XR Can Yield Extraordinary Results

XR Can Yield Extraordinary Results

XR Can Yield Extraordinary Results

By Todd Hedberg

Extended reality (XR) experiences first hit the mainstream as an innovation of video game technology. Now marketers are leveraging XR’s potential—including augmented reality (AR) and virtual reality (VR)—to increase consumer engagement with their brands. Immersive XR campaigns help bring brand experiences close to real life experiences from practically anywhere. Plus, with virtual conferencing like Zoom and Teams now commonplace for social and work interactions, consumer expectations have taken a sharp digital turn. No wonder brands are beginning to create XR experiences that appeal to consumers’ practical, adventurous, and even artistic sides.

Extended reality encompasses various technology capabilities, including:

  • Augmented reality (AR): technology that superimposes a computer-generated image on a user’s view of the real world for a composite view
  • Virtual reality (VR): a computer-generated simulation of a three-dimensional image or environment that a user interacts with in seemingly real or physical ways using special equipment, such as a helmet with a screen inside or gloves fitted with sensors
  • Mixed reality (MR): a combination of AR and VR elements to create a blended view of digital objects and the real world

Each technology creates an immersive experience. While none are brand new, all have undergone accelerated, and noteworthy, applications into digital campaigns during the pandemic. Here we examine successful marketing uses of XR and offer recommendations for how this emerging strategy can be best utilized by brands.


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By | April 27, 2022