Guide
Immersive marketing
Engaging customers through experiential campaigns
Immersive marketing is the use of virtual reality and other immersive technologies to create engaging experiences that allow customers to interact with products or brands in a more lifelike and multisensory way. This approach aims to draw in and captivate consumers, fostering deeper connections and brand loyalty.
Start using Amazon Ads to display your products and create campaigns.
If you have limited experience, get in touch to request services managed by Amazon Ads. Budget minimums apply.
Inspire, inform, and entertain customers with real-time brand interaction
The Amazon Ads Brand Innovation Lab works with brands to develop custom ad campaigns that engage consumers across all stages of the funnel.
What is immersive marketing?
Immersive marketing refers to advertising and promotional strategies that create a deep, engaging experience for the consumer. These strategies use cutting-edge technologies to craft dynamic, real-time opportunities for customers to witness authentic product showcases, engage with the brand directly, and receive valuable insights.
Similar to experiential marketing, immersive marketing aims to boost brand awareness and forge deeper emotional connections between customers and the brand. By offering these experience-driven approaches, brands can help gain brand trust and credibility, and ultimately foster enduring brand loyalty—outcomes that traditional digital marketing tactics often struggle to achieve on their own.
Why is immersive marketing important?
Immersive marketing is important because it helps advertisers break through the media clutter and forge meaningful relationships with their desired audiences by transcending the boundaries of traditional advertising. In today’s digital landscape, consumers crave authentic connections and memorable interactions with the brands they love.
What are the benefits of immersive marketing?
Immersive marketing offers a wealth of advantages over traditional advertising approaches by creating deeply engaging, interactive experiences for consumers.
Enhanced brand recall and recognition
Immersive experiences can leave a lasting impression that helps cement a brand in the minds of consumers.
Increased consumer engagement
Interactivity and lifelike experiences can keep customers captivated for longer, which can boost engagement metrics.
Deeper emotional connections
The visceral, sensory-rich nature of immersive marketing evokes stronger emotional responses, which can foster more meaningful brand-consumer relationships.
Trends in immersive marketing
Immersive marketing is rapidly evolving, and brands that stay ahead of the curve can unlock new opportunities to captivate and engage their audiences. Here are a few exciting trends shaping the future of immersive marketing:
- Augmented reality (AR) and virtual reality (VR) experiences: As AR and VR technology becomes more accessible, brands are leveraging them to create immersive experiences that blur the lines between the digital and physical worlds. From virtual worlds that offer product try-ons and interactive product visualizations to gamified brand experiences, AR and VR technology offers endless possibilities for brands to engage consumers in innovative and memorable ways.
- Metaverse and virtual worlds: The rise of the metaverse and virtual worlds presents a new frontier for immersive marketing. Brands can establish virtual presences, host virtual events, and create branded experiences within these digital realms, allowing for unprecedented levels of interactivity and engagement with relevant audiences.
- Personalized and data-driven experiences: With the advent of advanced data analytics and personalization powered by artificial intelligence (AI), brands can craft highly tailored and contextually relevant immersive experiences. By leveraging real-time insights, brands can deliver personalized content, recommendations, and experiences that resonate with consumers on a deeper level, fostering stronger connections and driving meaningful customer engagement.
- Experiential retail and pop-up activations: Brands are increasingly embracing experiential retail and pop-up activations to create immersive brand experiences that engage consumers on a multisensory level. These interactive installations, events, and pop-up spaces allow brands to showcase their products or services in unique and captivating ways, strengthening relationships and driving brand loyalty.
As these trends continue to evolve, brands that embrace immersive marketing can gain a competitive edge in capturing consumer attention, building brand loyalty, and driving business growth in an increasingly digital and interactive world.
Amazon Ads solutions for immersive marketing
Elevate your brand with immersive marketing on Amazon Live
In the dynamic realm of digital marketing, Amazon Live presents an unparalleled opportunity for brands to embrace immersive marketing and forge deeper connections with their audience. Amazon Live allows brands to host live video streams directly on Amazon, enabling them to showcase products, demonstrate features, and interact with customers in real time. And by harnessing the power of Amazon Ads, brands can seamlessly integrate their messaging into the engaging and interactive world of livestreaming on Amazon Live.
Through strategic collaborations with influential hosts and content creators, brands can craft captivating live experiences that transcend traditional advertising boundaries. From product demonstrations and Q&A sessions to behind-the-scenes glimpses and exclusive offers, the possibilities continue to evolve. And by leveraging Amazon Live’s interactive features, such as live chat and real-time polls, brands can foster authentic engagement, gather valuable insights, and cultivate a loyal community of brand advocates. With Amazon Live’s “shop the show” capability, customers can easily shop featured products on their mobile device without interrupting what they’re watching.
Unlock the power of immersive marketing on Twitch with Amazon Ads
Twitch, the popular livestreaming service and global community for gaming, entertainment, music, sports, and more, also presents a unique opportunity for brands to embrace immersive marketing strategies. By leveraging the Amazon Ads suite of advertising solutions, brands can integrate their messaging into the vibrant Twitch universe, creating experiences that transcend traditional advertising boundaries.
Through strategic partnerships with popular Twitch streamers, brands can craft custom-tailored content that blends seamlessly into the livestreaming experience. Other tools range from branded in-game overlays and interactive extensions to sponsored challenges and product integrations. By tapping into the passionate and engaged Twitch community, brands can foster authentic connections, cultivate brand loyalty, and leave a lasting impression on their audience.
Create immersive experiences with the Brand Innovation Lab
The Amazon Ads Brand Innovation Lab helps brands and advertisers explore new and innovative ways to engage customers through custom marketing campaigns tailored to specific goals. Working with brands eager to push the boundaries of advertising, the Brand Innovation Lab has successfully helped advertisers explore novel ways to connect with consumers by leveraging technology to create immersive marketing experiences.
Examples of immersive marketing
Case Study
Through a first-of-its-kind collaboration with Amazon Ads, Mitsubishi harnessed Amazon Live to reveal the Outlander model to thousands of potential customers and industry experts. Viewers were able to comment, ask questions—and get answers—in real time about the vehicle directly from designers and engineers.
Case Study
In 2023, Beetles Gel Polish worked with the Brand Innovation Lab to develop an immersive marketing campaign by way of a virtual try-on experience in which U.S. customers could give themselves a manicure using only the camera on their device. Customers could scan the QR code in the Beetles Gel Polish Store and be directed to the virtual manicure AR experience. Customers point their camera at their hand and pick from one of dozens of gel polish colors, which then appears virtually on their nails. When they find the perfect shade, they can add it to their Amazon shopping cart directly through the customized AR experience.
Case Study
Tyson Foods worked with Amazon Ads to launch an immersive marketing campaign incorporating the AR and VR experience to bring unexpected delight to consumers using innovative technology, while also highlighting their products. By using AR and VR technology, consumers were able to simply scan an egg with their phone to unlock a “coupon” in the Amazon store for a free roll of Jimmy Dean sausage, bridging a consumer-facing activation into actual retail conversion.
Conclusion
Immersive marketing offers a wealth of benefits for brands and advertisers seeking to form deeper connections with their audiences. By designing engaging, interactive experiences, immersive campaigns have the power to captivate consumers in a way that traditional advertising simply cannot match. Through solutions like Amazon Live and Twitch, brands can showcase their products in dynamic, real-time environments, allowing customers to witness genuine product demonstrations and interactions. And by working with custom solutions teams like the Amazon Ads Brand Innovation Lab, brands can more easily stay at the forefront of technology to help drive deeper engagement.
If you have limited experience, contact us to request services managed by Amazon Ads. Budget minimums apply.