Digital in marketing
Marketing and digital technology – a match made in heaven. From radio, TV and computers through social media and mobile technology, right up to virtual and augmented reality, each platform has delivered new possibilities for further reach, better targeting, more sophisticated messaging and – crucially for us experiential marketers – a more immersive and tailored consumer experience.
Now that AR and VR have gone mainstream, it’s time to check what’s new on the horizon. Get ready – it’s an exciting one.
Mixed reality
Mixed reality merges the real and virtual worlds to allow both physical and digital objects to interact with each other - and with the user - in real time. [Magic Leap][1]’s ‘mixed reality headset’ is one example of the technology. Looking a bit like a pair of goggles, it inserts digital content into your view of the world using virtual retinal display technology. Can’t quite picture it? [Microsoft HoloLens][2] describes it as “bringing holograms into your real world.”
However you describe it, mixed reality is set to reinvent the way people engage with computers.
Enter experiential
Mixed reality has huge range of applications, including education, design, art, manufacturing and healthcare. But what can it do for experiential marketing? It promises to bring even more sophistication, personalisation and sensory immersion to experiential campaigns.
Imagine your product on display amidst a living rainforest, or allowing customers to browse through more products than a retailer could ever hope to stock. Mixed reality could send your brand or product right into a consumer’s home, letting them try before they buy, or delivering a personalised, sensory experience to tell your brand story.
We can’t WAIT to try it.
*Image source: Microsoft HoloLens*
[1]: https://www.magicleap.com/
[2]: https://www.microsoft.com/en-gb/hololens
