5 Inspiring Augmented Reality Marketing Campaigns (and What They Teach Us)

Nothing illustrates the power of AR in marketing better than real-world success stories. Here we explore five innovative AR-driven campaigns by well-known brands. Each example showcases a different way augmented reality can engage audiences – and offers takeaways for marketers looking to do the same.

1. Coca-Cola’s Interactive AR Billboards – Turning Sampling into a Game

When Coca-Cola wanted to promote its Coke Zero Sugar in the UK, it didn’t settle for ordinary billboards. In late 2023 they launched #TakeATasteNow, a large-scale AR-enhanced digital out-of-home campaign. In 13 high-traffic locations, Coca-Cola set up digital screens that came alive with AR visuals.

Passersby could scan a QR code on the billboard to unlock an interactive experience on their phones – in real time, they could actually change what was happening on the big screen! As they played with the AR visuals, users were rewarded with a digital bottle of Coke Zero appearing on their phone, along with a voucher for a free real bottle redeemable at a nearby Tesco store. This was a world-first for a DOOH campaign: billboard ads that not only responded to individuals but also dispensed product samples via AR.

Why it worked: Coca-Cola transformed a traditional advertising channel into an interactive experience. This drove massive engagement – people weren’t just walking past an ad, they were stopping to play with it. The novelty of controlling a giant screen via your phone created buzz and social sharing. Importantly, Coke tied the fun to a tangible reward (a free drink), blending digital engagement with physical trial.

2. Christian Dior’s Virtual Try-On Ads – "Try Before You Buy" Beauty

Global beauty brand Dior leveraged AR to solve a classic marketing challenge: letting customers try a product virtually. In 2023, Dior ran an AR-powered ad campaign for its Addict Lipstick across the Middle East during Eid, a peak season for cosmetics. Using Google’s ad network and YouTube, Dior’s video ads had a special twist – they included an AR Beauty Try-On panel.

While watching the ad, users could tap to activate their selfie camera and virtually try on different lipstick shades in real time, seeing the colors on their own lips via AR. A "Shop Now" CTA was built in, so when a user found a shade they loved, they could jump straight to Dior’s website to purchase.

The results were striking: over just 3 weeks, the campaign reached 4+ million people, and 41% of consumers interacted with the AR try-on panel. In total, people tried on lipstick shades over 400,000 times.

3. Burger King’s "Burn That Ad" – Gamified Competition with a Twist

How do you get people to download and use your app and jab at a top competitor? Burger King answered that with a fiery AR stunt. In Brazil, Burger King’s app introduced an AR feature called "Burn That Ad." Users could point their smartphone camera (via the BK app) at any McDonald’s ad – whether a billboard, flyer, or even a coupon – and watch it burst into virtual flames on their screen.

As the competitor’s ad "burned" in AR, it revealed a hidden prize: a free Whopper coupon as the charred remnants. The campaign generated huge buzz worldwide. Importantly, the redemption was built into the app, so Burger King also drove a spike in app downloads and usage.

Why it worked: "Burn That Ad" shows the power of gamification in AR marketing. It tapped into consumers’ innate love for free rewards and playful competition. By framing it as us vs. them, BK created a share-worthy experience that aligned perfectly with their fun, rebellious brand voice.

4. Circle K & Pokémon Go – Rewarding Players with AR Promotions

Leveraging an existing AR game phenomenon can be a brilliant strategy. Circle K partnered with Niantic’s popular AR mobile game Pokémon Go to drive foot traffic. Niantic introduced Rewarded AR ads – mini AR experiences players can opt into for in-game rewards.

As players walked around in-game, a Circle K icon would appear. Tapping it launched a quick AR encounter where the player interacted with a 3D Circle K coffee cup in their real environment. Upon doing so, they earned in-game items and saw a call-to-action inviting them to try a real coffee at the nearest store.

This campaign was remarkably effective: 76% of players who saw the ad engaged with the AR experience, and 95% of those completed it fully. In essence, Circle K turned digital Pokémon hunters into coffee customers through AR.

5. Maybelline’s Giant AR Mirror – Merging Real-World Spectacle with AR

Cosmetics brand Maybelline New York pulled off a head-turning AR stunt by unveiling the world’s largest AR "mirror" in Kyiv, Ukraine. They transformed the entire 4,000 m² facade of a shopping mall into a massive digital screen that acted as an AR mirror.

On the ground, Maybelline set up an interactive kiosk. When visitors stood in front of it, the camera applied a virtual makeup filter to their face and displayed that AR image of them towering on the building’s facade in real time! Shoppers could literally see a giant version of themselves on the side of a building, wearing an AR makeup look.

Why it worked: Maybelline’s AR mirror is an example of creating an immersive brand experience that blurs the line between ad and attraction. It wasn’t selling mascara outright; it was letting people have a memorable moment with the brand.