“I am not really sure how to explain”: marketing augmented reality experiences to new audiences

Freeman, M (2021) '“I am not really sure how to explain”: marketing augmented reality experiences to new audiences.' The International Journal of Creative Media Research, 7. ISSN 2631-6773

Official URL: https://doi.org/10.33008/IJCMR.2021.36

Abstract

If the immersive sector is to fully move beyond engaging the early technology adoptors and is to capture mass audiences from different corners of the cultural landscape, then gateway promotional content must be developed – that is, marketing that engages those new to immersive technologies. How, though, can the magic of 3D worlds be communicated via 2D media? Addressing this current industry challenge, the Immersive Promotion Design team was funded by StoryFutures Academy in 2020 to identify new promotional strategies for how virtual and augmented reality experiences can be better marketed to today’s audiences. This article outlines our approach to applying research into new ways of marketing VR/AR to a set of marketing materials we prototyped for Studio McGuire’s The Invited, a CreativeXR-funded experience that reimagines the story of Dracula with a pop-up book and AR technology. I also discuss the results of evaluating The Invited’s research-informed promotion on audience, outlining key learnings about how to communicate the magic of AR content to new audiences.

Item Type: Article
Note:

The article is available to read at the URL above.

Divisions: School of Creative Industries
Research Centres and Groups: Centre for Media Research
Identification Number: https://doi.org/10.33008/IJCMR.2021.36
Date Deposited: 06 Sep 2021 12:35
Last Modified: 24 Sep 2021 15:53
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