Category
Lifestyle
Assisted Choices
Trend cluster
Category
Festive
Immersion
Stores bring holiday campaigns to life through AR and VR experiences.
3.4
Trend score
Trend
What is the Festive Immersion trend?
Festive Immersion: As brands aim to create memorable interactions with consumers throughout the holiday season, many are turning to augmented and virtual reality technology in order to bring festive campaigns to life. Whether to introduce individuals to the lifestyle vision of the brand or to familiarize them with new products, such applications of VR and AR seek to provide unexpected delight to the brick-and-mortar shopping experience. Overall, these experiences help the campaign message resonate with consumers on a more meaningful level and add value to in-store visits.
Trend themes
Themes within the Festive Immersion trend
Three behaviours holding the trend together01
AR/VR Festive Campaigns
Brands are utilizing AR and VR tech in order to create memorable interactions with consumers throughout the holiday season, in turn providing unexpected delight to the brick-and-mortar shopping experience.
02
In-Store Immersive Experiences
Virtual and augmented reality experiences are being creatively used by brands to bring campaigns to life in-store, adding value to physical visits and driving face-to-face traffic.
03
AR-Powered Holiday Events
AR-powered events and activations are being used by brands to engage consumers in entertaining ways, and to introduce them to the technology while complementing the holiday campaign.
Industry implications
What the Festive Immersion trend means for industry
Where the trend changes the playbookFor
Retail
Retail businesses can leverage AR/VR technology to create interactive, immersive and memorable festive experiences for their customers, potentially driving foot traffic and sales.
For
Entertainment
AR and VR technologies offer businesses in the entertainment industry ways to provide unique experiences and enhance their offerings, such as virtual reality Santa visits, festive VR dining experiences, and holiday AR events.
For
Marketing & Advertising
Brands and agencies looking for disruptive innovation opportunities can consider using AR, VR, and other emerging technologies to create unforgettable campaigns in order to engage consumers and increase brand recognition.
Workshop question
If you had to create an AR or VR experience to bring your brand, to life what would that look like?
Trend signals
Trend signals for Festive Immersion
Trend score 3.4 out of 10, from popularity 58%, activity 36%, freshness 8%.
Popularity58%
Activity36%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Festive Immersion trend
4 featured examples from Oct 24, 2015 to Jan 12, 2016CategoryBusiness
Virtual Reality Santa Visits
The JCPenney VR Santa Experience is Driving In-Store Traffic
Retailers can utilize immersive VR experiences to increase customer engagement and drive foot traffic to physical stores.
CategoryMarketing
In-Store Holiday AR Events
Tesco Mobile Ireland Hosted an In-Store Holiday AR Experience
Disruptive innovation opportunity exists in integrating technology, such as AR, into physical retail spaces to create unique and interactive shopping experiences.
CategoryMarketing
Indoor Sledding Stunts
North Face's Dog Sledding VR Experience Launches a Real-Life Race
The outdoor apparel industry can utilize experiential marketing and virtual reality to showcase their products in action, inspiring consumers to make purchases and fueling brand l…
CategoryLifestyle
Festive VR Dining Experiences
TGI Fridays' Holiday Experience Transports Diners to the Arctic
Restaurants can revolutionize the dining experience by incorporating virtual reality technology, attracting tech-savvy customers looking for innovative and immersive experiences.
