AR Advertising for Alcohol Brands: A New Era on Social Networks
The arrival of augmented reality (AR) in the world of AR advertising on Meta platforms, notably Facebook and Instagram, has opened new doors for alcohol brands. Long limited in their ability to use Instagram and Facebook filters, these brands can now specifically target consumers of legal drinking age, eliminating the risk of interacting with minors. In Meta Spark policy wrote: "Content must not promote alcohol, unless the content is used in an ad effect. Note that ad effects must also follow the Meta Advertising Standards, such as the alcohol advertising policy".
Innovative Opportunities for Alcohol Brands with AR Advertising
This technological development offers alcohol brands new and diversified advertising opportunities:
Brand collaborations : Alcohol brands can now team up with various sectors such as fashion or technology to launch products in spectacular fashion using Instagram and Facebook filters, increasing their visibility and potentially directing consumers directly to their points of sale.
Holiday campaigns : Establishments such as restaurants and supermarkets can promote their seasonal special offers, including those involving alcohol, without fear of having to withdraw these references at the last minute.
Advertising for Sponsored Events : A common question since the start of AR on Facebook in 2018 has been whether non-alcohol brands can publish an AR effect that, while not promoting alcohol, features the logo of a sponsoring alcohol brand. Brands can now create AR ads for events sponsored by alcohol brands, paving the way for greater creative freedom for major events, whether sporting, cultural or artistic.
Promotion of non-alcoholic products: Previous restrictions preventing alcohol-related brands from promoting non-alcoholic products via AR have been lifted. This includes a variety of products, from non-alcoholic drinks to kitchen accessories. With the rise in popularity of non-alcoholic drinks, all brands can now employ AR ads for promotion.
The Immense Potential of Alcohol Brands and AR Advertising
The use of AR advertising by alcohol brands opens up an almost limitless field of possibilities:
- Creating captivating AR games to actively engage consumers and strengthen their bond with the brand.
- Innovative staging of products to stimulate awareness and interest.
- Design of quizzes and interactive activities to encourage participation and sharing on social networks.
- Development of immersive, interactive stories to capture users' attention and encourage viral distribution.
- Creation of practical AR tools, such as tutorials for preparing cocktails or understanding wine labels.
In summary, the integration of AR advertising for alcohol brands on Meta platforms represents a major turning point in the field of digital advertising. This innovation offers brands a more dynamic and interactive way of connecting with their audience, while complying with legal standards. It's a significant advance that promises to redefine the interaction between alcohol brands and their consumers.