Immersive Web…The Next Marketing Channel?

The concept of the immersive web, also known as the metaverse or the 3D internet, epitomizes a significant advancement in digital interaction. This extends beyond the confines of conventional web experiences by integrating virtual reality (VR) and augmented reality (AR) technologies. 

The interest in the immersive web amongst marketers and businesses indicates its potential as a new platform for engaging with consumers. Immersive web experiences can enable brands to craft interactive and captivating brand experiences that keep people returning. Unlike digital ads, where people use ad blockers and click out of ads as fast as possible, immersive experiences naturally attract consumers and keep them engaged. Brands can also deepen community bonds and feelings of ownership by involving their audience in digital activations. For instance, Nike's SWOOSH web3 platform allows customers to engage with virtual products, participate in challenges for exclusive events, access new drops, and co-create designs in the immersive web.

This blog post will explore the potential of the immersive web for marketing, exploring how this platform can revolutionize interactions between brands and consumers.

The rise of the immersive web in marketing

The emerging trend of utilizing the immersive web for marketing purposes signifies a transformative shift in how brands engage with their audiences. Marketers are increasingly leveraging virtual reality (VR) and augmented reality (AR) technologies to craft interactive and unique 3D brand experiences to promote products, engage customers and assist them in making faster decisions. A study by Smart Insights found that 61% of consumers prefer retailers with AR features, and 72% of shoppers purchased items they didn’t initially plan to after using AR. Apart from driving sales, this innovative approach captivates consumers' attention and fosters a deeper connection with the brand through immersive storytelling and interactive experiences.

VR technology offers a fully immersive experience, transporting users to a digitally created world, while AR overlays digital information onto the physical world, enhancing the user's reality. These technologies allow brands to create virtual product demonstrations and try-ons or digital showrooms. For instance, the IKEA Place app will enable people to place furniture in their homes to envision how the product would fit into the space. Similarly, the fashion brand ASOS also ventured into AR technology-driven experiences by launching its ‘See My Fit’ feature that allows shoppers to see how clothes and accessories sold by the brand look on them. The technology helped the brand boost sales, with revenue jumping 24% in six months after the feature went live.

Key technologies 

The development of the immersive web is propelled by significant advancements in several key technologies, notably virtual reality (VR), augmented reality (AR), and spatial computing. These technologies are the cornerstone of creating deeply immersive, interactive web experiences that blur the lines between the physical and digital worlds. 

Here are some critical milestones and advancements in technology that have helped build the immersive web:

• Advancements in VR: VR technology transports users into fully digital environments, offering immersive experiences that can simulate real-world or fantastical settings. VR's evolution has been marked by improvements in headset design, advanced motion tracking, and 3D graphical fidelity, making virtual environments more realistic and engaging.

  
  

• Growth of AR tech: AR, on the other hand, overlays digital information in the real world, enhancing users' perceptions of their surroundings using smartphones, tablets, or AR glasses. The technology has seen rapid advancements, with AR.js, ARKit, and ARCore frameworks enabling developers to create complex AR experiences and applications that place virtual elements onto real-world images. This technology has broad applications, from interactive marketing campaigns to educational tools, allowing for a seamless integration of digital content into the physical environment.

  
  

• Technologies to create accessible AR and VR experiences: A pivotal technology in immersive web development is the development of software that enables the creation of immersive web applications across platforms. For instance, WebXR is an API that directly supports the creation of VR and AR experiences across all AR/VR devices and within web browsers. WebXR simplifies the process of developing immersive content, making experiences interoperable and accessible to a broader audience without the need for specialized hardware or software. Platforms like these are instrumental in democratizing access to immersive experiences, allowing developers to create rich, interactive content that can be experienced seamlessly across various devices.

  
  

• Spatial computing advancements: Spatial computing represents a step further into integrating digital and physical spaces, enabling devices to understand and navigate the 3D space around them. The technology doesn’t disconnect users from their surroundings but keeps them present and aware of their environment. This ability allows for more natural interactions within virtual environments, recognizing user movements and gestures as inputs and enhancing the immersive experience. Spatial computing devices like the recently launched Apple Vision Pro could let users seamlessly navigate a brand’s website and switch to the company’s virtual store without difficulty.

  
  

• More powerful, versatile, and lighter AR and VR devices: 2023 marked the debut of the Meta Quest 3 and Meta Quest Pro, and 2024 saw the launch of Apple's Vision Pro, which are highly advanced devices positioned to become creativity, productivity and gaming tools to name a few use cases. Apple’s headset aims to deliver novel experiences through advanced computing, whereas the Meta Quest Pro might seek to offer a sophisticated, premium experience. There will be a continued focus on designing lighter and more straightforward devices, acknowledging that the bulkiness and heaviness of existing headsets remain obstacles to their widespread adoption, hindering immersive web experiences.

Case Studies

Pull & Bear

Owner of retail brand Pull & Bear, Inditex, launched an AR game in partnership with Facebook’s ‘Creative Shop.’ The game, part of Pull & Bear’s ‘Pacific girls’ collection, takes users on a virtual trip from California to Tokyo, where they must avoid obstacles and collect points inspired by old-school arcade games. The game was available through the company’s website, Facebook, and Instagram to reach GenZ audiences, 90% of whom are gamers, as per an Econsultancy publication. The AR gaming format allows users to engage with the game instantly without downloading it.

NBA and NextVR

The National Basketball Association (NBA) partnered with NextVR, a leader in virtual reality experiences, to revolutionize the way fans engage with live sports games. This collaboration aimed to immerse fans into the heart of the action, offering a courtside viewing experience from the comfort of their own homes. Through live games broadcasted in VR, on-demand replays, and exclusive behind-the-scenes content, the partnership extended the NBA's reach globally, allowing fans worldwide unprecedented access to the game they love and exceeding reach beyond the 20,000 stadium seat limit. The VR application also makes the game more accessible to those who can’t afford a ticket to attend the game physically. The experience overall is highly personalized and engaging for viewers, deepening the bond between NBA teams and their fans. Although NextVR was acquired by Apple in 2020, leading to potential changes in the service, this initiative showcased the transformative potential of VR technology in enhancing sports fan engagement and opening up new ways to experience live events.

Kohl's

The American department store Kohl’s, had been seeking ways to engage millennial and Generation Z (Gen Z) customers. The brand launched ‘Kohl’s Snapchat Virtual Closet,’  an AR shopping experience for consumers by partnering with Snapchat. Potential customers could browse a set of selected virtual Kohl’s products, which can be tried virtually, helping them visualize items better and shop directly from the Snapchat app. The virtual closet featured items from their spring collection and athleisure wear, allowing shoppers to place them on themselves through Snapchat’s AR filter and take pictures. The brand’s venture into AR features successfully helped reach Snapchat’s audience, 75% of whom are 13- to 34-year-olds. The feature is a highly engaging and interactive way for individuals to see what the brand offers and captures the attention of the app’s daily active users, who engage with AR close to 30 times a day.