21 May 2026
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Mike Boland
AWE Talks: Breaking Down the Immersive Marketing Playbook
Welcome back to AWE Talks, our series that revisits the best AWE conference sessions. With AWE USA right around the corner, we still have a big library of relevant session footage from the past year to build anticipation for this year's big show.
We continue the action this week with a look at one of AR's most commercially-successful areas: brand marketing. What are best practices in immersive campaigns? We dive into a framework for AR marketing wins.
See the summarized takeaways below, along with the full session video. Stay tuned for more video highlights each week and check out the full library of conference sessions on AWE’s YouTube Channel.
Speakers
Johan WALTERS
Key Takeaways & Analysis
- Immersive marketing continues to be a successful commercial endpoint for AR.
- It's all about dimensional brand interaction or virtual try-ons for products.
- These marketing formats tend to offer deeper engagement and better campaign KPIs.
- But the art of immersive marketing is still nascent and developing quickly.
- That makes frameworks and execution playbooks particularly valuable.
- This is what Johan Walters has built, framed around a few key steps for AR marketing.
- The first step is to define campaign goals... all decisions will flow from there.
- For example, is the goal to get brand exposure or measurable sales lift?
- AR marketing can span that marketing funnel, but defining goals is key to executing.
- Another key step is to design campaigns that reach users at opportune micro-moments.
- These include high-intent moments when users are in shopping mode or likely to act.
- AR marketing can bring those moments to the next level (conversions), given interactivity.
- It's also important to choose the right AR format, which is mapped from the goal setting.
- For example, web AR has reach and measurability while social lenses have virality.
- Another key step is monitoring performance and course correcting. Analytics are key.
- This utilizes tools like Google Analytics (web AR) and native platform analytics (social AR).
- These principles were applied to an AR campaign for the Wild Space mobile game.
- Results include an 80 percent conversion rate and 10.69 user actions per view
- The above are only a few examples; the full framework and steps can be seen in full below.
For more color and depth, see the full session below...
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