“It’s the potential for all 30,000 fans in the stadium to participate in the same shared experience that’s contextual to where they are sitting within the facility,” he said.
hello@stagwellglobal.com
Stagwell and our partners at Infinite Reality teamed up at SXSW 2023 to explore the ways that fandom, technology and consumers are converging in immersive experiences, helping bring consumers closer to the sports, entertainment, music and games they love. Hear from leaders at United Masters, Napster, AFROPUNK and more about how the consumer imperative for more immersive experiences are shaping early entertainment and commerce in the metaverse. Stream episodes from the SXSW 2023 Podcast Lounge below.
– Alexis Williams, Chief Brand Officer, NA
What’s next in connection, community, and commerce for avatars, athletes and artists? Hear from Tracy Benson, CEO and Founder of Obsesh, Nova Han of Nova Han Productions, and Helix Wolfson, President of Metaverse Operations at Infinite Reality. Stream the episode.
How are creators and platforms envisioning the future of fandom and engagement in the metaverse and other immersive realities? Maggie Malek, CEO, MMI and John Rough, SVP, Enterprise for Untied Masters, discuss. Stream the episode.
VentureBeat’s Dean Takahashi, Jonathan Vlassopulos, CEO of Napster, and Animal Concerts Executive Producer, Music, Anthony Mazzo discuss how brands can connect with artists, music, platforms and communities in the metaverse. Stream the episode.
AFROPUNK founder Jocelyn Cooper and Shelby Larkin, Director, Global Partnership development at SoFi Stadium and Hollywood Park discuss diverse communities can benefit from the Metaverse. Stream the episode.
Augmented Reality, In the News, Tech, Thought Leadership
Apr 10, 2023
Talent & Awards
Apr 06, 2023
SXSW, Thought Leadership
Mar 28, 2023
By: Ray Day
We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking (fielded Jan. 27-29):
Today, 87% of Americans are concerned about the economy and inflation – up 1 point from last week and up from 82% in December.
Parents increasingly feel unsupported in the workplace and expect more childcare support from employers and the government, based on our new Parent Confidence Report with KinderCare.
For the fifth year in a row, most Americans (83%) say buying a home is a priority. Yet, in our latest survey with NerdWallet, high mortgage rates and a seller-friendly housing market prove to be obstacles – along with unrealistic home price expectations.
Turbulent market conditions and rampant inflation have forced investors to consider working after retirement, based on our survey with Nationwide.
Businesses might need to slow their roll when it comes to adopting AI tools like ChatGPT and DALL-E2, according to our latest study with AdAge.
In case you missed it, check out some of the thought-leadership and happenings around Stagwell making news:
As always, if helpful, we would be happy to provide more info on any of these data or insights. Please do not hesitate to reach out.
Thank you.
Augmented Reality, In the News, Tech, Thought Leadership
Apr 10, 2023
Talent & Awards
Apr 06, 2023
SXSW, Thought Leadership
Mar 28, 2023
hello@stagwellglobal.com
Technology is reshaping sports and sports marketing just as much as the players — from loyalty NFT plays to stadium-sized augmented reality experiences. We met with brand leaders on the ground at CES 2023 from the Los Angeles Rams, Minnesota Twins, and Samsung among others to talk about the emerging tech driving innovation and sponsorship opportunities across their properties. Catch their insights below and visit YouTube to see all of our CES 2023 Content Studio interviews with top brand and business leaders on the innovation agenda for the year ahead.
– Alexis Williams, Chief Brand Officer, NA and Fotoulla Damaskos, EVP, Strategy and Innovation, National Research Group
The Rams made history this Christmas with the world’s largest augmented reality snowball fight, presented in SoFi Stadium during the Rams-Raiders game. For the Rams, it’s all about innovation on an off the field – and how brand and technology partners can reinforce their exploration of new consumer experiences. Hear from Rams Chief Commercial Officer Jennifer Prince about how the team fuels its larger-than-life fan experiences.
A baseball team with an innovation accelerator? Yep. The Minnesota Twins want to bring always-on experimentation to the stadium, to help bring baseball into the 21st century. Hear from Chris Iles on the Twins’ mission to be the most innovative team in sport – and their experiments in AR, embodied audio, and spatial computing.
The Infinity Screen in SoFi Stadium is a behemoth 70,000 sq. foot digital display powered by Samsung – and just one of an array of dazzling digital out-of-home experiences Samsung helps support across sporting properties. Hear from Samsung’s Harry Patz about how advancements in screens are re-shaping in-stadium entertainment.
Augmented Reality, In the News, Tech, Thought Leadership
Apr 10, 2023
Talent & Awards
Apr 06, 2023
SXSW, Thought Leadership
Mar 28, 2023
hello@stagwellglobal.com
“We have the technology!” Now: what will your brand do with it? With CES 2023 in the rearview mirror, we’re looking to see how technology can provide outsized business results for CMOs while helping their brands transform society for good. The devices on the CES floor this year proved we’ll only see more convergence between marketing and tech transformation in the years to come.
Here’s what CES suggests about the year ahead for brand leaders:
More technology exists than ever before to ensure every digital touchpoint your consumer encounters conveys a consistent and authentic brand experience. Now it’s on CMOs and CTOs to collaborate closer than ever before, unleashing true connected brand experiences at scale. Wearable technology and ever-more-immersive entertainment experiences are opportunities to get this right – but challenges for brands who haven’t yet asked themselves: have you set a plan for unifying online and offline brand, marketing, product, and customer experiences?
AI is the tech darling of 2023, and for good reason. We’ve quickly seen it evolve from basic communication and assistance on tasks to understanding your routine, predicting your behavior, and getting you a C+ on your English paper. OpenAI and other lay-consumer-friendly tools will power an AI-knowledge revolution in 2023. But while AI is great for providing creative activation energy and can get you 85% of the way there, the last 15% requires the near-impossible-to-duplicate human element.
Brands and agencies will need to responsibly blend talent + technology together in 2023 to make AI an effective addition to the marketing tech stack.
From Stagwell’s own experiments in shared augmented reality, to new social platforms that let friends share content and buy and sell NFT art, brand experiences are starting to hinge on the ability to connect consumers to one another. Community is the new driver of commerce; look out for more brands using technology as a platform to create engaging, 3D and 360 marketing experience for more than one consumer.
Stagwell’s Content Studio returned at CES, delivering behind-the-scenes interviews with C-Suite execs at the world’s most ambitious brands on the trends and transformations they’re tracking at CES.
In this episode, Wells Enterprises Chief Commercial Officer Santhi Ramesh talks data anonymity, immersive experiences, and using robotics to drive automation with Stagwell President, Global Solutions, Julia Hammond.
Augmented Reality, In the News, Tech, Thought Leadership
Apr 10, 2023
Talent & Awards
Apr 06, 2023
SXSW, Thought Leadership
Mar 28, 2023
Los Angeles Rams and ARound Introduce the Next Generation of Stadium Augmented Reality, Sponsored by SoFi
ARound Expands Stadium-Wide AR With Addition of In-Venue Broadcast Integration on SoFi Stadium’s Infinity Screen, In-Home Fan Experience; SoFi Signs on as First ARound Brand Sponsor
LOS ANGELES and NEW YORK – Dec. 5, 2022 – The Los Angeles Rams are introducing a new fan-focused technology experience at the stadium and at home. Debuting at yesterday’s game, fans at SoFi Stadium were the first to experience shared augmented reality (AR) in an NFL game with the launch of ARound, a next-generation fan engagement platform designed to enhance gameday fun with live, real-world AR experiences, sponsored by SoFi, digital personal finance company and SoFi Stadium naming rights partner. First launched in August with the Minnesota Twins, ARound expanded its platform to include in-venue broadcast integration as well as an at-home AR experience.
ARound, part of the Stagwell Marketing Cloud, uses 3D spatial computing to localize content to individual users throughout the venue, enabling SoFi Stadium’s 70,000 attendees to see the same real-time 3D effects and participate in the same shared experiences. Using the ARound Stadium app, fans point their smartphone at the field to open up a universe of AR effects, interacting with the physical venue and fellow fans in real time. ARound and the Rams have taken shared AR several steps further through new fan experiences custom to the Rams and to the NFL:
“We are thrilled to team with ARound and SoFi to incorporate AR into gamedays at the Rams House in unprecedented ways,” said Marissa Daly, VP & GM, Los Angeles Rams Studios. “This experience is a continuation of the game-changing ways we’ve partnered with SoFi at SoFi Stadium and across Los Angeles to elevate the fan experience on gamedays and beyond.”
“Fans come to the stadium to feel closer to the game, to the players, and to other fans. We developed ARound to enhance those feelings through highly immersive and interactive AR experiences that complement the action on the field,” said Josh Beatty, founder and CEO, ARound. “And with products like Apple and Google AR Glasses already in development we’re excited to open up the living room to blended TV experiences we know are the future of broadcast entertainment.”
“At SoFi, we pride ourselves on being at the forefront of innovation to create seamless experiences for our members, all while fulfilling our mission of helping our members achieve financial independence,” said Lauren Stafford Webb, CMO, SoFi. “We are proud to sponsor ARound’s first-of-its-kind technology for Los Angeles Rams fans at the iconic SoFi Stadium to make their experience even more spectacular.”
Journalists interested in covering the Rams launch can access the press kit here.
About ARound
ARound is a first-of-its-kind stadium-level shared augmented reality platform and is part of the Stagwell Marketing Cloud, a proprietary suite of SaaS and DaaS solutions build for the modern marketer. ARound keeps audiences engaged by capturing their attention through immersive, interactive and shared experiences with fellow fans across the venue. Where other AR products offer isolating, singular experiences, ARound’s massive multi-user AR – which uses 3D spatial computing to localize content – redefines what it means to be part of a connected fan experience. It was the winner of Stagwell’s annual innovation competition which invests in new product ideas proposed by the network’s 13,000+ employees. ARound and the Stagwell Marketing Cloud are a part of Stagwell (NASDAQ: STGW), the challenger network build to transform marketing.
About Los Angeles Rams
The Los Angeles Rams – Los Angeles’ original professional sports team and Super Bowl LVI Champions – stand as one of the oldest franchises in the National Football League and since its founding in 1937, have garnered four World Championships and sent 30 of its members to the Pro Football Hall of Fame. As a professional sports team, the organization is committed to be a valuable civic partner and serving the greater Los Angeles area 365 days a year. The Rams play their home games at SoFi Stadium, which is located at Hollywood Park, a 298-acre sports and entertainment destination being developed by Los Angeles Rams Owner/Chairman E. Stanley Kroenke in Inglewood, CA.
About SoFi
SoFi helps people achieve financial independence to realize their ambitions. Our products for borrowing, saving, spending, investing and protecting give our over four million members fast access to tools to get their money right. SoFi membership comes with the key essentials for getting ahead, including career advisors and connection to a thriving community of ambitious people. SoFi is also the naming rights partner of SoFi Stadium, home of the Los Angeles Chargers and the Los Angeles Rams. For more information, visit SoFi.com or download our iOS and Android apps.
Augmented Reality, In the News, Tech, Thought Leadership
Apr 10, 2023
Talent & Awards
Apr 06, 2023
SXSW, Thought Leadership
Mar 28, 2023
Maury Brown,
Forbes
hello@stagwellglobal.com
It largely flew under the radar on Monday when the Minnesota Twins announced that they had launched ARound – what is believed to be the first shared augmented reality application for live sports – for use at Target Field. While a first, the pilot app could open the door to either value-add traditional sponsorship deals, or open avenues for new sponsors. If the application gains traction, it could create a land rush for not just the other 29 clubs in Major League Baseball, but across the sports property landscape.
ARound is part of Stagwell, a publicly traded high-tech company, that will allow fans to aim their phones at Target Field during lulls in the action, and play games with others at the ballpark. Targeted largely to a younger audience, the concept is not too dissimilar from augmented reality games you may have seen at the movie theater before the previews as part of Noovie. The difference here is it’s not just a single user, but many within Target Field. Apps that will be made available include as BatterUp, Blockbuster, which the Twins and the developers showed me as users throwing digital items at towers and knocking them down, and a game called Fishing Frenzy. Josh Beatty, the founder and CEO of ARound as well as Chris Iles, the Twins’ senior director of brand experience & Innovation talked to me about the rollout that has been in the works for a little over a year.
“What I think Josh has built has some real power and some real legs, because it is able to be aware of everyone around you that is using the app at the same time, creating a shared experience and creating some context around an event that frankly has never been done before,” said Ilse. So that excited me and the Twins as it had never been done before.”
Beatty informed that no user data is collected. No one goes through a sign-up process to use the app. And that the infrastructure is large enough to support tens of thousands of users.
Which gets one thinking? Besides entertaining kids with games and keeping them in their seats, what other value does the app have from a business perspective?
For one, the idea that other types of use cases could be created within the platform. Both Iles and Beatty mentioned that it’s possible to create an experience in which player stats could hover over a player in real-time or other ways to engage the dedicated baseball fan in attendance.
But what seems most intriguing from a business standpoint is that while the initial rollout is skinned as just gameplay for a younger demo, it is fully capable of having the games be skinned in a way that monetizes it.
Ilse and the Twins see the platform as a way to create closer connections to the people and places. “One thing we realized is that you kind of have to have a big audience to make that happen,” said Iles adding that the Twins were receptive from the first conversation, understanding that this is a technology that has a place as value to be added to the ballpark experience.
“To the teams, the fans, and the sponsors,” it adds to sports entertainment.
It’s here that Twins may be hitting on something that is more than just adding to the game experience, but opening up new avenues to the bottom line: sponsors.
The initial rollout is not skinned with any sponsors, but Beatty said that the design of the apps for the Twins takes that in mind.
“I would say [the platform] is tailor-made for sponsorship,” said Iles. “We are launching this sponsor agnostic because we do want to have a clean test of the technology to see how fans interact with it. I’ve always thought that before you can add the sponsorship component you need to show it as it is and let potential sponsors see it the same way. So, we need to prove this thing out. But we feel that it will work well for our sponsors.”
Likely, a shared AR app at the ballpark is not going to garner huge returns in the sponsorship space initially. But it largely depends on other applications that are developed in the future. It either becomes an additional way to activate sponsorship in a larger deal for a client, or brings in new sponsors. Either way, the Twins are hitting on an untapped revenue stream.
For Stagwell, the technology isn’t limited to just at the ballpark. After all, games can be watched through traditional television and streaming.
“Not only are we looking to enhance the in-stadium experience, but with our technology, we can actually bridge this to the at-home viewer as well,” said Sarah Arvizo of Stagwell. “We can bring all the things that are happening with the AR platform in the stadium to their coffee table. And so as they are watching a game, they can have that energy and excitement that is in the stadium, but take that with them wherever they go.”
Augmented Reality, In the News, Tech, Thought Leadership
Apr 10, 2023
Talent & Awards
Apr 06, 2023
SXSW, Thought Leadership
Mar 28, 2023
Gita Sitaramiah,
Star Tribune
hello@stagwellglobal.com
There will soon be one more reason to check your smartphone between pitches at Minnesota Twins games.
The Twins are introducing an app called ARound that will depict promotions and games to smartphone users at Target Field. The effort is believed to be the first use of augmented reality at a live sports venue.
Major League Baseball teams, including the Twins, have been upping the promotions and experiences in recent years as they face dwindling attention spans for the average three-hour games.
“We know the die-hard fans are buying their tickets and we know they’re bringing younger fans with them that are not necessarily following every pitch, every stat,” said Chris Iles, senior director of brand experience and innovation for the Twins.
“This is one of the latest iterations that we’re using to really attract that younger, more diverse fan and bring them into baseball,” he said.
Unlike virtual reality, which creates a totally artificial environment, augmented reality users experience a real-world environment with generated perceptual information overlaid on top of it.
ARound, part of the New York-based Stagwell digital marketing company, uses 3-D spatial computing to localize content to individual users throughout the venue, enabling Target Field attendees to see the same real-time 3-D effects and participate in shared experiences.
Using the ARound app, fans point their smartphone at the field to open up a universe of multi-user augmented reality games such as BatterUp, Blockbuster, and Fishing Frenzy — all designed to be played by interfacing with the physical ballpark and fans in real time.
The Twins aren’t initially paying for the app. Both the Twins and ARound see potential for sponsorship and add-on opportunities to generate revenue.
“People are coming to the ballpark to feel closer to the game, to other fans, to the players, and what we’re doing is removing all the barriers where people can interact with fellow fans, with the produced experiences by the Twins, see the player become larger than life, see relevant statistics,” said Josh Beatty, founder and chief executive of ARound.
Initially, the app will be more geared to the casual fan. Future versions will be aimed at avid baseball enthusiasts.
Iles said what really intrigued him about the ARound app is that it creates a shared experience.
“It’s the potential for all 30,000 fans in the stadium to participate in the same shared experience that’s contextual to where they are sitting within the facility,” he said.
Augmented Reality, In the News, Tech, Thought Leadership
Apr 10, 2023
Talent & Awards
Apr 06, 2023
SXSW, Thought Leadership
Mar 28, 2023
Torey Van Oot,
Axios
hello@stagwellglobal.com
Target Field will look a little different to some phone-toting fans at future games.
What’s new: The Twins recently debuted a first-of-its-kind partnership with an augmented reality (AR) platform that allows attendees to play games and unlock special content tied to what’s happening on the field.
Between the lines: The app is one of several of MLB-wide efforts to attract — and engage — a broader fanbase amid an ongoing slump in ticket sales.
How to play: Download the ARound app. Once you arrive, point your phone at the field and see what happens.
Augmented Reality, In the News, Tech, Thought Leadership
Apr 10, 2023
Talent & Awards
Apr 06, 2023
SXSW, Thought Leadership
Mar 28, 2023
Originally released on
ARound’s Stadium-Level Technology Signals Opportunity for Sports Teams, Entertainment Venues and Brands to Transform the Fan Experience
MINNEAPOLIS and NEW YORK, Aug. 22, 2022 /PRNewswire/ — Today, the Minnesota Twins announced the public launch of ARound, a first-of-its-kind stadium-level shared augmented reality (AR) platform, at Target Field in Minneapolis. This first-ever experience in a live sports setting keeps audiences engaged by capturing their attention during game downtime through immersive, interactive and shared experiences with fellow fans across the venue.
ARound, part of Stagwell (NASDAQ: STGW), uses 3D spatial computing to localize content to individual users throughout the venue, enabling Target Field’s 40,000 attendees to see the same real-time 3D effects and participate in the same shared experiences. Using the ARound app, fans point their smartphone at the field to open up a universe of multi-user AR games such as Batter Up, Blockbuster, and Fishin’ Frenzy – all designed to be played by interfacing with the physical ballpark and fellow fans in real time.
“We’re excited to introduce our fans to this never-before-seen technology as we continue to evolve and enhance the Target Field experience,” said Minnesota Twins Senior Director, Brand Experience & Innovation Chris Iles. “Part multi-player video game, part augmented reality, with the ability for future expansion into an interactive next-gen stats platform, we believe what we’ve built with ARound will provide fans a next-level experience available only at Target Field.”
“Current AR platforms isolate users in singular experiences. ARound believes massive, multi-user AR enables a host of creative opportunities to redefine what it means to be part of a connected fan experience,” said ARound Founder and CEO Josh Beatty. “Be it a player, a mascot, a brand, a play or even another fan, ARound captures people’s attention and brings them closer to what’s right in front of them – during times they might otherwise be unengaged and on their phones – turning distraction to interaction and enhancing their overall experience.”
Fans can see and interact with real-time content led by action on the field, such as after homeruns, mascot races, or when the Twins take the field. During natural downtime, users can compete against their friends or fans in other sections to see who can knock down the most virtual blocks in the real-life outfield by throwing virtual baseballs or hot dogs at the structure.
“Shared augmented reality is the next frontier that sports teams, brands and other organizations should adopt as they look for ways to engage their audiences,” said Stagwell Chairman and CEO Mark Penn. “At Stagwell, we don’t just talk about the next frontiers of marketing and technology – we build them, and support founders through their growth.”
ARound was the winner of Stagwell’s annual “Shark Tank” innovation competition which invests in new product ideas proposed by the network’s 13,000+ employees. ARound is part of the Stagwell Marketing Cloud, a proprietary suite of SaaS and DaaS tools built for the in-house marketer, spanning campaign ideation to activation and analysis. Products within the cloud include PRophet , a predictive AI platform for PR professionals; Koalifyed, an end-to-end influencer management platform; the Harris Brand Platform, delivering competitive brand intelligence; and more.
Journalists interested in covering the launch can access the press kit here.
Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.
The Minnesota Twins are a Major League Baseball team competing in the Central Division of the American League. The franchise has been a staple of the Minnesota sports and philanthropy scene since moving to the state in 1961. In addition to two World Series titles (1987 and 1991), the Twins have won 12 Division Championships (1969, 1987, 1970, 1991, 2002, 2003, 2004, 2006, 2009, 2010, 2019 and 2020) and three American League pennants (1965, 1987 and 1991). Since 2010, the Twins have played their home games at the award-winning Target Field in downtown Minneapolis. In addition, the Minnesota Twins Community Fund donates more than $1 million annually to benefit youth baseball and softball across Twins Territory. For additional information on the Minnesota Twins, please visit: twinsbaseball.com.
Media Contacts:
Minnesota Twins
Matt Hodson
MattHodson@twinsbaseball.com
ARound
Sarah Arvizo
pr@stagwellglobal.com
Augmented Reality, In the News, Tech, Thought Leadership
Apr 10, 2023
Talent & Awards
Apr 06, 2023
SXSW, Thought Leadership
Mar 28, 2023
Rico Cipriaso, SVP, Digital Strategy and Transformation
and Eric Ong, VP, Technical Director, Concentric Health Experience
AR and mixed-reality are powerful tools for enhancing visualizations for patients and providers in healthcare marketing.
More immersive digital experiences can drive empathy, helping accurately model experiences and expected outcomes.
Scaling AR experiences to platforms consumers actively engage with is the top executional barrier for today’s brands.
Healthcare brands are ripe for the AR and mixed-reality revolution.
Everyone frets about their health. For someone newly diagnosed with a mispronounceable disease, picking up a prescription from the pharmacy for the first time is the culmination of multiple steps of worry, research, and grappling with challenging content. The pill or injection they receive is a reminder of hope and the possibility of a positive outcome. What if we could reinforce that hope with an experience that truly brings to life the sources of life-changing solutions?
Imagine: a routine scan from your mobile device at the start of your treatment unlocks a window into information about the disease, expected outcomes, and the support you need to get through it. With augmented and mixed-reality, healthcare brands have an opportunity to create dynamic visualizations for patients and providers that arm them with the education to drive better experiences and empathy to drive positive outcomes. AR/VR will help enhance both B2B and B2C efforts.
Imagine: a routine scan from your mobile device at the start of your treatment unlocks a window into information about the disease, expected outcomes, and the support you need to get through it.
Precision and depth of understanding are essential for healthcare practitioners. With AR and mixed-reality, these professionals’ learning tools can be enhanced with more multi-spatial visualizations of the body, cell and chemical interactions, and more, giving providers the confidence to act decisively in treatment.
We’ve seen that spirit extend beyond university and medical school settings; throughout the COVID-19 pandemic, public health professionals and medical influencers collaborated on mobile AR data visualization to help people better make sense of the large amounts of evolving COVID-19 data. Applying simple AR layers to social content can help bring life to flat charts with 3D animation, ultimately driving a more digestible and interactive educational experience.
We know emotional appeal is the magic sauce of good marketing. Enabling more immersive healthcare brand experiences in B2B and B2C with mixed-reality can give brands the tools to emulate patients’ experiences, model the impact of new drugs, products, and services, and help translate patients’ lived experiences. In our award-winning work for Sunovion, we leveraged VR to bring Lonhala Magnair’s in-person, interactive “Room to Breathe” to more healthcare providers. We rendered the home of a user of the drug in VR to showcase how each room of the house reflects the product’s unique features, including nigh silent administration, quick nebulization time, and convenient audiovisual feedback. The campaign grabbed the attention of prospective targets in an eye-catching way and helped place them in the patient’s shoes.
These mixed-reality approaches can also arm those suffering from chronic health ailments with tools for better communicating their needs and experiences. Excedrin’s 2016 Migraine Experience VR campaign used mixed-reality to model the audio, visual, and spatial effects a migraine can have on a patient, adding an experiential layer that helped drive added empathy. Their effort went beyond the VR headset experience to include a mobile app version that let anyone share the experience with loved ones. With the world returning to the office from remote work, healthcare brands will have many opportunities to generate compelling mixed-reality content about navigating and advocating for support in this evolving health environment.
Finally, B2B healthcare marketers exhibiting at trade shows can integrate mixed-reality into their product demonstrations and showcases to enhance the persuasive element of their presentations.
Exciting possibilities await healthcare brands with mixed-reality, but executional barriers remain, from closed Martech platforms that don’t yet allow AR or VR executions to the difficulty of getting mixed-reality experiences into the hands of target audiences. Rolling out an AR or VR experience now often means introducing a new platform to consumers – and we know consumers find difficulty in leaving an already-familiar walled garden. As a result of this, while the idea behind an experience may be great, brand efforts end up shifting from building more engaging experiences to solving the issue of sourcing new products and tech solutions to make mixed-reality. Realistically, brands will need to create these experiences on apps and platforms their consumer bases already engage with, or the bar is high for scaling adoption.
The good news: more investment in mobile mixed-reality makes this a ripe time to experiment with these new digital marketing tools to ensure your brand is prepared to leverage emerging mediums of storytelling and consumer connections.
Now is the time to stretch your creative possibility and think beyond a standard deliverables list to envision impact first. Being able to experience healthcare solutions is more potent than simply knowing about them – how can you use mixed-reality to drive more effective marketing?
Second, seek partners that understand the current martech landscape and are committed to exploring how newer storytelling mediums unlocked by emerging technology integrate into omnichannel marketing efforts. Be critical about whom you work with: they should be conversant in the potential of mixed-reality while nursing a healthy skepticism for the tactics needed to scale consumer adoption.
This leads to our final advice: always ask your mixed-reality partners to develop to plan and allocate funds for extensive testing. Because of the high engagement barrier inherent in these solutions, you want to ensure your brand comes to your customers with a fine-tuned, new and expansive way of telling your story, absent any kinks in the user experience.
Investments & Financials, Press Releases
May 09, 2023
Investments & Financials, Press Releases
Apr 10, 2023
Investments & Financials, Press Releases
Mar 02, 2023