Immersive Advertising through Co-Creation: Lessons from the Visitor Economy

Summary

Immersive advertising leverages technologies like virtual reality, augmented reality and the metaverse to create engaging and multisensory experiences for users. This study explores how these technologies can enhance customer engagement and drive purchase intentions by providing vivid mental imagery and interactive experiences. By integrating physical and virtual realms, businesses can create seamless customer journeys and maximize value creation.

The study highlights the effectiveness of immersive advertising in the visitor economy, using examples from the Coachella festival and Emirates Airline. These case studies demonstrate how immersive technologies can attract and engage audiences, ultimately converting virtual interactions into real-world purchases.