Experiential marketing is all about creating moments customers never forget. In the digital age, some of the most memorable brand moments happen not in the real world — but in virtual ones. With the rise of Augmented Reality (AR) and Virtual Reality (VR), brands now have the power to design experiences that engage, educate, and emotionally connect like never before.
- What Are AR and VR in Marketing?
- Why AR and VR Are Powerful in Experiential Marketing
- Data Snapshot: The Rise of AR/VR in Marketing
- Real Brand Examples of AR and VR in Action
- Top Tools for Building AR and VR Campaigns
- How to Launch an AR or VR Experience
- Common Pitfalls to Avoid
- The Future: What’s Next for Immersive Marketing?
- Conclusion
- References
In this article, we explore how AR and VR are transforming experiential campaigns, how brands are using them effectively, and what tools you can use to start creating your own immersive experiences.
What Are AR and VR in Marketing?
- Augmented Reality (AR) adds digital content — like 3D models, filters, or animations — on top of the real world through a phone, tablet, or smart glasses.
- Virtual Reality (VR) places the user inside a fully digital environment, often using a headset like Oculus Quest or HTC Vive.
Both allow customers to interact with your brand in ways far more engaging than static images or videos.
Why AR and VR Are Powerful in Experiential Marketing
🎯 They Grab Attention
People spend much more time on AR and VR experiences than on typical ads. AR campaigns hold attention for up to 75 seconds on average, while video ads often get skipped in just five (Zappar, 2023).
🎯 They Build Emotional Connection
When people step inside a VR environment or try a product with AR, it creates a sense of presence and emotion. This helps brands connect on a deeper level (Greenwald, 2023).
🎯 They Increase Sales
Shopify (2022) reported that brands using AR saw up to 40% higher conversion rates, especially when customers could visualize products in their own space before buying.
🎯 They Educate and Entertain
AR/VR makes it easier to explain complex products or services in a way that’s both interactive and fun — perfect for industries like tech, fashion, automotive, and tourism.
Data Snapshot: The Rise of AR/VR in Marketing
- AR ad spending is expected to reach $6.7 billion globally by 2025 (Statista, 2024).
- 80% of consumers are more likely to buy after using AR (Snap Inc., 2023).
- Retailers using AR report a 94% increase in conversion rates (Snap Inc., 2023).
Real Brand Examples of AR and VR in Action
🛋️ IKEA Place
The IKEA Place app lets customers use AR to see how sofas, chairs, or tables will look in their own home — with real-life scale and movement. This solves one of the biggest e-commerce problems: Will it fit?
💄 Sephora Virtual Artist
Sephora’s AR tool lets shoppers try on makeup using their phone camera. This reduces uncertainty and turns browsing into play — while increasing online purchases.
🌎 TOMS VR Experience
TOMS invited customers in stores to put on a VR headset and join a shoe donation trip to Peru. The 360° video experience showed how each purchase made a difference — bringing emotion into the brand’s mission.
🏎️ Porsche Taycan VR Launch
To promote its first electric car, Porsche created a VR test drive. Potential customers could sit in a real seat and explore the vehicle’s design and features in a simulated environment — without needing a real car.
Top Tools for Building AR and VR Campaigns
| Tool | Best For |
| 8thWall | WebAR experiences via mobile browser (no app needed) |
| Zappar | Custom AR campaigns and analytics |
| Meta Spark Studio | AR effects for Facebook and Instagram |
| Unity | Building interactive 3D and VR worlds |
| Adobe Aero | No-code AR design for mobile |
| BlippAR | AR for retail, packaging, and education |
Many of these tools offer free trials or drag-and-drop features so you can experiment without needing to code.
How to Launch an AR or VR Experience
✅ 1. Define the Goal
Do you want customers to learn something? Try your product? Feel a connection? Your goal will shape the type of experience.
✅ 2. Choose AR or VR
- Use AR for try-ons, visualisation, or mobile-based content.
- Use VR for storytelling, simulations, or full immersion.
✅ 3. Keep It Short and Simple
The best experiences last between 30–90 seconds. Users should know how to start and engage without a tutorial.
✅ 4. Add Interaction
Let people choose, move, rotate, zoom, or explore — not just watch. The more they do, the more they remember.
✅ 5. Test Across Devices
Ensure your campaign works well on Android, iOS, and browsers. Not everyone uses the latest tech.
Common Pitfalls to Avoid
- Too much complexity: If the experience requires a manual, it’s too hard.
- Lack of value: Don’t use AR/VR just to show off. Make sure it solves a real problem or adds excitement.
- Forgetting the follow-up: After the experience, send users an offer, thank-you, or shareable content.
The Future: What’s Next for Immersive Marketing?
We’re just scratching the surface of what’s possible. In the next few years, we can expect:
- AR glasses and wearables to replace phones
- AI-generated 3D environments for faster and cheaper VR production
- Haptic feedback (feeling touch in VR) for more realistic experiences
- Blockchain-integrated AR, where users can collect and trade digital rewards
Deloitte (2023) predicts that immersive tech will be part of most customer journeys by 2030 — from shopping and travel to learning and live events.
Conclusion
AR and VR are changing the way brands interact with customers. No longer limited to screens, marketing is becoming experiential, emotional, and immersive.
Whether you’re a fashion brand using AR try-ons, a car company offering virtual test drives, or a non-profit showing impact through VR — the opportunity to connect deeply and memorably has never been greater.
If you’re ready to make your brand unforgettable, it’s time to look beyond the screen.
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References
Deloitte. (2023). Immersive technology: The future of customer engagement. https://www2.deloitte.com
Greenwald, T. (2023). Why immersive marketing works. Harvard Business Review. https://hbr.org
Shopify. (2022). How AR is transforming online shopping. https://www.shopify.com/blog/augmented-reality
Snap Inc. (2023). AR consumer behavior report. https://snap.com/en-US/news/
Statista. (2024). AR/VR advertising spend forecast. https://www.statista.com
Zappar. (2023). State of AR in marketing 2023. https://www.zappar.com/
