What is it?
This is an opportunity for brands to communicate their personality, values and purpose by shifting from story-telling to story-living. Highly immersive experiences can capture and deepen the connection with new and existing audiences, by increasing their involvement with the brand like never before.
How can it be used?
The opportunity for brands to engage more meaningfully with audiences through XR has a wide scope, they can present unique experiences to their audiences at home, in a brand environment or through standalone experiences (think transportation hubs, events and pop-ups). It can be used to invoke feelings of nostalgia, fun, anticipation and curiosity to gain a bond and increase brand loyalty.
The content can include audiovisuals, aromas, narratives and tactility like The Macallan presented with its virtual journey through its state-of-the-art distillery development. Brand engagement can entertain and enthuse the consumer through AR-powered games, immersive origin stories and exclusive access to brand worlds like Charlotte Tilbury’s virtual store which closely mimics the physical experience.
Who is using it?
The benefits of deeper engagement can be felt from brands with a fun and playful personality to purpose-driven organisations and commercial entities.
Brand engagement using XR content and experiences drives customer acquisition and retention and further deepens their connection to the brand.
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