, which has been hot in the past two years, has become a new means of promotion and marketing before it is popularized in the consumer market. Although many products are still in the water test stage, it is not difficult to see the enthusiasm of foreign fast food for VR/AR marketing. Below, let us take a look at how foreign fast food uses VR/AR technology to bring the distance between consumers and consumers. If it can provide a hint of marketing inspiration for domestic catering companies, it is a great honor. KFC: face recognition + AR emoticon game, tease than photos to share Recently, KFC and Baidu jointly launched the face recognition order scene KFC original+, the highest technology content, this new cooperation called "smart restaurant" can extract the customer's facial expression, guess their age, gender and even personality And identify the orders that these customers may place. In addition, consumers can first come to the AR expression interactive experience area to set up a "mood appetizing exercise": just choose the favorite KFC grandfather or Baidu bear expression pack, AR technology will match the facial features according to facial features. Such as the bear's nose and the cat's ears. The most important thing is to generate photos after the mood, consumers can scan the QR code to collect photos to the phone and share with friends. This kind of small details of joining social sharing seems to be able to spread online. McDonald's: 360-degree virtual reality video service to satisfy your voyeurism Unlike the old rival KFC's AR marketing route, McDonald's chose VR. After taking the VR device, the user can watch the McDonald's scene from other regions through a 360-degree panoramic video. In the video scene, the user can walk into a McDonald's restaurant, where people come and go, the user will be directed to the electronic ordering machine to order, and the followers will walk to your seat after the meal. Look at the food you ordered. This video shows McDonald's new high-tech "Just For You" intelligent restaurant. However, compared to open AR photography, VR video can satisfy consumers' more voyeurism. For example, consumers can not only try to order, but also find the target you want to see in the whole restaurant, such as a blonde long-legged girl, who may be sitting near the window. Pizza Hut: AR Book Sharing Session, only send and not sell real marketing Compared to the above two food and beverage giants, Pizza Hut is the main player for children. Anyone who purchases the "Dinosaur Resurrection" children's package will be able to get one of the "Science Run Out Series" AR augmented reality science books for free. Users can shoot the contents of the book through the mobile phone and see the dinosaurs breaking out to the Ssangyong. The scene of hegemony. In addition, Jurassic World also opened a two-player mode to increase parent-child interaction. Different from the above two, the AR books brought by Pizza Hut are really able to get the hand. After leaving the store, consumers can still view the contents of AR books. Moreover, the content of AR books has its own scientific value, which is a conscience for children. At the same time, Pizza Hut's AR books are only for sale. If you want to see the next one, I am afraid that the only way is to buy a "Dinosaur Resurrection" children's package. Burger King: Buy a children's package to send AR games, parents pay? Similar to Pizza Hut, Burger King also hopes to sell his children's packages through AR technology. But unlike Pizza Hut, Burger King chose to use AR games to attract the attention of children. Consumers only need to buy a children's package in the store, you can download an AR elimination game for free. Players need to open the camera and move the phone to eliminate the monsters in the game screen, and the difficulty will increase accordingly. Compared to AR books, games are often more difficult for children to hold themselves. I don't know if this game is going to be particularly fun. After all, it is the parents who buy the package. The game is too fun to make the child too addicted. Maybe the next time the parents are no longer willing to pay for this package. But if the game is not fun, it may not attract children, the dilemma. to sum up: Counting the AR/VR marketing of several foreign fast foods, although each has its own advantages and disadvantages, it really makes consumers shine, not only feels the novelty of VR/AR, but also makes AR/VR black technology serve the public. Consumers have narrowed the gap between consumers and VR/AR. According to IDC, 30% of Forbes Global Business 2000 companies will try advertising and marketing in the form of AR and VR, and by 2020, more than one billion people around the world will get used to AR and VR related products. In other words, VR marketing will become a trend, and this trend has gradually entered our lives. As a food and beverage consumer, what you want to taste is not just the food itself, but the fun that food can bring. Just like the sea fishing, if you can make the meal into a culture, the guests will naturally endless. And with VR/AR, it is possible to make ordering and dining more convenient and more fashionable, which naturally retains the hearts of consumers. Finally, I hope to see the performance of domestic brands in VR/AR marketing, and look forward to it.
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