Virtual reality has garnered its fair share of media coverage lately. However, mixed reality and its virtual layer of information has been much better positioned as a long-term technology to change the way BTL industries and agencies will create user experiences in the future.
What Is Mixed Reality?
Mixed reality is a combination of augmented reality (AR) with virtual reality (VR). This technology allows the interaction of real objects or people with virtual ones.
One example of mixed reality is 3D holograms. It is not required to use glasses, helmets, or any other portable technology for the experience to unfold before the eyes. This makes them a powerful tool not only for communicating product details, but also for taking advantage of scarce human attention.
Holograms allow a visual experience to several people of a product at the same time. This feature has the ability to stop passersby in their tracks. When they see the animated content layer on top of a real object it causes them to take a closer look. This translates into more time in front of the product, as well as a greater commitment to the story that unfolds. These are building blocks for converting viewers into customers.
In fact, imagination and the nature of the message are the only limits to creating great content in mixed reality.
The continued evolution of traditional advertising towards innovative technological experiences is creating significant growth in opportunities for a new type of customer engagement to emerge.
Especially beyond the world of online shopping, technology is playing an increasing role in the physical shopping environment. Currently, most brands seek to use experiential elements and effective storytelling in corporate events.
This new era of sales knows no borders, as the barriers between the layers of reality dissolve and traditional thinking about the shopping experience disappears. This gives way to mixed reality solutions as a key driving force and creates new opportunities to build customer relationships.
Stringnet, a BTL agency, uses mixed technology in corporate events to attract the attention of attendees and convert them into customers.
If you have any questions about our interactive solutions, don’t hesitate to contact us.
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