14 Jan 2022 | Mike Boland
AWE Talks: Unity Unlocks Immersive Brand Marketing
Augmented Reality

Welcome back to AWE Talks, our series that plucks the greatest hits from the vast AWE conference archive. Fortunately, we now have a fresh batch of session footage from AWE USA 2021 to draw from. And 2022's show will already be here in June. 

For this week's talk, we highlight a fireside chat with Unity, Media Monks and Publicis. What are they doing to create immersive brand marketing that boosts performance over traditional methods... and what are lessons, takeaways, and best practices?  

See the full video below along with TLDR (or TLDW) quick-hit takeaways.

– Unity's Tony Parisi reminds us that we're all at AWE to see cool things: AR, VR, ML, etc.
– But these technologies are "not the thing... they're the thing that gets you to the thing."
– In other words, they're a means to an end, and we shouldn't lose sight of the end. 
– That end is different for various XR end-users and stakeholders across consumer and enterprise.
– That brings us to consumer brands... what are they trying to accomplish with immersive marketing?
– In that light, AR marketing shouldn't be viewed as just a cool thing to do and discuss at dinner parties.
– It should rather be positioned towards achieving real brand goals, such as boosting sales or awareness. 
– When viewed, positioned, and deployed with that mindset, AR can be most successful for brand marketers. 
– Another aspect to AR marketing is it's sometimes seen as an obtrusive or insidious thing in XR circles.
– But rather than these "Hyper-Reality" like visions, the goal is to uplevel brand presence, storytelling and relationships.
– Media Monks and Publicis are pushing the limits of how that's done, including brands from Lady Gaga to Intel. 
– See the video below for more brand examples and mini-case studies for AR marketing best practices. 

  Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.  


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