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A Guide to Engaging Consumers with Livestream & Virtual Reality Tools

This PSFK branded entertainment report is a how-to for brands and retailers to help their executives use new livestreaming and VR tools to build upon the joys of travel, leisure, and culture in the comfort of people’s homes.

Executive Summary

While the ability to visit stores, attend concerts, and populate conferences in-person continues to fluctuate and be limited in scope, there remains a widespread consumer desire for interactive entertainment and immersive experiences. By deploying augmented and virtual reality tools, updated approaches to livestreaming, and growing social platforms, brands can meet and exceed these new consumer expectations for experiences and foster consumer engagement in the process.

Report Overview

In this branded entertainment report, the PSFK iQ team has examined how brands are innovating their approaches to remote consumer engagement by creating virtual worlds individuals can explore and curate to fit their personal preferences.

What You’ll Learn In This Report

  • Learn how brands can excite, intrigue, and engage consumers by linking physical products, related digital landscapes, the metaverse and remote adventures.
  • Discover how brands are joining new live streaming and virtual reality tools with the importance of human insight and relatability, to build upon the joys of travel, leisure, and culture in the comfort of people’s homes.

Who Prepared This Report?

This branded entertainment report was developed by the same PSFK research department that since 2004 has provided trends-led innovation consulting advice to Apple, BMW, Facebook/Meta, Google, Microsoft, Samsung and Volkswagen.

Key Topics

Augmented Storytelling

Elevating consumer education with augmented reality, providing a deeper insight into brand heritage and product benefits through immersive storytelling.

Community Platforms

Brands are building stronger communities by establishing digital and physical platforms and activations that help foster the relationship among customers and encourage participation, empowering consumers to co-create the rules and even inviting them into the R&D process. It includes hosting programmed events to build confidence in a purchase or product use in an engaging manner. It also includes peer-to-peer platforms where consumers can interact and exchange with each other.

Shareable Activations

Creating unique and playful physical and digital experiences that customers will want to share to increase their own social status, while amplifying the reach of a brand

Featured Examples

Cartier hosts invite-only holiday show featuring artist performances and personalized gift boxes

To stay connected with top clients and offer them an exclusive perk, luxury jeweler Cartier hosted an invite-only holiday show broadcast for its U.S.-based customers. The one hour show, filmed over the course of five days, led viewers through the Cartier mansion while artists performed and allowed guests to view select pieces from the Cartier location that were featured within display cases and worn by the featured actors and singers. Ahead of the event, guests were contacted by Cartier associates, who provided a tech check as well as the password and direct link to the show, and inquired about any dietary restrictions. On the night of the event, guests received gift boxes of champagne, caviar and deserts to enjoy as they watched on, furthering the effect of being in attendance.

Amid pandemic, 'White E-lephant Gift Exchange' platform brings the holidays online

To bring families, friends and coworkers together this holiday season in a safe and fun manner, experiential store Camp created an online White E-lephant Gift Exchange game and platform. To participate shoppers select a date, give the party a name and Camp’s White E-lphant platform generates a unique link for shoppers to be shared with friends and family members. All those invited are then able to browse Camp’s online products and purchase one for the virtual gift exchange event. Once all attendees log into their group’s party, they’re able to begin flipping cards within their virtual room to draw a present or make a trade until everyone’s received a final gift. Items are then mailed to each player's home address for an immersive and seamless virtual gifting experience.

Off-White launches Spring-Summer 2021 collection via immersive digital event on their Imaginary TV

To launch their Spring-Summer 2021 collection, Off-White created a digitally immersive experience called Imaginary TV. The event allowed viewers to scroll through virtual channels and encounter various forms of content broadcast from Off-White’s Milan-based warehouse, such as individuals dancing, painting, models walking the runway, and even live musical performances.

Enhancing Brand Experience In A Hybrid Landscape

This PDF download includes:

  • An exploration of how brands are engaging customers in an increasingly digital world by tapping into and even creating interactive online platforms that foster connection and replicate the benefits of in-person affinity groups and communities
  • 7 strategies to help brands can stand out in an increasingly crowded field of online events
  • 24 trend-supporting exemplary case studies including examples from Obé Fitness, Camp, Cartier, Off White and Bareminerals

Published on: Apr 9, 2021 

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