Marketing and User Engagement Strategy

Research on AR Marketing Strategies

Before developing the marketing designs for Wander Wheels, I extensively researched how other brands have effectively integrated Augmented Reality (AR) into their marketing strategies. This exploration provided valuable insights into innovative approaches, best practices, and ways to engage consumers through immersive AR experiences.

The most notable examples that influenced my approach include:

IKEA Place – One of the most well-known applications of AR in marketing, IKEA Place allows customers to visualise furniture in their own space before purchasing. The app enhances customer confidence by providing accurate size and scale representations, making the buying process more interactive and reliable. Inspired by this example, I aim to ensure that the AR experience for Wander Wheels offers a realistic and accurate view of camper van models within real-world environments.

Pepsi Max’s AR Bus Stop Campaign – Pepsi Max transformed a London bus stop into an interactive AR experience where waiting passengers could see futuristic animations on the glass. This campaign showcased the potential of integrating AR into physical marketing materials, prompting me to consider how AR elements could be incorporated into brochures and billboards for Wander Wheels.

BMW i Visualizer – BMW developed an interactive AR experience that lets customers explore and customise their car models in 3D, viewing various paint colors, interiors, and features in real time. This seamless integration of AR and digital customisation provides a strong precedent for Wander Wheels’ interactive 3D van models, allowing customers to modify layouts, interiors, and colors through the AR interface.

Burger King’s “Burn That Ad” Campaign – In this campaign, users could point their phone camera at a competitor’s advertisement, which would appear to burn away in AR, revealing a Burger King discount coupon underneath. This gamified approach captured users’ attention in a fun, interactive, and memorable way. It made me consider including interactive elements in the Wander Wheels’ AR experience, such as promotional rewards for users who engage with the AR tour.

Marketing Strategy for Wander Wheels

Developing a comprehensive marketing strategy is essential for any brand aiming to establish a strong market presence, engage effectively with its target audience, and maintain consistent brand messaging. A well-defined strategy acts as a roadmap, guiding marketing efforts in alignment with business objectives while fostering meaningful connections with customers. By adopting a straightforward approach, brands can enhance visibility, set themselves apart from competitors, and achieve long-term success.

I have created a marketing strategy for Wander Wheels that clearly communicates the brand’s unique selling proposition (USP) and ensures that marketing initiatives are tailored to meet the expectations of adventure-seeking consumers. By leveraging Augmented Reality (AR), interactive 3D modeling, and a blend of digital and traditional marketing tactics, this strategy aims to position Wander Wheels as an industry innovator while effectively connecting with its core audience.

Marketing Strategy PDF

Designs for Wander Wheels Marketing

With a clear marketing strategy in mind, I focused on creating engaging advertising materials for Wander Wheels. To effectively promote the brand and its Augmented Reality (AR) experience, I developed designs for three key platforms: a bus stop advertisement, a digital brochure, and a billboard.

Maintaining consistency across all designs was a top priority. I ensured that Wander Wheels had a strong and recognizable visual identity by integrating the brand’s color palette, typography, and logo. This approach reinforced brand cohesion and created a seamless experience across different marketing channels. While each design was tailored to fit its specific format, the core elements remained unified to enhance brand recall.

The bus stop advertisement was designed to capture the attention of commuters, featuring a bold call to action and a QR code that directed users to the AR camper van experience. The brochure provided a detailed look at Wander Wheels’ unique features and customization options. Meanwhile, the billboard was designed for maximum visibility, showcasing a visually compelling image that encouraged potential customers to explore the brand further.

By ensuring all marketing materials align with Wander Wheels’ branding and AR-driven approach, these designs serve as a cohesive extension of the brand’s identity, reinforcing its position as an innovative leader in the camper van market.

Billboard

Figure 1: This is a high-visibility advertisement featuring a bold tagline, an eye-catching camper van interior image, and a clear call to action. The design emphasizes Wander Wheels' unique AR experience, encouraging passersby to instantly scan the QR code and explore their custom van.

Bus stop banner

Figure 2: The bus stop ad features distorted typography, a sleek and modern layout, Wander Wheels branding, a strong call to action, and an interactive QR code that lets users preview a camper van while they wait.

Brochure

Figure 3: A compact yet informative print design showcasing Wander Wheels' customization options, AR features, and step-by-step personalization process. The brochure includes a QR code that allows users to explore their dream camper van in Augmented Reality.

In addition to the brochure, billboard, and bus stop banner, I created a viral Y2K-style 3D keychain in Blender as a fun and engaging promotional item for Wander Wheels. This keychain embodies the brand’s adventurous and tech-forward identity, making it an ideal addition to social media marketing campaigns.

Designed with the brand colours, glossy finishes, and viral Y2K aesthetics, the keychain will be showcased through animated posts and interactive content on Instagram, TikTok, and other digital platforms. This approach enhances brand visibility and encourages audience engagement, as users can share, comment, and interact with the design.

By integrating trendy digital assets alongside traditional marketing materials, Wander Wheels is crafting a versatile and dynamic promotional strategy. This strategy is designed to resonate with and appeal to both modern travellers, who seek adventure and innovation, and digital-savvy consumers, who appreciate trendy designs and engaging content.

Figure 4: The Y2K-style Wander Wheels keychain creation process in Blender, showcasing the modelling phase and application of textures and materials to achieve a glossy, retro aesthetic.
Figure 5: The final rendered 3D model, demonstrating the completed design with lighting, reflections, and vibrant colour application.

Design Application Overview

Visualizing how the design concepts will appear across various advertising platforms is essential to grasp their overall effectiveness. Below, I’ve showcased the designs tailored for specific advertisement formats using relevant mock-up templates. This approach provides a clearer understanding of how our designs will manifest in real-world environments.

Billboard

Figure 6: This image illustrates the design in a typical outdoor billboard setting, highlighting its visibility and potential impact on a large audience.

Bus stop banner

Figure 7: The design has been adapted to fit a bus stop display, demonstrating how it can capture the attention of commuters and pedestrians alike.

Brochure

Figure 8: This image represents the design as it would appear in a printed brochure, showcasing its details and appeal more intimately.

Video Promotion

I created a short promotional video featuring the animated keychain model, which has been uploaded to YouTube as part of the Wander Wheels marketing campaign. This video showcases the brand’s aesthetic, attention to detail, and modern approach to promotional materials.

Designed to capture attention on social media platforms and digital marketing channels, the video incorporates dynamic animations and engaging visuals. It will be shared across Instagram, TikTok, and YouTube Shorts to ensure maximum reach and engagement with digital-savvy audiences.

Time management reflection

I finished the marketing section of the project ahead of schedule, which provided me with additional time for refinements and final adjustments. My experience with design software facilitated a smooth and efficient workflow, allowing me to execute the designs with confidence. Completing the work early also afforded me the opportunity to review the materials thoroughly, ensuring consistency and alignment with the Wander Wheels brand identity.

Figure 9: A close-up of the completed tasks on Trello, demonstrating the progress tracking and organization that contributed to meeting deadlines successfully.

Reference List:

 

Research

Digital, D. (2024). Personalizing growth. Available at: https://www.deloittedigital.com/us/en/insights/research/personalizing-growth.html [Accessed 10 Mar. 2025].

Digital, D. (2024). The keys to a successful customer experience personalization strategy. Available at: https://www.deloittedigital.com/us/en/insights/research/customer-experience-personalization-strategy.html [Accessed 10 Mar. 2025].

Hoskin, O. (2022). Design by the Decades: Get inspired by Y2K graphic design trends. Dribble. Available at: https://dribbble.com/stories/2022/06/02/y2k-design-trends [Accessed 15 Mar. 2025].

Matovsky, R. (2024). Y2K: the return of 2000s design style. Available at: https://matovsky.com/y2k-the-return-of-2000s-design-style.html [Accessed 15 Mar. 2025].

Medley, D. (2024). Why Consistency in Graphic Design is Necessary for Branding. Available at: https://www.diamond-group.co/blog/why-consistency-in-graphic-design-is-necessary-for-branding [Accessed 11 Mar. 2025].‌

Team, T.I. (2024). Marketing Strategy: What It Is, How It Works, and How to Create One. Available at: https://www.investopedia.com/terms/m/marketing-strategy.asp [Accessed 10 Mar. 2025].

vrowl (n.d.). The 20 Best WebAR examples to inspire brands. Available at: https://www.vrowl.io/the-20-best-webar-examples-to-inspire-brands/ [Accessed 12 Mar. 2025].

 

Images used

And A Van, T.D. (2019). Two Dogs And A Van. Available at: https://www.instagram.com/p/B6a_z_eBA-o/ [Accessed 18 Mar. 2025].

Company, N.S. (n.d.). Black Mercedes Sprinter. Available at: https://nomadicsupply.com/black-rhino-overland-wheels-for-mercedes-benz-sprinter-vans/ [Accessed 18 Mar. 2025].

Freepik. (2015). Billboard mockup for bus stop | AI-generated PSD. [online] Available at: https://www.freepik.com/free-psd/billboard-mockup-bus-stop_793031.htm#fromView=search&page=1&position=0&uuid=127c8ca8-173d-4d36-a7ce-ef7d1c15b903&query=Bus+Stop+Mockup [Accessed 26 Mar. 2025].

MockupNest | Download Exclusive Free Mockups. (2025). A5 Bi-Fold Brochure Mock-Up – Free. [online] Available at: https://mockupnest.com/a5-bi-fold-brochure-mock-free/ [Accessed 26 Mar. 2025].

Spot, O.G. (n.d.). Luxury Full Shower in Beautiful Conversion. Available at: https://offgridspot.com/van-conversion-shower-ideas/ [Accessed 18 Mar. 2025].