Brands plunge us into immersive experiences for the holidays
Christmas is the time when brands redouble their ingenuity to attract consumers and create memorable experiences. In recent months, there has been a strong trend for emotional, sensory and immersive experiences.
WHY DOES IT WORKS?
An immersive experience offers participants a complete immersion in a unique universe. This implies that the brand invites a specific audience to step out of their daily reality and dive into another world. Of course, the audience does not really change dimension, at least physically. However, on an emotional and sensory level, the immersive experience is extremely powerful; participating in such an experience significantly amplifies the senses and emotions, which, as the holidays approach, is exactly what brands need to create a positive feeling among consumers.
More and more brands want to improve the consumer experience. Beyond the product, they now want to showcase a universe that is unique to them, and that’s what temporary immersive locations like the Pop Up Store of La Fontana, the jewelry brand of Mara Lafontan, which immerses you in its mysterious and esoteric universe, are designed for!
Digital Immersive Experiences
The XR videos we were talking about recently, as well as FOOH (Fake Out Of Home) videos or even augmented reality (AR) are also very trendy among brands, especially during this holiday season when they are looking to create magical moments for the public. These contents consist of mixing a real environment with fictional elements added on top of it, in order to create, as with immersive pop-up stores, an experience that immerses the audience in an enhanced sensory universe.
For example, there is the Intermarché Santa’s Workshop; a Christmas catalog that mixes virtual reality and augmented reality developed on a web-application available on smartphone, tablet and computer, and through which the public can discover the 40 favorite toys of the chain in real size, directly at home! Mini-games are also available on some toys when the user switches to augmented reality thanks to a QR code. Enough to transcend the Christmas experience with family!
CONCLUSION
In conclusion, whether physically with temporary locations or digitally with augmented reality, brands are increasingly seeking to represent their unique universes that allow the public to fully immerse themselves beyond the product, which leads us to believe that this immersive trend is set to become widespread in the coming months and years!
