AR, VR, the Metaverse; twenty years ago, these terms would have sounded like science fiction. But in today’s digital landscape, immersive technologies are giving marketers new tools to connect with their customers. They are quickly shifting from niche applications to mainstream tools. With the potential to blur the lines between the physical and digital worlds, AR, VR, and the metaverse offer customers fully interactive and personalized experiences which can create meaningful, engaging opportunities for brands to drive loyalty and increase satisfaction.
Before we get into the details of how these technologies are reshaping marketing, let’s examine the differences between AR and VR. Then Tangelo Media will dive into some specific examples how marketers are using these tools to revolutionize customer engagement.
1. Augmented Reality (AR): Enhancing the Real World
“ [AR] is the direction that I think is far more interesting and promising — for technology and, really, for humanity. AR is designed to add, enhance the things you do as a human being: Being outside, socializing with other people, shopping, playing, having fun. AR can make all those things better.” — John Hanke
AR superimposes digital elements—such as images, animations, or information—over the real world, offering users a seamless blend of physical and virtual experiences. This technology is taking off in the retail, beauty, and fashion industries, where it allows consumers to try products virtually before purchasing.
Examples of how AR is reshaping marketing:
Product Try-Ons: Beauty brands like Sephora and L’Oréal have adopted AR tools that enable customers to virtually try on makeup, eliminating the need for physical samples while enhancing convenience. Similarly, fashion brands allow customers to see how clothing or accessories will look on them using AR filters.
Interactive Advertising: AR-enabled ads are gaining popularity, with users able to engage with products directly from their smartphones. For instance, customers can visualize how furniture will look in their home before buying.
Gamified Experiences: AR gamification is being leveraged to drive engagement, as seen in campaigns like Nike's AR scavenger hunts which was built around a geofenced microsite dubbed ‘Basecamp’. The experience asked visitors to scan QR codes positioned around the store and complete an ‘Adventure Checklist’. The locations of the QR codes pertained to product features and brand messages that were featured in different spots around the store. Once discovered, the QR codes would trigger AR wildlife and content on the visitor’s smartphone.
Another great example is Taco Bell’s AR-enabled Cinco de Mayo Snapchat lens. Taco Bell’s filter turned user’s faces into a giant taco shell to celebrate Cinco de Mayo, totaling more than 224 million views in one day.
2. Virtual Reality (VR): Creating Fully Immersive Experiences
Unlike AR, which enhances the real world, VR immerses users in a completely virtual environment. This technology is proving invaluable in industries where experience matters, such as travel, real estate, and entertainment.
How VR is transforming customer engagement:
Virtual Showrooms and Stores: Retailers like IKEA and Walmart are building virtual showrooms where customers can browse, interact with products, and even complete purchases, all within a fully immersive 3D environment.
Travel and Hospitality: The Marriott Bonvoy Boundless Card from Chase and Daybreaker, a company that produces morning dance events globally, teamed up to offer consumers unique digital getaways with #SaturdayStaycation, a virtual dance series themed around travel destinations.
Event Marketing and Entertainment: VR is enabling customers to attend concerts, festivals, and product launches virtually. For example, brands like Coke host fully immersive VR events and are also using it as an educational tool for their customers. The STEM Virtual Tour of World of Coca‑Cola enables the customer to fully immerse themselves in the history of the company and showcases STEM’s impact throughout beverage creation and distribution, the bottling process and the
the inner workings of the Taste It! sampling experience.
3. The Metaverse: The Future of Immersive Marketing
The metaverse—a collective virtual shared space, often described as the successor to the internet—represents a paradigm shift in how brands can engage consumers. It combines elements of AR, VR, blockchain, and digital assets to create immersive, persistent digital worlds where users can socialize, work, play, and shop.
How the metaverse is changing the game:
Virtual Stores and Social Shopping: Fashion brands such as Gucci have already entered the metaverse, creating virtual stores where users can try on outfits, purchase items, or engage in fashion shows. These digital worlds allow brands to monetize products and offer exclusive experiences.
Branded Virtual Spaces: Brands can build their own virtual worlds where customers can interact with products, attend events, or even participate in games. For example, Nike created “Nikeland” on the gaming platform Roblox, allowing users to play sports, dress their avatars in Nike gear, and engage with the brand in a playful, interactive way.
NFTs and Digital Assets: Although the hype about NFTs may have died down, there are still plenty of brands like Disney which are using it to sell digital collectibles such as Mickey Mouse and characters from the Marvel and Star Wars franchises. With time, NFTs can increase in value and become a tangible investment.
The Impact of Immersive Technologies on Experiential Marketing
Immersive technologies are reshaping experiential marketing by:
Enhancing Customer Engagement: AR, VR, and the metaverse allow brands to offer interactive, personalized experiences that captivate users and drive meaningful engagement.
Driving Innovation in Campaigns: Marketers can now craft cutting-edge campaigns that use these technologies to blur the boundaries between digital and physical experiences, creating memorable moments that resonate with consumers.
Improving ROI: Brands that leverage AR and VR report improved conversion rates, higher customer satisfaction, and reduced return rates, making immersive technology a valuable tool in driving sales.
Building Brand Loyalty: Immersive experiences foster emotional connections between brands and consumers, encouraging repeat business and fostering long-term loyalty.
Summary
As immersive technologies continue to evolve, brands that embrace AR, VR, and the metaverse will be well-positioned to create innovative, engaging experiences that resonate with today’s tech-savvy consumers. The impact can include enhancing customer engagement, driving campaign innovation, improving ROI and building brand loyalty. While not every brand may have the budget or the resources to dive in immediately, these are tools that marketers should understand as the future becomes more immersive.
Immers
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