Extended Reality
Extended Reality (XR) is an emerging term used to describe environments with real and virtual components and human-machine interactions generated by computer technology and wearables. As it stands today, the term XR encompasses three primary technologies:
- Virtual Reality (VR), which is immersive (headset and goggles required)
- Augmented Reality (AR), which is additive (think Snapchat Lenses)
- Mixed Reality (MR), which integrates the digital and physical worlds seamlessly by utilizing elements of AR and VR technology
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How Deloitte Used Augmented Reality to Increase the Value of Its U.S. Open Sponsorship During the Pandemic
Smarties Awards December 28, 2021With 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.
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Marketers in the Metaverse of Madness: VR, Crypto, Communities, Gaming, E-Commerce, and More Converge
Pulse December 16, 2021The 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.
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Marketers Greet the Metaverse
ANA Magazine November 12, 2021Originally 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.
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Gaming Is the Highway into the Metaverse
Session Videos October 7, 2021As 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.
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U.S. Open Augmented Reality Built by Deloitte
B2 Awards August 12, 2021Deloitte developed an immersive experience that enhanced the second-screen experience for golf fans watching the U.S Open from home.
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USPS No Surcharge Campaign
B2 Awards August 12, 2021USPS 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.
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Signal Theory Holiday Coaster Collection Mailer with AR
ECHO Awards April 15, 2021Brand 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.
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American Family Insurance Recreates King's 1963 March on D.C.
Multicultural Excellence Awards January 15, 2021American 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.
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L.A. Rams AR Uniform Reveal
Smarties Awards December 21, 2020The 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.
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Behind the Campaign: Fire Safety VR Experience
Research Reports December 18, 2020ADT used VR technology to give its prospective customers a glimpse into the benefits its security system can offer in the most dire situations.
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Legal Issues for AI, VR, and AR: Biometrics, Chatbots, and Best Practices
Event Recaps November 10, 2020Industry 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.
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Extended Reality Report, 2020 Edition
Research Reports October 21, 2020The 2020 Marketing Futures Extended Reality report features expert perspectives, key stats, and real-world examples related to this important industry trend.
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Disney “Dark Ride” Virtual Reality Experience
B2 Awards September 1, 2020Boehringer Ingelheim used a Disney-inspired VR experience to tell its brand story and capture the attention of key target audiences at industry events.
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Pepsi's Augmented Reality Approach
REGGIE Awards May 16, 2020Pepsi #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.
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How Augmented Reality Keeps Nickelodeon Current with Its Viewership
Event Recaps February 26, 2020Nickelodeon gave viewers a way to engage more deeply with their favorite programs via augmented reality.
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How Brands Use Augmented Reality to Drive Experiences
Event Recaps November 13, 2019At an ANA Brand Activation Technology Committee meeting, representatives from brands and agencies shared how they use augmented reality to better personalize consumer experiences.
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Augmented Reality and Virtual Reality in Action at Herman Miller
Event Recaps July 25, 2019Herman Miller helps customers envision their potential purchases via augmented reality and virtual reality.
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Diageo’s “Decisions: Party’s Over” Virtual Reality Experience
REGGIE Awards May 15, 2019Diageo 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.
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Dream in Black
REGGIE Awards May 15, 2019AT&T needed to create sales, build brand affinity, and improve consumer intent to purchase with African-Americans.
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Living Wine Labels
REGGIE Awards May 15, 2019Treasury Wine Estates developed an AR app that turned its wine labels into storytelling devices.
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