A mobile augmented reality game design approach for on product advertising

PubDate: November 2015

Teams: Universiti Teknologi

Writers: Nur Intan Adhani M. Nazri；Dayang Rohaya Awang Rambli；Azfar Tomi

PDF: A mobile augmented reality game design approach for on product advertising

Abstract

Despite AR’s growing adaptation in marketing, very few studies have been found to evaluate its effectiveness in getting user acceptance. This paper presents the design and evaluation of a mobile Augmented Reality (AR) advertising application as a marketing strategy. A survey study had been carried out in order to investigate the potential of mobile AR games based application in marketing aspects. The application itself was assessed for the ease of use in playing with the games and user acceptance on the implementation of AR technology. Results showed that using AR application can encourage customers to visit the company’s website. It also showed that the games are easy to play and able to encourage customers to buy the product again, in this case chocolate bar in order to get different types of games. This initial study showed that AR based applications could promote the sales performance of the product.