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MKTG Meets Mixed Reality

MKTG Meets Mixed Reality

4 Minute Read

·         Brands are beginning to invest in Mixed Reality over Virtual Reality as it allows a more tangible experience with the digital world through use of holograms.

·         MKTG’s Jackie Cormier, Supervisor on the Activations & Events team, visits the House of VR, which is the only venue in Toronto that provides a Mixed Reality experience.

·         MKTG combines in-house research with Jackie’s MR experience to provide insights on how brands from the art, design, retail, sport and gaming category can benefit from using this new piece of technology.

A new technology has arrived, and activations & event professionals are taking notice. Mixed reality (MR) technology allows consumers to engage with digital content and is a level up from traditional Virtual Reality (VR) as consumers can interact in real time using their physical touch with surrounding holograms. MR adapts to any environment and blends together the physical and digital world – brands have recognized this technology and have been incorporating more MR tech into their activations as it creates a more tangible experience for the consumer. See the below for an example of MR tech from Microsoft that has been used in activations.

While VR-style activations are often criticized for only incorporating a single user (resulting in a solitary and less engaging experience), brands have begun using MR technology and proving otherwise. Brands like Remy Martin have designed activations that can have four users engage with holograms at the same time.

The activation incorporated a 3-dimensional table with a topographical design, where the Microsoft HoloLens showed holographic elements of the Grande Champagne and Petite Champagne vineyards.

MKTG wanted to experience this technology first hand to provide insights on how brands can benefit from using MR. We enlisted the help of Jackie Cormier, who works as a Supervisor on the Activations & Events team. Jackie visited the only venue in Toronto that provides MR tech, The House of VR. After her visit, we sat down with Jackie and asked her a few questions:

How will activations benefit from using MR?

Jackie: “MR can scale a brand’s activation beyond the geographic area where the live experience is held. It’s more effective than live streaming or watching recorded video as consumers can experience the activation first hand through a unique altered reality where the consumer can interact with all aspects of the activation. Secondly, for brands who have limited space on site that want to amplify their experience, MR can assist with that. MR does not require larges spaces to display ample amounts of information or content.”

What applications of MR were most effective based on your experiences at House of VR in Toronto? What made it effective?

Jackie: “The gaming application was my favourite as I was able to experience multiple elements of MR. I was truly a part of the atmosphere. When items were flying towards me, I had to react in real time and I felt as though they could actually touch me! I learned what MR can provide consumers. I had the ability to gage distances and ensure precision. After utilizing my motor skills, I see how this could be great (outside of activations) for athletes enhancing their athletic ability. An athlete could go through the motions of shooting a basketball, or throwing a football and the technology could determine success based on form and strength.”

What are some categories to watch? Where do you think brands will invest more in the future?

Jackie: “Two categories to watch in terms of MR usage are art/design and retail. MR can transport a consumer directly into an art piece, showing textures and details extremely close up. Another category where this would be effective is retail. Retail brands can alter their product showrooms to be MR fit. This would allow the consumer to view the entire portfolio of merchandise in a new way that could enhance the online shopping experience. MR could allow consumers to use their room as a canvas, uploading furniture into the room, eliminating the fear of how pieces will look. IKEA is beginning to movie into this realm with their Virtual Kitchen.”

MR is an innovative piece of technology that brands have begun to embrace when creating new forms of live experiences for consumers. When done correctly and on strategy, MR can create a once in a lifetime experience for the consumer. MR may not be fit for every situation, and brands must determine whether the incorporation of this tech is beneficial for the brand when enhancing the user experience.



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