40 Days of Immersive Brands: Days 26-30

More and more brands are using elements of the metaverse to engage with consumers. From heavily experiential immersive media installations that feature augmented reality (AR) or virtual reality (VR) to 360 degree brand experiences featured in immersive deep display ads, we’re seeing no shortage of brands leveraging new immersive technology to capture consumer attention. And that’s something truly unique and advantageous to all these forms of immersive media, they do an excellent job of getting attention and more importantly, of leaving an impression on the consumer, one that is hopefully favorable and will be remembered when it comes to purchase. And that’s exactly what these brands are banking on as they experiment with AR, VR, 360, and the like. 

From floral to French airlines to Children’s Museums, in this edition of our “40 Days of Immersive Brands” series we highlight more marketing teams using elements of the metaverse in their brand strategy. From total product immersion to more practical applications like seeing what a bouquet of flowers would look like on your desk, these brands are indeed pushing the envelope. Enjoy!

Day 26  1-800-FLOWERS

Floral delivery chain 1-800-Flowers is no stranger to innovation and has been an early adopter for many years. They were already experimenting with immersive media and elements of the metaverse long before the pandemic. In 2019 they helped iOS users send Valentine-themed AR messages to loved ones and in 2020 they stepped it up a notch by adding augmented reality features to their mobile app. Shoppers can easily access the ability to see arrangements in 3D by clicking the icon on images where the feature is available (sadly, not available for all arrangements). By integrating such a tool to help the customer better visualize the product, the flower chain increases the chance of conversion while also providing the kind of high-tech experience that is demanded by the modern consumer. We see it as a great blending of innovation & practicality working together to enhance the overall custsomer experience.

Day 27 NETFLIX – STRANGER THINGS 3

For fans of the sci-fi horror Netflix series “Stranger Things”, it’s been far too long since a new season has aired. And while viewers won’t be able to see any new episodes this year, the good news is that in 2022 they’ll be gifted with Season 4. We can’t wait to see what innovative tactics the marketing team will employ to market the next season and shamelessly recommend they give us a ring like their co-workers did when they launched the Netflix original cannabis-based seres Dijointed. We were able to use the key art and other key brand elements to build a highly engaging, high dwell-time immersive deep display 360VR ad promoting the series premier that could reach anyone with a smartphone (iOS & Android), no app required!  

In the meantime, we’ll celebrate the fun augmented reality trailer that Netflix created as part of the promotion for Season 3 way back in 2019! The experience could be triggered only by iOS users who hit play on the trailer in the You Tube mobile app. The video included a “Try Now” call to action that launched an AR experience putting the user in the show. You could then use your camera to take a selfie of yourself in the scene and share across social media. 

Day 28  AIR FRANCE 

Of course this update wouldn’t be complete without an example of an immersive deep display ad built using Advrtas technology! So for Day 28 we recognize a simple but effective ad campaign we did for travel brand Air France. With not a 360 degree image to be found or within budget, our creative technologists were challenged with creating a highly engaging immersive ad using the 2D creative assets the brand already owned. The end product was an ad format  termed the “immersive qube” (see below demo) because it leverages immersive technology components and presents images in a fun and pleasing, interactive cube. 

The results were stellar. Nearly half of consumers who saw the digital ad unit engaged with it voluntarily. And because we were able to track and measure all consumer behavior within the ad unit, tracking things like what was looked at, for how long and how it all correlated to the KPIs of the campaign, we were then able to dynamically adjust the ad unit in real-time based on consumer attention withing the ad unit. Ultimately we were able to deliver a campaign that outperformed video or traditional rich media ads. 

Day 29  DOLLYWOOD

When it comes to travel and leisure, 360 degree content like 360 videos can be a terrific way to showcase all that a destination has to offer. In the world of travel that could come in the form of 360 images of hotels rooms, lobbies, restaurants, pools, spas and the like. In the case of attractions like amusement parks, 360 is also a great way to show people what the experience can be like. And while a video, even one that’s 360, can’t fully capture the thrill of being on a death-defying rollercoaster ride, it sure does a great job of communicating the excitement. 

For Day 29, we applaud the team responsible for getting feet in the park at Dollywood who have done a good job of showcasing the pulse-racing joy one feels aboard one of their coasters. They feature a series of 360 videos telling visitors “When you can’t be here, take a 360-degree virtual ride!” So for those who are putting off that trip to Dollywood or for those just looking for a quick thrill, get ready for some tummy-flipping turns, drops and cork-screws on the Dollywood website.

Day 30: SKETCH AQUARIUM

AI Fish you say? Yes, AI Fish! For Day 30, we feature an immersive experience that while not a marketing execution, per se, it’s a glorious example of what’s possible when you mix technology with creativity and is just the kind of installation to excite the child in all of us. It’s called Sketch Aquarium and it gives us loads of ideas for how a brand could use this tech to better connect with consumers.

Created by a team of technologists at teamLab, Sketch Aquarium is an exhibit that can be found across the globe ar participating aquariums. Visitors are invited to color a drawing of a fish. Once complete, the image is then scanned and participants then see the fish they’ve drawn magically come to life in a giant aquarium. All creations designed by participants swim together and can be interacted with. Virtually touch a creature and watch it scurry away or touch the virtual food bag to feed the fish.

While not a marketing execution, per se, this immersive execution receives props because it’s so innovative and engaging. There’s something special about seeing something you created come to life that gets people energized, engaged and feeling positive emotions about your brand.  If Disney is considering doing a reboot of Finding Nemo we could definitely see this kind of tech being adapted for the purposes of marketing and promotion. 

And that’s a wrap for this edition of our “40 Days of Immersive Brands” where we’re putting the spotlight on brands and agency teams who are using immersive media to capture and sustain consumer attention. In a world where marketers have about 2 seconds to grab your attention, the brands that win will not only deliver on their brand promise, they’ll also use new tools that help them break through the noise and leave an impression on the consumer. 

Want to know how to get the metaverse into your brand strategy? We make it easy! Drop us a line, email Rob Bruza at rbruza@advrtas.com.  

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