Top AR campaigns marketers should learn from in 2025

BrandWagon Online takes a look at some standout AR ad campaigns that marketers must take notes of in 2025. The list below is based on observation and industry trends, without any specific sequencing:

Coca-Cola’s #TakeATasteNow campaign

In late 2023, Coca-Cola partnered with Tesco Group to launch the #TakeATasteNow campaign, blending digital out-of-home (DOOH) advertising with augmented reality (AR) to deliver a cutting-edge consumer experience. Spanning 13 prominent UK locations, including London, Manchester, Cardiff, and Glasgow, the campaign ran from 25th September to 15th October. Shoppers could use their smartphones to interact with dynamic AR visuals on large screens and scan QR codes to unlock digital Coke Zero bottles, with redeemable vouchers for free drinks at Tesco stores. By merging product sampling with real-time interactivity, Coca-Cola elevated brand engagement while increasing the trial for Coke Zero. The campaign gained further traction through Instagram influencers, who shared creative videos featuring a playful ‘security can’ that humorously highlighted the irresistible nature of Coke Zero.

Christian Dior’s Eid AR campaign

Christian Dior Parfums leveraged augmented reality (AR) during Eid 2023 to promote its Dior Addict Lipstick, tapping into the surge in beauty-related searches during the festive season. Partnering with Google and Spark Foundry, the brand incorporated AR into Video Action Campaigns on YouTube and Google’s partner sites, enabling users to virtually ‘try on’ lipstick shades using their smartphone cameras in selfie mode. The shoppable ads showcased shades of diverse skin tones and directed users to the Dior website for easy purchases. Running across Saudi Arabia, the UAE, Kuwait, and Qatar, the campaign reached over 4 million people in 21 days, with 41% engaging with the Beauty Try-On panel and over 400,000 virtual try-ons recorded. Christian Dior hailed the campaign as a success and plans to explore more interactive marketing technologies.

Pizza Hut’s AR campaign

Pizza Hut partnered with creative studio Tool, ad agency GSD&M, and WebAR platform 8th Wall to revive the classic 80s arcade game PAC-MAN in a groundbreaking augmented reality (AR) campaign. Customers received a special pizza box that, when scanned with a smartphone camera, transformed into an interactive PAC-MAN game through the phone’s web browser—no app needed. The campaign was amplified by a Superbowl ad and became an instant hit, generating 741 million impressions, selling 10.6 million PAC-MAN pizza boxes, and earning mainstream media coverage from outlets like Hypebeast, designboom, and Food & Wine. Combining nostalgia with cutting-edge AR, Pizza Hut crafted a recipe for viral marketing success.

Red Bull’s AR campaign 

Known for pushing the boundaries of extreme sports, Red Bull partnered with AR agency Rock Paper Reality to give fans a closer look at their World Series Cliff Diving events. Using the 8th Wall platform, they launched an innovative WebAR campaign that let users experience the thrill of a 70ft dive from their smartphones. By scanning a QR code, fans could witness the breathtaking scale of the event in augmented reality, making it accessible to anyone, anywhere, without needing to attend in person. 

Burger King Brazil’s AR campaign 

In a brilliant and cheeky move, Burger King Brazil’s AR campaign, developed by creative agency David São Paulo, offered users a free Whopper for setting McDonald’s ads on fire—digitally, of course. Faced with a media spend disparity where McDonald’s outspent BK  four times, the campaign sought to boost Burger King’s in-app purchases and capitalise on their rival’s advertising. The team at David agency collected McDonald’s ads across all platforms, including billboards and social media, creating a dynamic database that triggered an AR experience when users filmed any McDonald’s ad. The AR experience set the ad on fire, revealing a free Whopper coupon and redirecting users to the BK app. A masterstroke in both leveraging the competition and driving app engagement, this campaign was a perfect example of Burger King’s bold and clever marketing approach.

Maybelline AR mirror

Maybelline New York stunned shoppers in Kyiv, Ukraine with the world’s largest AR mirror, spanning an impressive 43,000 square feet on the side of Gulliver Mall. In collaboration with Ffface.me, the innovative AR mirror allowed visitors to interact with a kiosk below the screen to virtually try on Maybelline’s Falsies Surreal mascara, appearing on the massive display above. The one-day campaign generated incredible buzz, earning 3 million organic views and mentions. Following its success, Maybelline returned in February 2024 with a Valentine’s Day-themed experience, where visitors could send real-time love messages displayed on the AR mirror. 

Toyota’s AR experience

To celebrate the launch of Toyota Crown, Toyota partnered with Yahoo Advertising to create an immersive augmented reality (AR) experience that allowed consumers to virtually explore the vehicle. Using their smartphones, users could visualise the Toyota Crown in their own surroundings, whether it was in their driveway or garage, and even take a 360-degree walk around the car. The experience also included the option to ‘sit’ in the driver’s seat and go for a virtual test drive, offering insights into the car’s features and the ability to choose different colours. The campaign leveraged DOOH ads with QR codes, banner displays, and connected TV (CTV) advertising to engage a wide audience, while collecting valuable data on consumer preferences for colours and features. This innovative AR campaign reflects the growing trend of automotive brands using virtual experiences to connect with potential buyers, a practice accelerated by the pandemic and now evolving into a permanent feature of the industry.

Garnier’s Futuristic Instagram AR Filter

Garnier launched an Instagram AR filter to promote the new Vitamin C Glow Boost Night Serum in the Nordic region. The filter transported users to the ‘Vitaverse,’ a virtual spa with floating orbs and calming music, where they could interact with the serum’s bottle and switch between day and night modes to represent the two serum variants. Targeting Denmark, Finland, Sweden, and Norway, the campaign featured local influencers to highlight the product’s benefits. 

Netflix’s immersive AR anime experience

Netflix tapped into the booming popularity of anime with an immersive AR experience, bringing anime themes to life through stunning portals. In collaboration with Powster, Hello Tello, and powered by 8th Wall’s image tracking, Netflix’s Creative Labs designed unique AR experiences triggered by QR codes on out-of-home (OOH) and social media ads worldwide. The experience transported users to various anime worlds, accompanied by microsites featuring exclusive immersive adventures. Fans could explore captivating anime themes and visit the dedicated microsite for a deeper dive into the immersive journey.

H&M’s virtual clothing line

H&M launched its first-ever virtual clothing line, marking a bold step into the world of digital fashion. For the same, the brand hosted a creative competition, inviting participants to name the exclusive virtual garments. These digital pieces, which were not physically made or sold, became coveted prizes for the winners. Those lucky enough to win could submit their photos, which were then transformed by 3D graphic designers into animated images of them “wearing” the virtual garments, perfect for sharing on social media. H&M’s venture into digital fashion, powered by advanced 3D and animation design software, taps into the emerging trend of virtual fashion, allowing users to showcase their style in the digital world through avatars, AR experiences, and digitally edited images.

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