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The Future of Immersive Branding Is Here
Brands have long sought memorable ways to capture consumer attention, imagination, and loyalty through innovative campaigns spanning print, radio, and digital media over the decades. As emerging extended reality (XR) technologies like augmented reality (AR) and mixed reality (MR) go mainstream, they open new dimensions for brands to connect with increasingly tech-savvy audiences.
The crucial advantages of XR-powered branding include its immersive visual storytelling, versatility across platforms, and data-rich customer engagement potential. Rather than passive viewership, these mediums allow active participation by digitally placing customers into branded virtual worlds and interactions customised to their interests and behaviour.
Leading apps are already exploring these new frontiers of Phygital Advertising with early forays into branded face filters on Snapchat to virtual clothing try-ons in Instagram. Tech analyst Digi-Capital predicts XR ad spend will rapidly grow from $2 billion this year to $23 billion by 2025 as hands-free headsets and smart glasses gain widespread consumer adoption.
Here are a few real world examples of brands using augmented reality (AR) and mixed reality (MR) for innovative campaigns and experiences:
IKEA — IKEA Place app lets customers visually place true to scale 3D models of IKEA products in their living space using AR to see how the furniture looks, fits and matches before buying.
Nike — Nike Fit allows uses AR and your phone camera to scan your feet and provide accurate shoe size recommendations tailored to your fit preferences. The app is paired with in-store Nike Fit stations.
