Mastercard seeks loyalty in augmented reality
The card brand is using augmented reality to provide its own “photorealistic” experience through a series of interactive portals.
TD Ameritrade and Fidelity deployed the technology to add detail to wealth management, while RBC uses AR to add content to gift cards.
Mastercard's rewards AR app prompts users to scan their card to start a session, then prompts consumers to use their phone to scan the area around them. In front of their surroundings, consumers see portals such as “experiences,” “everyday value,” or “peace of mind.”
The visuals on the phone's screen correspond to the portal — peace of mind is a spa, and everyday value is a home.. A set of golf clubs results in information about golf-related incentive marketing.
There are also partner brands, such as Lyft, Fandango and Postmates, though the brands are not involved in the design of the 360 degree virtual images. Fandango, for example, would appear as a film reel with movies, offers and benefits.
Mastercard plans to launch the AR rewards app for iPhones in the second quarter, with other platforms to follow.
"As AR takes off in lower risk areas, look for enabling payments…being able to not only receive a discount but being able to pay for the product or service at the same time.”
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