Immersive Innovation: Redefining Brand Engagement & Event Experiences

Immersive experiences have become a transformative force in the realms of brands, events, and weddings, redefining the way audiences engage with and perceive these occasions. Brands are increasingly leveraging immersive technologies, such as virtual and augmented reality, to create captivating narratives that transcend traditional marketing boundaries. Events and weddings, once confined to physical spaces, now embrace immersive elements to craft unforgettable moments for attendees.

These technologies not only enhance the overall experience but also bridge geographical gaps, making events more inclusive and accessible to a global audience. As brands, event planners, and couples embrace the potential of immersive technologies, the landscape of marketing, events, and weddings evolves into a dynamic, interactive space that breaks barriers and fosters deeper connections.

Everything Experiential speaks to industry veterans about the way immersive experiences have evolved in terms of usage from the brand, events and weddings perspective; implementing immersive technologies in making inclusive and accessible brand, event and wedding experiences and more.

Evolution of Usage of Immersive Experiences

At a very basic level we have seen the use of torches on mobile phones in concerts involving thousands of people for a while now. And Arpita Gandhi, Co-founder & Director, Weddingline Events & Hospitality believes that if that can create a sense of unison, imagine the wonders it can do to create a connect with smaller audiences. “Families today are looking at creating experiences where guests are all in, a personal connection no matter how small keeps the guests involved in the essence of the celebrations and it then ceases to be just a two-day party. Immersive experiences now create the very base of how memorable an event or celebration will be.”

Sanjay Bhutani, Country Manager, Bausch & Lomb India understands that immersive experiences redefine brand and the consumer interactions, enabling storytelling, personalised engagements, and multi-sensory experiences. “Through VR, AR, and experiential marketing, brands forge deep emotional connections, differentiate themselves, and foster lasting loyalty in today’s competitive markets,” he points out.

Over the last decade or two is that immersive experiences have become an integral part of a brand marketer's toolkit. Earlier immersive experiences were really about when you went to a cinema, or where you went to a place, you got a few brand nudges, maybe you did some sampling, you experienced a brand.

Lloyd Mathias, Business Strategist and Independent Director thinks now it's more holistic. “Brands build properties to go with their target profile, to shout out some of the things they do. For example, a brand that's into adventure, like a cycle brand or a brand like Mountain Dew, they will do an adventure sports festival. I think brands have learned to build properties around some of their core features, and therefore it's become far more integral to the marketing process.”

He goes on to say that the second addition is that a lot of brands have added a technology dimension today. “Thanks to augmented reality and virtual reality, a brand can actually bring that experience to you virtually on your computer screen. It's also when you're not physically present. So, I think that's really made immersive experiences now a much bigger part of marketing. And also they recognise that in an attention deficit world, it is a good way to build on your brand's reputation and experience.”

Creating More Inclusive and Accessible Experiences

“Thanks to technology, I think today immersive experience technology has become a leveller. You don't have to be paying big bucks to go and experience a brand only in a large format. Event technology has made it far more accessible to a large amount of people, making it more inclusive, making it more accessible to a large number of people. And how does that happen? As I said, even if you go to a kiosk in a mall, you can actually experience a kind of brand immersive moment. I think effectively, technology has made the cost of creating immersive experience far more affordable.

Earlier, they were all large, big budget items. It was actually about literally creating a large scale event. And today, in a lot of small ways, people can experience and can get into an immersive thing. And technology, AI, AR and VR and have played a huge role in that. That's become much more affordable and therefore much more accessible,” Mathias brings out.

He further adds that it's not just the price point; it's more than that. “Like I said, consumers expect a brand to now woo them in a far more evolving manner than earlier. Earlier, it was largely through television and such. But like today, because we have so much of media at us, whether it's digital, social influence, marketing, I think until we actually get immersed in the brand spirit, people don't tend to have long memories of the brand. So I think it's more than just the price; it's also the fact that consumers who have now been exposed to so many different marketing inputs, they are seeking out experiences that are slightly attuned to their lifestyles and that are more suited to them, which is more customised.

So I think ability to customise experiences has made a big difference today. When brands reach out to you, it's not like a dear sir, dear madam, it's very often customised. They know your likes, they know a lot of your digital habits, so they're able to build around that.”

Gandhi recollects that there was a time when animations were done frame by frame by hand drawn sketches in the form of flip books and then technology took over to amplify manifold the creative ability of the human mind. “Look where we are on that front today. Similarly, in events or weddings, using technology tools be it AI to create design boards that represent YOU or providing a virtual event venue that allows couples to experience their own wedding set ups even before it physically exists to VR and other digital content that has the ability to transport guests to a jungle safari while in a four walled banquet space, immersive technology is redefining experiential every step of the way. Technology, if used well, has the ability to take over our primary senses of sight and sound and transport us into an alternate realm, wedding planners like us play on the rest to ensure our guests stay there by catering to the others through exquisite food, florals and fragrances.”

Reiterating from a brand’s point of view, Bhutani states, “Immersive technologies foster inclusivity by offering customisable interfaces and alternative engagement methods, accommodating diverse abilities and preferences. Virtual environments break down physical barriers, providing access to brand experiences for individuals with disabilities and transcending geographical limitations for broader participation.”

Immersive Experiences which Stand Out

When everyone wants to take the ‘immersive experience’ route, the question is, what truly makes a brand/an event/a wedding stand out from the immersive experience point of view?

As per Bhutani, “Amidst the immersive experience trend, brands stand out by prioritising authentic storytelling, emotional resonance, and genuine connections, fostering loyalty beyond technological novelty. It's the meaningful interactions and relevance that leave lasting impressions amidst the immersive landscape.”

Mathias contemplates that what makes an experience stand out is if it is totally in keeping with the personality of the brand. “So if you create an experience, for example, if it's, let's say, a product like Mountain Dew. Now, since a lot of what they talk about is adventure sport, if the experience is around adventure sport, whether you actually do bungee jumping or you actually go through augmented reality of experiencing the thrill of doing something adventure led, it works better. So, brands have to learn to believe that experiences have to build into the brand.

Another good example, I would think, was what Coke Studio did many years ago, and they continue to do so. Coke plays a good role in bringing happiness into people's lives. But Coke Studio had a nice, interesting music take on it. I think the idea is the moment you get deeper involved and it plays from the soul of the brand, it leaves a much better taste.”

For Gandhi, an immersive experience is one that indulges all your senses, awakens the inner child in you and evokes an emotion. “It’s like walking into a room and feeling the details without even realising that you are noticing them. That could begin with customisation at the food and beverage level by asking people their favourite drinks during RSVP, transporting them to a space you want them to be in for instance using sea salt incense to recreate a beach side or using technology tools like the VR glasses for an immersive invitation story. What will make it stand out is how well the creative idea is weaved through the fabric of the couple or family hosting them.”