How Brands Can Use Digital Tools For Audience Engagement

How Brands Can Use Digital Tools For Audience Engagement
Advertising

A PSFK research paper takes a look at brands and organizations using digital tools, like VR and AR, to boost customer engagement

PSFK
  • 11 january 2018

PSFK researchers are looking at how brands and organizations can use digital tools to increase customer and audience engagement. Through the functional usage of VR and AR, AI chatbots and other technologies, brands can streamline their messaging and make customer experiences more enjoyable.

What this means is that brands, including non-profits, are creating immersive experiences that are allowing users to engage in first-hand storytelling and improving the brand’s relationship with customers while introducing them to a new point of view—a trend that we are referring to as “Empathetic Engagement.” Here are a few examples of projects that are already hitting this nail on the head:

RBC 
Royal Bank of Canada developed an interactive virtual reality experience that allows clients to experience the benefits of the rewards in a tangible way while making their redemption decisions. Clients can take a virtual trip to a tropical beach, golf course or dream kitchen. Once immersed in the environment of their choice, they are presented with a carousel of related products where they can select a product which then ‘floats’ towards the user and provides a 360-degree view. All the products featured are available to RBC clients for redemption using RBC Rewards points.

United Nations 
The UN’s newest “Not a Target” ad campaign uses Facebook’s Camera Effects Studio Tool to invite civilians and aid workers in conflict areas to record and share their stories on the ground. The campaign lets users add filters and augmented reality features to their messages, and as they speak, the text of the words scrolls down the screen in front of them. The target audience of this technology-led approach is millennials, whom the UN aims to to educate and engage to push for change.

Project​ ​Empathy 
Project Empathy brings VR experiences directly into the hands of legislators with the hopes of facilitating policy change. After initial screenings of the incarceration film with a few federal legislators proved successful, the team decided to push the idea further—with hopes that it will enable a conversation starter about VR’s capacity for social change.

VR​ ​for​ ​Good 
Lauren Burmaster launched the VR for Good initiative at Oculus as a way to use technology to break through apathy. Burmaster hopes that by enhancing the good deeds of activists through VR, it will propel social impact in ways never seen before.

Just because a great new piece of technology is available does not necessarily mean its application by brands is intuitive from the start. In most cases, it can take some figuring out on how to best optimize new technology. The groups listed above have done a wonderful job of capitalizing on the implementation of VR and AR technology by using it for storytelling to bring awareness to relevant issues.

These findings are part of our recent research paper Maximizing Non-Profit Engagement, which delves into three relevant trends that we believe explain and give shape to just how brands are implementing these technologies. Members can download the full report here!

PSFK researchers are looking at how brands and organizations can use digital tools to increase customer and audience engagement. Through the functional usage of VR and AR, AI chatbots and other technologies, brands can streamline their messaging and make customer experiences more enjoyable.

+advertising
+AI
+AR
+AR & VR
+Canada
+chat a researcher
+customer engagement
+Fashion
+financial services
+fitness / sport
+IoT
+Market Research
+Millennials
+Non-Profit
+retail
+sport & fitness
+technology
+Virtual Reality
+VR

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