The role of AR and VR in marketing experiences

 

Modern marketing is shifting from promotion to immersion. Brands aren’t just showcasing products, they’re creating experiences that engage and inspire. Augmented reality (AR) and virtual reality (VR) are leading this transformation, offering innovative ways to connect with audiences.

These technologies have become more than tools—they’re opportunities to build interactive digital marketing experiences that captivate customers. According to Statista, the global AR and VR market continues to expand, with revenues projected to surpass $40 billion in 2024.

This article explores how AR and VR in marketing redefine customer engagement, diving into their applications, benefits, and the challenges brands face in staying ahead.

What is marketing experience?

A marketing experience is more than a single touchpoint — it’s the collective impression a brand leaves on its customers. From the moment someone discovers a product to the interactions that follow a purchase, every element contributes to how people perceive and connect with the brand.

At its core, consumer experience marketing is about creating value beyond the product itself. Successful campaigns don’t just sell, they engage, delight and build lasting relationships. A strong digital marketing experience combines personalization, innovation, and seamless interactions across platforms, ensuring customers feel valued at every step.

For instance, brands that use technologies like augmented reality in marketing can enhance these experiences. AR allows customers to visualize products in their environments, making the decision-making process intuitive and engaging. Similarly, virtual reality in marketing enables immersive storytelling that leaves a lasting impression.

Delivering exceptional experiences also requires a focus on usability and design. From intuitive interfaces to seamless interactions, understanding the principles of great UX is essential for keeping customers engaged. To explore how strong UX design can elevate your marketing efforts, check out our article on how to create the best user experience: 10 tips for development.

How does augmented reality work in marketing?

Augmented reality in marketing takes customer engagement to a whole new level by blending the digital and physical worlds. Through AR-enabled apps, websites, or devices, brands can create interactive experiences that feel intuitive and engaging. But how exactly does AR transform marketing strategies?

At its core, AR works by overlaying digital elements — such as 3D models, animations or text — onto real-world environments through a screen, typically on a smartphone or tablet. This creates a unique, interactive layer that enhances how customers perceive and interact with products.

Key applications of AR in marketing

• Product visualization: AR lets customers “place” items like furniture, decor or even cars in their real-world spaces. IKEA Place, for example, allows users to see how furniture fits in their homes before purchasing.
• Virtual try-ons: beauty and fashion brands like Sephora and Warby Parker enable customers to virtually test makeup, glasses or clothing, removing uncertainty from online shopping.
• Interactive packaging: QR codes or AR triggers on packaging can unlock exclusive content, promotions, or gamified experiences, turning everyday products into marketing tools.

AR doesn’t just create a wow factor — it addresses practical concerns like indecision or the inability to interact with a product online. Brands using AR in digital marketing enhance trust, make shopping easier, and create a more personalized experience.

To learn how AR and other digital innovations can enhance customer journeys, explore our insights on customer experience as the new battleground in marketing.

Immersive storytelling with VR in marketing

Virtual reality (VR) is revolutionizing how brands connect with audiences by offering fully immersive experiences that captivate and inspire. Unlike traditional marketing formats, VR enables customers to step into virtual worlds, interact with products and engage with stories in ways that feel personal and memorable.

At its core, VR creates a sense of presence, transporting users into a carefully designed environment where they can experience a brand’s message firsthand. This makes it an ideal tool for storytelling, where emotions and engagement play a central role.

How brands are using VR for storytelling

• Product demonstrations: automotive companies like Audi use VR to let customers explore vehicle interiors, customize features, and simulate driving without stepping into a showroom.
• Brand narratives: travel companies, such as Thomas Cook, offer VR experiences where users can “visit” dream destinations, giving them a taste of what to expect.
• Event simulations: brands like Nike have used VR to recreate the excitement of live sports events, letting fans feel like they’re part of the action.

By placing customers directly into a story, VR marketing solutions build stronger emotional connections. It’s no longer about explaining a product — it’s about showing how it fits into a customer’s life or aspirations.

As VR becomes more accessible, brands are finding innovative ways to integrate it into their marketing experiences, creating stronger connections and leaving lasting impressions.

The benefits of AR and VR in marketing

The integration of augmented reality (AR) and virtual reality (VR) into marketing strategies offers brands opportunities to connect with customers in ways that were previously unimaginable. These technologies provide more than novelty — they deliver measurable advantages that enhance customer engagement and brand loyalty.

Key benefits of AR and VR in marketing

• Increased engagement: AR gamifies shopping experiences, like Pepsi’s AR-enabled bus shelters, where passersby saw digital surprises like UFOs or tigers interact with the real world, sparking viral interest.
• Enhanced personalization: luxury brands like Gucci use AR to let customers virtually try on sneakers or accessories, tailoring the experience to individual tastes.
• Stronger emotional connections: charities like TOMS use VR to transport viewers to remote villages, showcasing the impact of donations and building empathy through powerful visual narratives.
• Higher conversion rates: sephora’s AR-powered app allows users to test makeup virtually, increasing confidence in online purchases and reducing return rates.
• Brand differentiation: automakers like Volvo use VR to offer immersive test drives, setting themselves apart by showcasing their vehicles’ features in dynamic, memorable ways.

These benefits illustrate how AR and VR not only enhance creativity but also help brands effectively achieve their goals, whether it’s boosting engagement, driving sales or building long-term loyalty.

From dynamic outdoor AR activations to immersive VR storytelling, brands are finding innovative ways to leverage these technologies. As AR and VR continue to evolve, they’re becoming indispensable tools for creating marketing experiences that inspire and engage.

How to use AR and VR in a marketing campaign?

Incorporating AR and VR in marketing can elevate campaigns to new heights, but success requires careful planning and creativity. These technologies aren’t just about novelty—they’re tools for crafting engaging, memorable experiences.

Define clear objectives

What do you want to achieve with your AR or VR campaign? Whether it’s increasing brand awareness, driving sales, or improving customer engagement, defining your goals ensures the technology serves a purpose.

Understand your audience

AR and VR campaigns must resonate with your target market. For instance, AR might appeal to mobile-first shoppers who value practical tools like product previews, while VR could captivate gamers or event attendees seeking immersive experiences.

Select the right approach

The choice between AR and VR depends on your campaign’s focus. AR works well for tools like virtual try-ons or interactive packaging, while VR is ideal for storytelling or virtual tours. Brands can even combine both for hybrid experiences.

Explore the potential of AI-powered personalization

Modern AI, when paired with AR and VR, has the power to create personalized experiences that feel straight out of a science fiction movie. Imagine an AR shopping app that adapts its interface to match your preferences or a VR environment where users feel like Tony Stark in Iron Man, seamlessly interacting with virtual elements. To learn more about how AI can elevate personalization, check out our guide.

Promote across multiple channels

To ensure maximum reach, your AR or VR campaign should be promoted on various platforms. Social media, email and in-store activations are excellent ways to drive participation and traffic.

Monitor and refine

Measure key metrics like engagement, dwell time, and conversion rates to evaluate success. Use these insights to refine future campaigns and maximize impact.

By blending creativity, strategy, and cutting-edge technologies, brands can integrate AR and VR into their marketing efforts, crafting experiences that captivate audiences and deliver measurable results.

 

Marketing experience examples using AR and VR

The power of augmented and virtual reality is best demonstrated through real-world campaigns that showcase how these technologies create memorable marketing experiences. Here are three standout examples of how brands have successfully used AR and VR to engage their audiences:

Example 1: IKEA Place – augmented reality for smarter home design

IKEA isn’t just selling furniture — they’re helping people reimagine their homes. With the IKEA Place app, customers don’t have to second-guess how a sofa will fit in their living room or whether a table matches their style. By leveraging augmented reality in marketing, IKEA transforms the shopping process into a creative and inspiring journey.

Using the app, customers can point their smartphone camera at a room and virtually “place” 3D models of furniture. This interactive experience doesn’t just answer practical questions like dimensions and aesthetics—it sparks ideas. Suddenly, a boring corner becomes the perfect reading nook, or an empty wall transforms into a gallery space.

This isn’t just marketing; it’s empowerment. IKEA’s AR marketing innovation bridges the gap between imagination and reality, making home design accessible and exciting for everyone.

Example 2: Valentino Beauty – Transforming lipstick into an AR moment

How do you make buying lipstick feel like an event? Valentino Beauty answered this question with their AR-powered pop-up in New York’s Flatiron Plaza. Instead of simply showcasing their new Spike Valentino matte lipstick, they turned trying it on into a spectacle that blended technology, creativity, and personal expression.

Visitors were invited to stand in front of an “AR smart mirror,” which virtually applied different shades of lipstick to their faces in real time. With a single glance, they could explore bold reds, soft nudes, or daring purples — all without physically touching a product. Once they found their perfect match, they could print out a custom photo of their new look and purchase the lipstick on the spot.

But this wasn’t just about selling cosmetics. Valentino created a moment of self-discovery and fun, making customers feel like the stars of their own runway show. This augmented reality marketing campaign proves that technology can transform even a simple beauty purchase into an unforgettable experience.

Example 3: Pico x VRChat – reaching VR enthusiasts where it matters

VRChat has grown into a vibrant, socially-driven virtual world, known for its diverse avatars, immersive environments, and active community. Beyond its playful surface, VRChat has become a platform where brands can host events, advertise services, and promote products directly to engaged audiences.

During their Black Friday campaign, Pico leveraged VR marketing by placing advertisements in popular VRChat instances. The promotion featured the Pico 4 Ultra headset bundled with motion trackers, three VR games, and a one-month subscription to VRChat Plus. By targeting users already immersed in virtual reality, Pico effectively reached their core audience in a space that felt natural and relevant.

This campaign is a strong example of VR marketing solutions, showing how brands can use platforms like VRChat to connect with niche communities and enhance digital marketing experiences.

These examples demonstrate how AR and VR in marketing can deliver engaging and memorable experiences, setting brands apart while fostering deeper customer connections.

Challenges and future of AR and VR in marketing

While AR and VR in marketing offer exciting opportunities, their adoption isn’t without obstacles. Brands looking to integrate these technologies face several key challenges:

Challenges

• High development costs: creating high-quality AR and VR experiences requires significant investment in technology, talent, and infrastructure, which can be a barrier for smaller businesses.
• Limited accessibility: while AR is widely accessible via smartphones, VR adoption remains relatively low and is still popular primarily among enthusiasts.
• User learning curve: for some audiences, understanding and interacting with AR and VR can feel intimidating or unfamiliar, reducing engagement potential.
• Technical expertise: developing seamless AR and VR experiences requires skilled developers and designers, which may not be readily available to all brands.

Future Prospects

Despite these challenges, the future of AR and VR in marketing is incredibly promising:

• Growing interest in VR: although VR adoption has been slow, the release of Apple’s Vision Pro headset has sparked renewed interest in immersive technology. This, along with efforts from companies like Valve, Meta and Pico, suggests VR could soon enter the mass market, marking the beginning of a new era for virtual experiences.
• Integration with AI: AI advancements are set to enhance AR and VR experiences, making them smarter and more personalized. Imagine campaigns that adapt in real time based on user behavior.
• Expanding accessibility: with headsets becoming more affordable and user-friendly, both AR and VR are poised to become mainstream tools for engaging customers.
• Cross-industry innovation: beyond retail and entertainment, AR and VR continue to find applications in healthcare, education and real estate, further solidifying their importance.

As these technologies continue to evolve, brands have a unique opportunity to embrace innovation and redefine experience marketing on a larger scale, making virtual interactions a part of everyday life.

IM4U can create unique AR and VR marketing experience for your brand

At IM4U, we specialize in crafting AR and VR marketing campaigns that captivate audiences and drive real results. Whether you’re looking to enhance brand experience marketing with interactive AR or create immersive storytelling through VR, we have the expertise to bring your vision to life.

Our approach is tailored to your brand’s unique needs. We collaborate with you to develop innovative strategies that leverage the full potential of AR and VR, ensuring your message resonates with your audience. From ideation to execution, we handle every step, delivering campaigns that stand out in today’s competitive market.

Ready to transform your marketing efforts? Contact us today to explore how AR and VR can elevate your brand. Let’s create something extraordinary together.

Conclusion

Augmented reality (AR) and virtual reality (VR) are revolutionizing the way brands connect with their audiences. By offering immersive and interactive marketing experiences, these technologies help businesses stand out, foster deeper customer engagement, and deliver measurable results.

As AR and VR continue to evolve and gain traction, they’re shaping the future of experience marketing. Brands that embrace these innovations today will be the leaders of tomorrow, setting new standards for creativity and connection.

At IM4U, we’re here to help you harness the power of AR and VR to transform your marketing strategy. Let’s redefine what’s possible together.