Marketing 0

Mixed Reality (MR)
In the field of three-dimensional user interface innovation, AR and
VR—or mixed reality (MR)—stand out as one of the most promising,
blurring the boundaries between physical and digital worlds. Since
the objective is to emulate human imagination, current applications
focus primarily on entertainment and gaming. But some brands have
already invested in MR to enhance the customer experience.
In AR, interactive digital content overlays the user view of the real-
world environments. Pokemon Go is a popular example of an AR-
based mobile game, where imaginary creatures appear to be near our
vicinity when seen through a mobile screen. The types of digital
content to overlay have evolved over the years, from mainly visual
graphics and sound to haptic feedback and olfactory sensation.
VR, in a way, is the reverse of AR. AR is like bringing digital objects
to the real world, whereas VR is like bringing you to the digital world.
VR typically replaces the user view with a simulated digital
environment. With headsets on, users can experience riding in a
rollercoaster or shooting aliens. To use VR, users can choose between
dedicated headsets such as Oculus Rift or phone-based headsets like
Google Cardboard. Game consoles from Sony and Nintendo also
offer VR devices as extensions.
The ability to mix both the digital and the real world is a game-
changer in marketing. It brings endless possibilities to deliver
engaging content marketing, mainly since MR is rooted in video
games. MR allows companies to embed additional information and
stories into their products in a fun and exciting way. In turn, it will
enable customers to visualize themselves not only seeing but using
the products. In a way, customers are now able to “consume” the
product even before deciding to buy it.

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The tourism sector uses MR to offer a virtual tour to encourage
people to visit the actual destination. The Louvre, for example,
provides a virtual experience for users wearing HTC Vive VR
headsets of not only seeing the Mona Lisa from close range but also
to explore stories behind the painting. Retailers use it to try out the
products virtually or to provide tutorials. IKEA, for example,
produces 3D images of their products and uses AR to help potential
buyers visualize how a piece of furniture fits in their homes. Lowe's
uses VR to train users step-by-step on DIY home improvement.
In automotive, for example, AR is extensively used by Mercedes-
Benz, Toyota, and Chevrolet in the form of a heads-up display that
overlays information on the windshields. Land Rover extends the
idea of the heads-up display by overlaying entire images of the
terrain ahead onto the windshield, creating the illusion of a
transparent car hood.
TOMS is an example of how VR is being used for marketing as well
as creating social impact. The company is famous for its policy of
donating one pair of shoes for every pair sold. With VR, TOMS
allows customers to experience what it is like to give the shoes to the
children in need.