January 4 2019

Mixed Reality meets Experiential Marketing: Our Thoughts

Thought Leadership, Mixed Reality, Marketing

Erika Zuniga // Junior Developer, Technology

The first ever Mixed Reality Marketing Summit in NYC was full of riveting content and discussion. Throughout the day, speakers from companies like Adobe, Intel, Snap Inc., Wayfair, and more talked about the usage of mixed reality, and it stressed that now is especially the time for experiential marketing. The technology is here – and brands need to catch up.

 

Mixed Reality and the Future

Consumers are demanding immersive experiences that bring together brands, storytelling and e-commerce, with technology like 360-degree video, augmented data, holograms, volumetrics, and interactive displays. Mixed reality allows for users to reimagine an experience they wouldn’t normally get to take part in.  For it to move the needle and help sell product, all of those elements have to make for an excellent user experience coupled with compelling content.

Not Limited to a Headset

It’s no longer limited to headsets. Now, augmented reality is achieved through the lens of a camera and adds to the current space you are in. More and more, all consumers need for a VR experience is their phone and an app.

Goals for Mixed Reality

It’s challenging for brands to directly monetize mixed reality experiences, which means many are focusing on Return on Engagement as the main objective.  For many marketers, it’s all about increasing brand and product awareness through the use of mixed reality content and various degrees of immersion.

Development Tools

Looking ahead, storytellers and creators are going to get more AR tools and support from major software developers and platforms which will lead to more content and creativity.  For example, Snap Inc. has Lens Studio for users to develop AR experiences on their platform. Alternatively, Adobe’s Project Aero will provide capabilities for Photoshop to create AR assets for other apps.  

 

Mixed Reality is the future of computing and the digital world is no longer confined to the screen. We’re keeping our eye on the latest in AR and how that integrates with experiential marketing to help brands drive forward and connect with consumers.


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