Brand activations are undergoing an evolution as the capabilities of extended reality (XR) technology grow. XR technology encompasses everything from primarily physical experiences (think augmented reality where a virtual asset is overlayed onto a real-world backdrop) to entirely virtual experiences (like what a virtual reality headset user would see). 

Reality-changing experiences offer innovative ways to connect with consumers seamlessly across a variety of different mediums. Major companies like Nike and McDonald’s have already taken advantage of these innovations, Nike with a hologram-infused fashion exhibition and McDonald’s with a Zodiac-inspired virtual Lunar New Year kickoff. In each instance, the use of extended reality served to wow audiences and increase engagement during the activations. 

In this month’s trend report, we explore how brands can leverage these immersive technologies to better connect with and provide greater value to consumers. 

Read more in July’s edition of The Direct Hit.