Extended Reality

With pandemic lockdowns threatening the value of Deloitte’s United States Golf Association sponsorship, the company turned to augmented reality, creating an app that allowed viewers to personalize their U.S. Open viewing experience.

The resources collected here explore just what the metaverse entails, how brands can take advantage of them, and some examples of marketers who have already dipped their toe in these unchartered waters.

Originally the stuff of science fiction, the metaverse is on the verge of reality. Companies are taking an incremental approach to entering what is a very complex universe for brands — and people — to navigate.

As technologies like AR, VR, NFTs, and blockchain gain more traction, so does the notion of the "metaverse" as a potential successor of the internet. In this video, learn why gaming represents brands’ best opportunity to test how they will represent themselves in a future metaverse state.

Deloitte developed an immersive experience that enhanced the second-screen experience for golf fans watching the U.S Open from home.

USPS created a gamified direct mailing, layered with AR technology, to demonstrate how the mail carrier can help businesses save up to 30 percent on shipping.

Brand development company, Signal Theory, created an augmented reality (AR) infused holiday mailer to communicate its gratitude to clients and partners, and illustrate its digital capabilities.

American Family Insurance created a virtual reality experience and complementary educational program to celebrate the Civil Rights Movement of the past and inspire activists of today.

The L.A. Rams created the first-ever AR uniform reveal, giving Rams fans and NFL fans across the country a way to get up close and personal with the team’s bold new look.

ADT used VR technology to give its prospective customers a glimpse into the benefits its security system can offer in the most dire situations.

Industry leaders discussed the opportunities offered by artificial intelligence, virtual reality, and augmented reality, and how best to approach the legal issues posed by the technology.

The 2020 Marketing Futures Extended Reality report features expert perspectives, key stats, and real-world examples related to this important industry trend.

Boehringer Ingelheim used a Disney-inspired VR experience to tell its brand story and capture the attention of key target audiences at industry events.

Pepsi #Summergram celebrated America’s desire to “unapologetically enjoy summer” with more than 250 unique bottles, each with its own summer statement and icon deep-linked to Instagram’s augmented reality effects.

Nickelodeon gave viewers a way to engage more deeply with their favorite programs via augmented reality.

At an ANA Brand Activation Technology Committee meeting, representatives from brands and agencies shared how they use augmented reality to better personalize consumer experiences.

Herman Miller helps customers envision their potential purchases via augmented reality and virtual reality.

Diageo highlighted tragic binge drinking scenarios in a powerful way that allowed consumers to become personally invested and understand the negative effects of alcohol abuse through VR.

AT&T needed to create sales, build brand affinity, and improve consumer intent to purchase with African-Americans.

Treasury Wine Estates developed an AR app that turned its wine labels into storytelling devices.