2024

The 7 Key
Immersive Marketing Trends
That Will Shape 2024

Curated by
About Pat
Patʼs career is deeply rooted in the tech sector and he brings to
FutureLabs extensive experience in technical production and
project delivery with a keen focus on the development of rich game
changing solutions for our clients. No problem is too big for Pat and
he loves to listen to any ideas that need a tech-inspired creative
solution.

Pat Mileto
https://www.linkedin.com/in/pat-mileto/ Co-Founder of FutureLabs

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In the ever-evolving space of immersive and
interactive experiences, new technology
continues to be the primary driver of innovation.

In this yearʼs edition, we look at emerging technology trends in the the evolution of public spaces three years on from the COVID
context of several cultural tailwinds, including the ongoing pandemic. With these intriguing undercurrents flowing through our
conversation around AI, new consumer technology platforms such public conversations, the stage is well and truly set for a renaissance
as the Apple Vision Pro, the influence of streaming companies and in immersive and interactive storytelling. Ready? Letʼs dive in.

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 1
XR & Spatial Computing
WEʼVE COME A LONG WAY FROM ZUCKʼS METAVERSE
Although some might have gone too early in heralding widespread adoption of
the so-called metaverse and it's technology, Apple's take on XR (aka Extended
Reality) is markedly more sophisticated than what the metaverse presented to
us in 2023, and the public response has been much more enthusiastic.
Of course, the technology itself is much improved and will continue to get
better. 'Blended reality' is more immersive and performant than ever, and those
of us designing creative experiences using XR technology will be able to do
things we haven't been able to do before.
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Research TREND 1 — Spatial Computing & XR

What does the

research say?

71% of shoppers USD $705.15 billion AR has the largest

prefer AR
Over 71 percent of modern consumers say they
prefer shopping with AR, as it helps them make
smarter buying decisions theyʼre more likely to be
happy with.
[Source]
by 2033
The global spatial computing market size was
estimated at USD 101 billion in 2023 and is
expected to hit around USD 705.15 billion by
2033, poised to grow at a CAGR of 21.50% from
2024 to 2033.
[Source]
market share
By technology, the Augmented Reality segment
has held the largest market share in 2023.
This is particularly true of North America, with NA
leading the global market with the highest market
share of 32% in 2023.
[Source]

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 Examples TREND 1 — Spatial Computing & XR

FORMULA 1 — LIVE XR SIMULCAST E.L.F. COSMETICS — GAMIFIED SHOPPING EXPERIENCE

One demo depicts a user watching an F1 broadcast on TV, whilst a 3D Designed for relaxation and self-exploration, the app offers guided
recreation of the race unfolds on the table in front of them. The data is meditations, stretching, and a painting game. Explore three branded
sent from the F1 cars, allowing the race to be virtually recreated in environments — Camo Cove, Big Mood, Halo Glow — and shop products
real-time. directly in the app. Also supported with an online microsite version.

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 Q&A TREND 1 — Spatial Computing & XR

The how and why of virtual experiences.

How cost-effective is implementing spatial Starts from $35k AUD. Investment varies depending on
computing & XR?
2D/3D content and hardware toolkits.

What kind of ROI can spatial computing 200% more engaging as it delivers double the levels of
& XR deliver?
engagement when compared to traditional ones.
8.8% improvement in recall accuracy when used in training.

How do I go about creating content for this? Existing assets can often be used directly, or built upon
and incorporated (both 2D and 3D). However, full
immersion often requires more detailed modelling.

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 2
Generative AI +
Interactive Experiences
MORE UNIQUE, MORE PERSONALISED & MORE ENGAGING
AI has a rocket under it at the moment. Even in the famously fast-moving world
of technology, AI content is improving exponentially quickly and it's adoption in
production workflows looks just about unstoppable. One of the most compelling
aspects of AI-driven content generation is its ability to adapt and respond
dynamically to user interactions in real-time.
Unlike traditional programming methods, where every potential scenario in an
experiential activation must be anticipated and coded for, generative AI can
analyse user inputs on the fly and generate tailored responses on demand. This
can not only accelerate the development process but also result in more
dynamic, unique and engaging user experiences.
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Research TREND 2 — Generative AI + Interactive Experiences

What does the

research say?
70% of Gen Z +7% increase
use AI in dwell time
AI recommendations have driven a 7% increase in
65% of generative AI users are Millennials or Gen
overall time spent on platforms. In the two months
Z, and 72% are employed. 70% of Gen Z report
after it launched, Snapʼs My AI chatbot received
using the technology and 52% of them trust the
10 billion messages from 150 million users.
technology to help them make informed
Pinterestʼs AI-powered “shop the look” product
decisions. 49% of the Australian population
recommendations drove a 9% increase in
surveyed is using generative AI.
conversions in their early tests.
[Source]
[Source]

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Examples TREND 2 — Generative AI + Interactive Experiences

GENERATIVE ART PROJECTED ONTO BUILDINGS

COCA COLA TRANSFORMS SURROUNDINGS
Ouchhh's 'Data Sculptures' work with the Burj Dubai. Here, they projected
Using a QR code on the bottle, customers could access a website powered
swirling data-driven artwork onto the world's tallest structure to promote
by the AI tool Stable Diffusion. AI transformed photos of their surroundings
the launch of a 'multisensory restaurant' inside the building.
into images imbued sci-fi aesthetics used in the product's marketing,
creating shareable, branded UGC with a unique look and feel.

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 Examples TREND 2 — Generative AI + Interactive Experiences

TRIVIAL PURSUIT: INFINITE QUESTIONS INSERTING FANS INTO TVCs WITH AI

In January Hasbro launched Trivial Pursuit Infinite, an AI-powered edition Royal Stag recently used AI to scan cricket fansʼ faces and insert them
of their much loved board game. This new mode is enhanced by AI to into promotional films alongside Indian cricket legends in their recent
prevent cheating and provide fresh content daily. campaign, “A Billion Films For A Billion Fans.”

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 Q&A TREND 2 — Generative AI + Interactive Experiences

The how and why of AI experiences.

How cost-effective is implementing Starts from $15k AUD to add to existing content. From
generative AI + interactive experiences?
$35k AUD for a custom AI experience, depending, scale
and hardware (if required).

What kind of ROI can generative AI + Investments in gen AI are seeing a revenue uplift of 3% to
interactive experiences deliver?
15% and a sales ROI uplift of 10% to 20%.

How do I go about creating content for this? In some cases, AI models can be ‘trainedʼ using your
existing content. The requirements will change depending
on whether itʼs a visual, text or audio-based experience.

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 3

Virtual Production in
Souvenir Experiences
ENTERTAINMENT COMPANIES ARE BRINGING HOLLYWOOD STUDIOS TO EVENTS
Big entertainment companies are activating with fans more than ever, and in experiential space. Companies like Netflix, HBO and Disney are increasingly on
some cases their cutting-edge production technologies are being transported the front foot when it comes to creating interactive experiences for fans at
from the studio and used as a drawcard. With some of the worldʼs most events, and the results are edging out the older, more traditional techniques
passionate customers watching them, theyʼre quickly becoming leaders in the such as green screens or static backdrops.

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Research TREND 3 — Virtual Production in Souvenir Experiences

What does the

research say?

USD $7.62 B 75% say itʼll only

by 2030
The global virtual production market size was
valued at $2.63 billion in 2022 & is projected to
grow from $2.98 billion in 2023 to $7.62 billion by
2030.
[Source]
get better
Approximately 75% of a surveyʼs respondents
approved that the usage of virtual production
proficiencies will not only increase, but also help
lessen production cycle costs and times.
[Source]

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Examples TREND 3 — Virtual Production in Souvenir Experiences

DISNEYʼS TELEKINESIS ‘HOLOTILEʼ FLOOR

PERSONALISED TRAILERS AT COMIC-CON
Described by Disney as the "worldʼs first multi-person, omni-directional,
Netflix uses LED volume walls to immerse fans in a 30s trailer for the sci-fi
modular, expandable, treadmill floor", the ‘Holotileʼ offers a shared VR
series Rebel Moon. Powered by Unreal Engine, the lighting and animated
experience, allowing users to walk unlimited distances in any direction
backdrops synchronise with camera movements, delivering the final edits to
without collisions.
fans in as little as a couple of minutes.

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 Q&A TREND 3 — Virtual Production in Souvenir Experiences

The how and why of next-gen souvenirs.

How cost-effective is implementing virtual Start from $50k AUD. Investment varies depending on
production in souvenir experiences?
the type of hardware/tools used, green screens, UE5, etc.

What kind of ROI can spatial virtual production Increase consumer participation by 77% with
in souvenir experiences deliver?
personalised tech-inspired creative experiences.

How do I go about creating content for this? To achieve realistic results, assets will usually need to be
produced by 3D artists. If you have existing assets, they
can often be built upon and incorporated.

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 4

Digital Placemaking
In Urban Centres
REPURPOSE URBAN SPACE FOR RICHER STORYTELLING
Embracing the aftermath of COVID-19, urban centres worldwide are witnessing This evolution dovetails with societyʼs renewed interest in amplifying indigenous
a transformative shift in the utilisation of former office spaces. In many cases, narratives, aligning seamlessly with opportunities for digitally-driven placemaking
these spaces are undergoing revitalisation projects to reimagine them as vibrant initiatives. As cities reimagine their landscapes, digital technologies become tools to
hubs for public engagement, wellness, and cultural immersion. create meaningful connections between communities and their surroundings.

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Research TREND 4 — Digital Placemaking in Urban Centres

What does the

research say?
Digital placemaking benefits
communities 68% will live
Digital placemaking has the potential to benefit communities by adding value to public
in urban areas by 2050
spaces, economic growth, cultural wealth, and overall better community life. It could Digital placemaking could be a key approach to improving
reconvert urban areas into community hubs, revitalising its heritage and experiences through public spaces and urban nature environments, since sixty-eight
social media and place branding. Placemaking practices can enhance the impact in cities per cent of the worldʼs population will live in urban areas by
and public spaces, not only generating a stronger sense of place and belonging within 2050.
communities but also making spaces more accessible and inclusive to all. [United Nations, 2018]

[Source]

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 Examples
NATURAL LANDSCAPE LED PILLARS
‘Pillarsʼ is an interactive installation that celebrates the diverse cultural
history in the western suburbs of Melbourne. It creates a serene oasis
within the bustling shopping centre for people to unwind through
immersive visuals and soundscapes.
TREND 4 — Digital Placemaking in Urban Centres
“THE EYE OF MEXICO” USES CITY DATA IN PUBLIC ART
This real estate development in Mexico is designed for healthier and more
satisfying urban lifestyles. Here, an outdoor public art and placemaking
piece driven by AI contains demographic, urban and mobility data for
Mexico, showcasing the neighbourhoodʼs dynamism and acting as a kind
of portal towards Mexicoʼs future cities.
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 Q&A TREND 4 — Digital Placemaking in Urban Centres

The how and why of digital placemaking.

How cost-effective is implementing digital Pricing starts from $50k AUD. Investment varies
placemaking in urban centres?
depending on location, hardware and content.

What kind of ROI can digital placemaking 50% increase in time spent in spaces with placemaking
in urban centres deliver?
experiences and 77% increased likelihood for visitors to
recommend the experience to friends and family.

How do I go about creating content for this? Storytelling is central to the design of these experiences,
so itʼs best to start with a workshop. Then, the specific
creative assets can be produced based on the hardware.

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 5

Location-Based
Experiences
DRIVING FOOT TRAFFIC THROUGH GAMIFICATION & REACHING SUSTAINABILITY GOALS
Real world, location-based AR experiences are something that have been Operating in tandem to this are web-based engagement platforms built for live
evolving over the last few years, but we're starting to see implemented more outdoor events. These web platforms often tap into geolocation to drive foot
and more. Snapchat and Meta were first to add the capabilities, but brands are traffic to different areas through gamification. In addition, a web-based system
really starting to tap into the technology now. means less waste at events, something critical for brandʼs sustainability goals.

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Research TREND 5 — Location-Based Experiences

What does the

research say?

Increased loyalty
67% prefer personalised experiences and engagement
According to a study conducted by GeoMarketing, 67% of consumers prefer personalized A survey conducted by Forrester Research found that
experiences. By incorporating geolocation data into community building efforts, businesses companies utilizing geolocation data and location-based
can tap into this preference, resulting in higher user satisfaction and engagement. services experienced a 70% increase in customer loyalty and a
[Source] 52% increase in customer engagement.
[Source]

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 Examples
GEO-DROP CONTENT AT PRECISE LOCATIONS
New technology allows physical space to be precisely mapped and integrated
with software applications. Modern sports stadiums, for example, can be
equipped with this technology to create interactive experiences for fans in
specific parts of the stadium. Fans use a mobile browser to explore and
discover interactive content in different places.
TREND 5 — Location-Based Experiences
MASTERCARD x AO: PLAY & WIN
A mobile-based digital activation that encouraged exploration of
Melbourne's sports precinct. Physical artwork, statues, signs, and
landmarks were incorporated into a web-based experience where tennis
fans could explore the park, complete challenges, and win prizes.
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 Examples
LANDMARKS WITH BARBIE MAKEOVER
To promote last year's Barbie movie, famous landmarks, including the Eiffel
Tower, London Harbour Bridge, and the Statue of Liberty, were leveraged in
branded UGC. They were reimagined with bright pink Barbie-themed elements
when viewed with augmented reality.
TREND 5 — Location-Based Experiences
SPACE INVADERS SIMULATION IN NYC
Last year, New York City hosted a real-world Space Invaders simulation
called World Defense, courtesy of Google's ARKit and their Geospatial
API. In this interpretation of the arcade game, players are tasked with
defending the Earth from alien invaders who are attacking their local
neighborhoods in augmented reality.
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 Q&A TREND 5 — Location-Based Experiences

The how and why of location-based experiences.

How cost-effective is implementing Pricing starts around $40k AUD. Investment varies
location-based experiences?
depending on the amount of touch points (locations)
added to the user journey.

What kind of ROI can location-based Geolocation data can aid businesses in identifying areas
experiences deliver?
with high user density, optimising resource allocation and
resulting in improved operational efficiency.

How do I go about creating content for this? These experiences begin by identifying a specific
location. Then, itʼs much like creating a webpage. Share
any images or videos you have, and let us do the rest.

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 6

Multisensory
Experiences
MORE MEMORABLE EXPERIENCES & GREATER ACCESSIBILITY
For marketers, strategies aimed at engaging all five senses of the consumer can In addition, multisensory experiences encourage greater participation amongst
serve as a potent instrument for fostering stronger connections with them, and audiences of all abilities. When we tap into each of the senses, we craft
“sensory marketing” is well-armed with research to support it. Scent-driven experiences in which all people, whether hard of hearing or vision impaired for
experiences in particular help embed products into the memory of customers [1]. example, can be involved.

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Research TREND 6 — Multisensory Experiences

What does the

research say?

90% are more likely 78% are influenced

to revisit
90% of shoppers say theyʼre more likely to revisit
a business that leverages music, visuals and
scent. This is particularly true for shoppers in
Australia, as well as Spain, China,
the US and the UK.
[Source]
by atmosphere
78% of shoppers say an enjoyable in-store
atmosphere plays a key factor in opting to make
purchases in-store vs. online. This is particularly
true for shoppers in Australia, as well as Spain,
China, the US and the UK.
[Source]

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 Examples
ENGAGING WITH AROMA
KAORIUM by SCENTMATIC, showcased at the London Design Festival 2023,
introduces an innovative way to explore fragrances through the fusion of
scent, language, and AI. Participants select a mood-describing word via a
touchscreen to discover scents that resonate with their selection.
TREND 6 — Multisensory Experiences
BULLEIT WHISKEY — IMMERSIVE LOUNGE
In downtown LA, Bulleit whiskey host a unique multisensory bar,
combining music, art, design and technology. The space transforms
across four scenes: Nature, Art, Music and Imagination. Each scene taps
into multiple senses through art, music and flavour to create a memorable
brand experience that showcases Bulleitʼs whiskey along the way.
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Examples TREND 6 — Multisensory Experiences

TASTING EMOTION: MULTI-SENSORY DINING

Holding three Michelin stars, each dish at this immersive restaurant is
CONSIDERING ALL SENSES = BETTER ACCESSIBILITY
carefully paired with a unique blend of themed projections, lighting, and
Visually impaired tennis fans are trialling 5G powered GiveVision headsets from
scents to elevate the taste experience. The immersive journey is designed to
Vodafone. The headsets stream live footage from TV cameras, then enhance the
forge a deep connection between the guests and each course. The chef
footage to suit the personʼs specific sight profile. By bringing it closer to their eye,
refers to this concept as “Psycho-taste”, emphasising how our surroundings
stimulating the photoreceptor cells in the retina, which means a degree of sight
can influence our taste perception and evoke emotions.
can be regained.

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 Q&A TREND 6 — Multisensory Experiences

The how and why of multisensory experiences.

How cost-effective is implementing Pricing begins at $35k AUD. Investment varies depending
multisensory experiences?
on complexity of the idea and the amount of multisensory
touchpoints.

What kind of ROI can multisensory 74% more likely to convert consumers after engagement.
experiences deliver?
4-5 times more likely to be shared on social media,
generating organic buzz.

How do I go about creating content for this? If you have existing imagery or video content, we can use
it in the design of a multisensory experience. Specific
product features to highlight are also great to know.

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 7

Interactive
Content
THE QUICKEST SOLUTION WHEN TRADITIONAL MARKETING ISNʼT WORKING
The numbers donʼt lie: interactive beats static when it comes to grabbing Often, existing brand materials and content can be tweaked to create
attention. And the best part? Itʼs not rocket science to get started. Thatʼs why something much more engaging. Additionally, with AI getting smarter by the
weʼre seeing more brands bring interactive elements into their digital spaces - day, turning simple static content into attention-grabbing, interactive
websites, apps, social media, you name it. experiences will become more and more popular.

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Research TREND 7 — Interactive Content

What does the

research say?

2x more engagement Interactive content is Increased message

and conversions. more shareable retention
5x more views Interactive content has a
shareability rate of 38%
According to the Content Marketing Institute,
79% of marketers see a marked increase in
Interactive content performs much better against compared to 17% for static content. message retention when combining interactivity
these metrics than static content. with other key marketing tactics.
[Source]
[Source] [Source]

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Examples TREND 7 — Interactive Content

DRIVING ENGAGEMENT WITH SIMPLE ACTIVITIES

INTERACTIVE QUESTION-AND-ANSWER FORMATS
This interactive ‘Tree Of Lifeʼ installation at COP24 gathered
Meta installed a "message in a bottle" popup at Cannes Lions. It displayed
environmental pledges at the event. Visitors were able to explore a range
positive phrases and questions, encouraging visitors to anonymously
of preset pledge options (such as planting trees or shopping more
contribute messages. These messages would then ascend as chat bubbles,
consciously), and then sign on a transparent touchscreen.
transforming into soap bubbles that drifted out of the sculpture.

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 Q&A TREND 7 — Interactive Content

The how and why of interactive content.

How cost-effective is implementing Pricing begins at $18k AUD. Investment varies depending
interactive content?
on content and engagement.

What kind of ROI can interactive Interactive content gains two times more engagement,
content deliver?
two times more conversions, and five times more views
than static content.

How do I go about creating content for this? In its simplest form, this content can be supplied as text
and weʼll incorporate it into an interactive environment.

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