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Whether it is a product launch, a new line debut, or a revamp of your existing brand, how can you create a strong marketing activation and generate a buzz? This blog explores how brand activation agencies use the latest cutting-edge technologies to break through the noise and catch the attention of the target audience.
Brands have spent billions of dollars and chosen many innovative ways in which to do this. They have created interactive and immersive experiences and employed the best XR (Extended Reality) technology to be seen and heard and leave an enduring impact.
But what is brand activation?
Brand activation is a strategy which makes a lasting impression of the brand in the minds of consumers making use of various tactics. These could be unique interactions, immersive experiences, live events, and digital ones to get potential customers to engage with the brand.
The goal is clear; to go beyond traditional advertising and create an emotional bond between the consumer and the business. Such a project requires something unprecedented; an extraordinary strategy that rises above the clutter and leaves a mark.
In recent years, XR technology has increasingly been adopted by brands for exciting and immersive experiences. Its popularity is such that the global AR and VR market is projected to reach 4.73 billion by 2030.
Brand activation agencies, such as Bigger Agency, have cutting-edge XR technology at their disposal that has helped them create outstanding campaigns time and again.
Let us see some examples of the very best and most stunning XR Brand Activations that can inspire you for your next campaign.
Bigger Agency, a leading brand activation agency, created an immersive XR campaign to launch The North Face’s (TNF) new modular range of products.
The campaign featured interactive touchscreens and a VR paragliding experience, allowing customers to virtually glide through the Alps while learning about TNF's latest collection.
The innovative touchscreens highlighted the versatility of the interchangeable AMP collection which was designed for mountaineering, speed hiking, mountain biking, and paragliding.
The simulator was installed at The Regent Street store and placed strategically enough to attract even casual passers-by. Local influencers linked with the outdoors were roped in to give the campaign enough social media presence.
By 2028, AR users in the US are expected to reach 116.0 million pointing to the success of immersive technologies like this.
This effective marketing activation brought TNF's new collection to life, leaving a lasting impression on its audience.
A brilliant example of experiential brand activation was Nike’s AR shoe try-on, which allowed users to try on shoes virtually using their smartphones, before making a decision.
This innovative method was an instant success. It made online shopping as like the in-store experience as possible.
When customers had the liberty to see the shoe in action, it created excitement around the product and increased engagement. The result was a memorable online shopping experience and greater reach.
This thrilling campaign became the talk of the town and raised the bar for marketing activation pretty high. Pepsi converted a bus shelter into an unforgettable AR experience where commuters were stunned by outstanding digital effects. There were aliens, tigers and even underworld monsters appearing on the street alongside the real world.
This sparked a great buzz around the campaign and turned the bus shelter into a popular photo booth. The result was massive social media exposure making the strategy a hit.
Shopping for furniture requires a lot of clever planning so you know beforehand where each piece will go.
IKEA’s AR Place App solved this problem for its customers through a brilliant marketing activation. Users could view their rooms through the app and try placing different pieces of furniture before making the purchase.
This interesting modern approach to shopping gave users the confidence to go ahead with the purchase, firm in the knowledge that they were making an informed decision.
The result? A memorable and enjoyable user experience and a loyal customer base.
Coca-Cola created an exciting frenzy across various locations in the UK with this adventurous brand activation.
In collaboration with Tesco, Coca-Cola used AR technology to let users scan a QR code and get hold of a digital Coca-Cola bottle and a voucher. Once they had the voucher in possession they could swap it for a real Coke Zero at a nearby Tesco.
This fun interaction with the product created renewed brand loyalty among Coca-Cola’s vast customer base.
Porsche launched a sophisticated new electric sports car, Taycan. For the launch, Porsche created an AR brand activation that let users see the car’s inner features in detail.
A mobile phone app was specially created. This app allowed users and influencers to virtually see the inner engineering, technical features and charging setup of the car.
Audi fans received the thrill of a lifetime with this marketing activation by the brand.
The Audi Quattro Coaster App combined augmented reality with the real world. When users watched the commercial, the car would burst out of the TV and jump into their homes. Users could then drive the car with their smart devices on immersive tracks through their homes or outside.
The car’s interiors could be explored through the app giving a real-life feel. The car could also be taken virtually on a test drive!
This blend of AR and physical immersion left participants exhilarated with a brand experience to remember.
Adidas is known for the strength and durability of its products which make it ideal for the great outdoors.
The Adidas experiential XR brand activation brought the extreme world of outdoor sports right to the doorstep of their stores with their VR mountain climbing installations.
This was a huge hit with outdoor enthusiasts. Users geared up with headsets were able to scale a virtual mountain with scenic backdrops while using Adidas-branded outdoor gear.
If a brand wants to make a large splash, it needs to make use of a powerful strategy; a strategy that can create a lasting impression on consumers. With advancements in XR technology, it is now possible to create strong emotional connections with audiences and the options are countless!
So if you are looking to create an unforgettable campaign, consider partnering with a brand activation agency.
