How AR/VR is helping brands craft memorable immersive experiences to drive engagement

AR (Augmented Reality) and VR (Virtual Reality) technologies are revolutionising the world of marketing and brand-building. By offering immersive experiences that drive engagement, advocacy, and memorable interactions, AR/VR is changing the whole brand scene. Through AR/VR initiatives, brands can transport users into virtual worlds where they interact with products, services, and fellow enthusiasts, fostering a sense of belonging and community.

Augmented Reality and Virtual Reality experiences fuel brand advocacy and new horizons for community engagement through brand interactions that are memorable and highly immersive. These technologies offer new media to the world either by providing digital augmentation (AR) or solely building a virtual environment (VR) to give brands deeper engagement with their audience.

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AR/VR & Brand Building: Unlocking a whole new dimension of interaction & engagement

How AR/VR initiatives are creating immersive experiences

“AR and VR technology enable brands to engage with customers in innovative ways,” said Srikant Rajasekharuni, CEO and Co-founder, Red Matter, adding, “These initiatives bring people together virtually, fostering community engagement and amplifying brand visibility. By hosting virtual events, brands create opportunities for diverse audiences to interact and participate, enhancing brand promotion and customer engagement. This interaction cultivates brand advocacy as people are drawn to explore new technologies, enhancing their purchasing experience and fostering positive brand sentiment.”

By utilizing user-generated content and digital marketing strategies, brands can effectively reach their target audience. Integrating technology into marketing efforts encourages participation in virtual events and product trials, attracting customers to the brand. Moreover, AR/VR storytelling and virtual trials create memorable brand interactions. Consumers can experience products firsthand in virtual environments, leading to informed purchase decisions and strengthening brand loyalty.

Ambika Sharma, Founder and MD, Pulp Strategy, noted, “When it comes to community engagement and brand advocacy, AR and VR initiatives take brand experiences to a whole new level. Here’s an example: AR allows consumers to bring products to life in their own environment, providing a try-before-you-buy experience that builds trust and reduces purchase hesitation. On the other hand, VR can teleport users to virtual worlds, immersing them in captivating narratives that align with the brand's values and identity. Through these technologies, users become more than just customers – they become brand advocates, sharing their experiences and forming communities around shared interests and interactions.”

Anuj Gupta, Enterprise and Sales Lead at AutoVRse, added here, “These technologies allow brands to create unique experiences such as virtual product demonstrations, interactive storytelling, and virtual events, enabling consumers to connect with the brand on a deeper level. For instance, AR apps can let users visualize how products fit into their lives, while VR experiences can simulate real-world scenarios showcasing brand values.”

By providing immersive experiences, AR/VR initiatives encourage users to share their experiences within their networks, amplifying brand advocacy. Additionally, community-building features like forums, social spaces, and multiplayer experiences further strengthen brand communities, facilitating interaction and collaboration among users. Overall, AR/VR technology transforms passive consumers into active participants, forging stronger connections between brands and their communities through engaging, memorable experiences. Through these initiatives, brands can cultivate loyal followings, drive word-of-mouth marketing, and differentiate themselves in a competitive landscape.

Goldman Sachs predicts a booming future for AR and VR technology, estimating the market will reach a whopping $35 billion by 2025.

According to Delphin Varghese, Co-founder & Chief Revenue Officer, AdCounty Media, this immersive quality of AR/VR creates powerful experiences that can:

• Spark Community Engagement: People can participate in AR/VR experiences together, like attending a virtual product launch or exploring a 3D environment. This fosters a sense of community.
• Turn Users into Brand Advocates: Interactive AR filters and VR experiences often encourage people to capture and share content. This user-generated content is free advertising, with enthusiastic customers becoming brand champions.
• Leave Lasting Impressions: Immersive experiences can connect with users on an emotional level. For example, using an AR filter to creatively express yourself with a brand’s message. These connections create a lasting memory and foster brand loyalty.

While pointing out that Augmented Reality is already becoming mainstream, Sidharth Balakrishna, Diversification and New Initiatives Expert Senior Partner, BOD Consulting, said, “Scanning labels on products can help buyers know more about the product they are buying, including visiting vineyards where grapes were grown for wines; coffee was grown etc. There are also 'virtual fitting rooms' or the 'magic mirror' concept which almost all cosmetic and jewellery firms are tapping into- allowing consumers to virtually try on shades of lipstick, foundation, eyeliners etc to see which shade or colour best suits their skin. 

Yasin Hamidani, Director, Media Care Brand Solutions, elaborated that AR/VR initiatives create immersive experiences that foster community engagement, brand advocacy, and memorable brand interactions by offering consumers opportunities to interact with brands in unique and captivating ways. Through AR/VR, brands can transport users to virtual environments where they can explore products, participate in interactive activities, and engage with other users.

He further said that these immersive experiences encourage social sharing and collaboration, driving community engagement and fostering a sense of belonging among users. Users who have positive experiences with AR/VR initiatives are more likely to become brand advocates, sharing their experiences with friends and followers and generating word-of-mouth promotion.

Moreover, memorable AR/VR interactions leave a lasting impression on consumers, strengthening brand loyalty and affinity. By leveraging AR/VR technology to create immersive and interactive experiences, brands can cultivate deeper connections with their audience, drive brand advocacy, and enhance community engagement.

CP Khandelwal, Joint Managing Director, Htech, explained that AR/VR initiatives create immersive experiences that foster community engagement, brand advocacy, and memorable brand interactions. “For instance, Pokémon GO by Niantic demonstrates how AR can create a global community of players engaging with the brand through shared experiences, showcasing the power of AR in fostering community engagement. In 2024, Few Social media platforms adopted AR filters and effects enable users to engage with brands through interactive experiences, fostering community engagement and brand advocacy in a social media context,” he added.

Kunal Sharma, Founder & CEO, Flipspaces, noted, “In today’s dynamic market landscape, the integration of Augmented Reality (AR) and Virtual Reality (VR) technologies has emerged as a game-changer in brand-building efforts. At Flipspaces, a leading Interior Design and Build firm, we leverage our proprietary technology to revolutionize the interior design and build aspect for commercial spaces. Here’s how AR/VR initiatives are reshaping brand experiences:

Role in Brand-Building Revolution: AR/VR technologies serve as powerful tools in transforming traditional brand-building strategies. By immersing users in virtual environments, brands can showcase their products and services in innovative ways, enhancing customer engagement and driving brand loyalty. At Flipspaces, we utilize AR/VR to provide clients with immersive previews of their commercial spaces, enabling them to visualize designs and make informed decisions.

Creating Immersive Experiences: AR/VR initiatives crafted by Flipspaces foster immersive experiences that go beyond conventional brand interactions. Through interactive virtual tours and 3D visualizations, we empower clients to explore every facet of their future workspace, from layout designs to interior decor options. This level of immersion not only captivates audiences but also cultivates a sense of community engagement and brand advocacy as users share their virtual experiences with others.

Tapping into AR/VR Features: Brands across industries are tapping into the myriad features offered by AR/VR technologies to enhance brand visibility and customer engagement. At Flipspaces, we harness AR/VR to offer virtual walkthroughs, interactive product demonstrations, and virtual reality presentations for our clients. These immersive experiences enable brands to showcase their unique value propositions, differentiate themselves from competitors, and leave a lasting impression on their target audience.”

AR/VR technologies have become indispensable tools for brands looking to revolutionize their brand-building efforts. “At Flipspaces, we are committed to leveraging our proprietary technology to create immersive experiences that foster community engagement, brand advocacy, and memorable interactions. By embracing AR/VR initiatives, brands can unlock new avenues for creativity, innovation, and brand storytelling, ultimately driving sustainable growth and success in today's digital age,” Sharma added.