10.05.2023 Marketing AI Digital FarvesTalks

How to take advantage of immersive experiences for branding?

Writer Samira Joineau
elliott jobe infinite reality

The metaverse has been a buzzword in the tech industry in recent years, and many are excited about the possibilities it presents for the future. With the advent of virtual and augmented reality, the metaverse is seen as a new way to experience and interact with the digital world. However, with new opportunities come new challenges, and understanding the implications of the metaverse is crucial. 

To shed some light on this topic, we spoke with Elliott Jobe, Chief Innovation Officer at Infinite Reality. In this interview, we explore the opportunities and challenges of the metaverse, as well as its potential impact on marketing campaigns and the overall audience.

Infinite Reality aims at developing immersive experiences to optimize value between audiences, brands, and creators. More concretely, how do your services help brands in improving customer experience, as well customer relationship management? 

Infinite Reality helps brands improve customer experiences by offering immersive, interactive, and engaging experiences that can be tailored to each customer’s preferences. Our platforms, including INFINITE SKYBOX, INFINITE SHOWROOM, and INFINITE MAINSTREET, enable brands to establish a deeper connection with their customers and fans by providing personalized experiences and real-time interactions that in turn yields rich customer insights. This information allows brands to better understand their customers’ needs and preferences, resulting in more effective customer relationship management, increased brand loyalty, and higher lifetime customer value.

How to create compelling virtual experiences that resonate with our audience and deliver value for brands? 

Whether for fans or consumers, creating compelling virtual experiences involves understanding the audience’s needs and designing interactive environments that meet and exceed those needs. To achieve this, it’s important to:

  1. Know the target audience: Understand their demographics, interests, and preferences to tailor the virtual environment to their needs. 
  2. Provide personalized experiences: Use AI-driven insights to deliver targeted content and recommendations that resonate with individual users. 
  3. Foster engagement: Encourage social interactions among users by offering features like live video/audio chat and integrate interactive elements such as games, contests, and challenges. 
  4. Ensure seamless integration: Make sure the virtual environment is easy to access and navigate on various devices to provide a smooth user experience. 
  5. Measure and optimize: Regularly evaluate the success of the virtual experience, gather feedback from users, and make improvements based on the data and insights collected.

Can you provide examples of successful brand campaigns that have leveraged the power of immersive experiences and virtual worlds, and what made these campaigns effective?

Sure, here are two examples I can think of:

  1. Burning Man 2020: In response to the pandemic, we created a live interactive virtual festival experience for Burning Man that attracted tens of thousands of creators and attendees. The event’s success was attributed to its immersive environment, social engagement, and the ability to recreate the essence of the physical event in a digital setting. 
  2. Warner Bros. Discovery Sports Partnership: Our partnership with Warner Bros. Discovery Sports showcases the future of fandom in the Metaverse, enhances fan engagement, and offers unique, interactive, and unforgettable experiences for sports enthusiasts. Fans are able to attend virtual watch parties with their friends, be their own director by choosing from various camera angles for the live action, and access curated and behind the scenes content specific to their sport of choice.

These campaigns were effective due to their engaging nature and cinematic-quality environments, the ability to connect users in a shared digital space, and the personalization available to enhance the user experience.

Which metrics do you use to evaluate the success of immersive experiences for brands, and their impact on audience engagement and brand awareness?

There are different metrics to consider, such as: 

  1. User engagement: Measuring the time users spend in the virtual environment, the number of interactions, and the overall activity level.

  2. Audience growth: Tracking the number of new users joining the virtual experience and the retention rate of existing users. 
  3. Conversion rates: Assessing the effectiveness of the virtual environment in driving sales, subscriptions, or other desired actions. 
  4. Customer satisfaction: Gathering feedback from users to understand their overall satisfaction with the experience and identifying areas for improvement. 
  5. Brand awareness: Monitoring the reach and visibility of the brand in the virtual environment and evaluating the impact on brand perception and recognition. 
  6. Retention and Return Rate: Analyzing the percentage of users who continue to participate in the virtual experience (retention rate) and how often they come back (return rate). 

How to ensure that immersive experiences are accessible to everyone, and which steps do you take to address diversity and inclusion issues in your work?

At Infinite Reality, we believe that accessibility is a key aspect of creating engaging and inclusive immersive experiences. To ensure that our products and services are accessible to everyone, we focus on several key factors:

  1. Platform compatibility: Our products are designed to be hardware-agnostic, meaning they can be accessed on a variety of devices, such as laptops, desktops, mobile phones, tablets, and Smart TVs. This ensures that users with different devices can still engage with our immersive experiences. 
  2. User-friendly interfaces: We prioritize user-friendly interfaces and navigation systems, making our experiences easy to use for people with varying levels of technical expertise. Our experiences do not require any special equipment and are delivered in browser. 
  3. Diversity and representation: We work closely with our clients to ensure that the virtual environments, avatars, and other elements within our experiences reflect the diverse audiences they serve. This includes creating customizable avatars with a wide range of skin tones, body types, and cultural elements. 
  4. Accessibility features: We actively explore incorporating accessibility features, such as closed captioning, audio descriptions, and alternative navigation systems, to cater to differently abled users. 
  5. Multilingual support: Ensuring that our immersive experiences cater to a diverse, global audience, we prioritize multilingual support, offering content in various languages and considering cultural nuances. This promotes inclusivity and enhances the experience for users from different backgrounds,cultures, and regions.

Infinite Reality is committed to creating virtual experiences that are accessible, diverse, and inclusive for all users.

How do you envision the future of advertising in the metaverse, and how can brands best leverage these new technologies to reach and engage with audiences?

The future of advertising in the Metaverse is undoubtedly exciting, as it opens up new possibilities for brands to engage with their audiences in remarkable ways. Here are some key aspects we envision for advertising in the Metaverse:

  1. Personalized and immersive ads: Brands will be able to create highly personalized advertising experiences that take into account users’ preferences, interests, and behaviors. These immersive ads will be seamlessly integrated into the Metaverse environment, providing a more engaging and contextually relevant experience for users. Brands will be able to monitor the engagement their users have with their ads in real time and adjust the content accordingly. 
  2. Interactive experiences: Advertising in the Metaverse will evolve from passive, one-dimensional banners and videos to fully interactive experiences. This will include opportunities such as virtual product demonstrations, interactive games, adjacency to celebrities and entertainment, and branded virtual environments that users can explore. 
  3. Social integration: As the Metaverse facilitates social connections and removes distance, brands will leverage this functionality to create shareable advertising experiences that users enjoy with their friends and communities. This will lead to improved organic reach and stronger brand loyalty. 
  4. Branded media experiences: In the Metaverse, brands will develop unique, branded media experiences that further engage users and increase brand awareness. By creating immersive, interactive content that highlights the brand’s story, values, and products, users develop a deeper connection with the brand, resulting in stronger customer relationships and enhanced brand loyalty. 
  5. Data-driven insights: The Metaverse offers an abundance of data on user behaviors, preferences, and engagement patterns. Brands will harness this data in real time to optimize their advertising strategies and create more targeted, impactful campaigns.

To capitalize on these new technologies, brands should focus on understanding their target audiences within the Metaverse and creating advertising experiences that are immersive, interactive, and contextually relevant. The unique opportunities in the Metaverse allow brands to forge more authentic connections with their audiences, accelerate meaningful engagement, and foster strong brand loyalty.