A new year brings new design trends. One of them in particular will be the increase of brands using immersive digital experiences. 2020 was a year that highlighted the importance of investing in digital and many companies have been playing catch up.
Immersive digital experiences are far from new and can take many forms. They offer an innovative way to connect with your audience especially when currently in-person experiences are dwindling. Allowing them to enjoy an activity or product without being there in person. Below we take a look at a few companies that have harnessed this approach. To stay relevant, strengthen their brand and enhance their customers experiences.
Tiger Beer’s Online Food Festival
In Malaysia, Tiger Beer created the world’s first online food festival experience in a clever integrated marketing campaign. Allowing users to interact with others, visit vendors and play games to win discounts and prizes. The main highlight being the ability to order the street food from the experience straight to your door and also happy hour promotions from Drinkies, Heineken Malaysia Berhad’s at-home beer delivery service.
It definitely beats tuning in for the 50th family zoom quiz!
Made.com’s Virtual Showroom
It’s no surprise due to the amount of time we’ve spent inside that the number of extensions and home renovations have skyrocketed. With some of us having savings for the first time ever, it’s nice to treat yourself to that flamboyant lamp or expensive couch you’ve always had your eye on.
Made.com aren’t shy about developing their digital presence with the ‘view in your room’ feature for some items and ‘virtual designer.’ They also recently launched a virtual apartment of its Amsterdam showroom and this shoppable virtual reality allowed customers to experience its latest collection. Spread across four rooms, customers could click around on a series of tags for details and inspiration or even immerse themselves fully via Google’s Cardboard VR headsets and their smartphone. Making it easier to visualise what pieces could look like in your own space and increasing the temptation to purchase it!
Balenciaga’s Video Game
With store closures rising and physical retail in a downward spiral. Fashion is forced to develop more creative and engaging experiences to encourage consumers to connect. With TikTok’s popularity, luxury brands have moved to the video app and Instagram live streams are more popular than ever for cancelled shows.
Brands like Balenciaga have not only utilised social media but also gone one step further. Presenting their Fall 2021 fashion line in the form of a virtual reality game. A walking dystopian experience taking you from its store, city streets to even a rave in the woods. The collection also consists of sustainable garments as customers are increasingly shopping with a conscious. It also makes luxury brands feel more accessible and although it’s not making us want a £700 pair of shoes. It’s a shift in the right direction at reaching new audiences and staying at the forefront of current ones.
Although a Forever virtual office sounds pretty cool. We’re still waiting for when we can see our clients in the real world again!