The Point of Point-of-sale
Recently we wrote about adidas’ augmented reality campaign for their Originals product line. Augmented reality is fast becoming a ‘must-have’ for any brand designing an integrated campaign – especially those with a customer interface such as retail. Lego has recently launched an augmented reality point-of-sale system that blows traditional POS out of the water. We’ve coined the term ‘Brandticipation’ – which describes a sense of heightened anticipation created by a great brand experience or a brand’s reputation. If the role of point-of-sale is to engage the customer at the point of purchase and create brandticipation to positively influence their decision to buy, Lego’s new augmented reality POS must be one of the snappiest examples anywhere in the world.
Combining augmented reality technology on their packaging with an in-store display, when customers hold the Lego box-up to the display, it shows an animated 3D model of the completed set on top of the box. Talk about bringing the product to life – this POS literally allows the Lego to sell itself. The combination of interactivity and unexpected wonder are guaranteed to wow anyone under 10 (and some of us well above), pushing the ‘pester your parents ’til they buy it for you’ button that comes standard on all kids.
Two things stand out for me in the stacks of videos of these Lego boxes on the internet; the first is that they are all posted by customers – consumer’s who’ve been knocked-out by the in-store experience, and the second is the number of adults who are playing with the POS. For every over 10 who’s moved to snap a video on their phone and post it to YouTube, there must be hundreds of under tens whipped into a frenzy of Lego obsession.
Kudos to Lego – I consider that to be a remarkable point-of-sale experience.