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AR overlays digital content onto the real world usually through mobile phone cameras.  It is readily available on platforms such as TikTok, Instagram and Snapchat through filters. Gen Z and Millenials are already regular AR users but the rest of the population is set to follow as AR expands.

AR can be used to provide value through engaging consumers as they can turn anywhere into a showroom by facilitating product visualisation (e.g. trying on digital sunglasses to see how would fit your face).

AR can also be used as a fun, interactive element to promote a brand. AR elements need to be shareable to be the most effective.

Using AR to market a service requires more creativity than for physical products.

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Burberry created an AR experience as part of their in-person World of Olympia pop-ups. Consumers scan QR codes and then will enable visitors to awaken a statue in the store by placing an animated digital version of it in the room and they can watch as it walks towards them, leaving a trail of motion sequence statues behind it. Users will be able to capture photo or video content of the moving statue, enabling them to share their unique experience on social media.

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Roblox launches Ralph Lauren Winter Escape

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Roblox launches Ralph Lauren Winter Escape

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Ralph Lauren debuts its first-ever holiday-themed experience on Roblox with The Ralph Lauren Winter Escape. Allowing fashion fans to explore the world of Ralph Lauren through the metaverse, an exclusive digital clothing collection will be launched within the experience, featuring limited-edition merchandise.

Ralph Lauren Winter Escape offers the global Roblox community winter-themed activities such as ice skating with friends, warming up with Ralph's custom hot chocolate by the fire pit, roasting marshmallows and a festive treasure hunt to unlock exclusive accessories. At the center of the world is a holiday tree, decorated by the community to activate new rewards and world additions.

Exclusively available on Roblox, the Ralph Lauren Digital Collection allows users to customize their avatar with iconic styles that they can try on in experiences and purchase in "Polo Shops."

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Lacoste launched a two-day augmented reality AR-powered experiential pop-up and sampling activity. The pop-up consisted of a photobooth, spotlighting participants in real-time big screens around Westfield London and when consumers signed onto the app, they were automatically given two NFT’s alongside a virtual wallet. When they launched the game in AR mode, they gained access to a virtual map allowing them to scan the area to find a virtual prize box location.

By locating NFT’s drops on the virtual treasure hunt, participants unlocked interactive AR experiences linked to prizes, including polo shirts, fragrance samples, gift hampers and more. This was then released nationwide, where everyone was then able to participate in the hunt and receive a Christmas gift from Lacoste.

The campaign included a full funnel activation of social media, online video, influencer marketing, and retail POS which aims to bring Lacoste Superheroes campaign to life and bring Christmas present ideas for the holiday season. By bringing  a fun immersive experience to life through the playful element of gamification, Lacoste is able to interact with consumers at the intersection of digital and real life to bring online and offline.

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The metaverse is the joining of physical and digital worlds. Gucci teamed up with Roblox to create a virtual exhibition named 'Gucci Garden' open for 14 days only.

As the avatars enter the virtual garden, they become a blank mannequin, this mannequin develops new patterns and textures as it wanders through the different rooms of the exhibition. This mannequin is symbolic of how we all begin our journeys through life as a blank canvas, and how we are all made unique yet beautiful as we journey through life.

Avatars who visited the garden could purchase exclusive, limited-edition Gucci items inspired by the exhibits showcased in Florence, as signature items from Gucci’s archetypal campaigns. The items will memorialize the Gucci Garden Exhibition and can be used across the Roblox platform.
The metaverse aims to make fashion and art more accessible to millions of people by bringing them to people's homes through virtual technology.

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Metaverse
Whilst the definition of the Metaverse is still being shaped, it can be labelled as a further convergence of our digital and physical lives, providing the next step in engaging with technology. It offers shared virtual experiences that can happen in the physical or digital world.

It is connecting people, places and things, which can be in a fully virtual environment or in the physical world using AR. Virtual worlds are ecosystems within the Metaverse and sitting inside these are virtual goods (of which users can spend real money on).

NFTs (Non-Fungible Tokens)
These are a unique set of data that is comparable to being the currency of the Metaverse. They are released in drops and if marketed correctly, the high interest creates high demand and they can be sold for high prices, even further through the secondary market.

Avatars are the next frontier in online representation and provide users with the opportunity to demonstrate their uniqueness, and taps into their aspirations. AR brings the digital world into the physical and can provide apparel for avatars, for example. This is something brands are already tapping into. With brands such as Gucci creating 'skins' for the gaming ecosystem Fortnite. As more consumers engage with AR, the more this aligns with the Metaverse.

Being able to generate rich & fluid experiences, there can be success in having stores and transactions occurring in the Metaverse. This offers opportunity for collaboration between brands, and one of the only ways brands can break into the Metaverse successfully.

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Louis Vuitton developed a Metaverse game for their 200th anniversary. It took users on an adventure to collect birthday candles over six virtual worlds whilst retelling the story of Louis Vuitton's founding. It included 30 NFTs designed by famous NFT artist Beeple users could purchase and collect.  The game comes to life in experiential form. It was so successful in 2021 they released a Chapter 2 in 2022. As of April 2022, it had 2 million downloads. This also introduced 10 more NFTs. These were done ina. Raffle system and users could qualify for the chance to have them.

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a) Definition: They say there is no specific definition yet for the meta verse, its not even in the dictionary. It can however be named as the internet 3.0. In the sense that it does everything the Internet did before (social media, websites, connecting people online) but with website 3.0 it connects people, places and things in both virtual and physical world. Shared experiences of virtual and physical world.
Metaverse commonly brought up features: VR, NFTs, Gaming, cloud computing, connection of regular objects online, blockchain is also essential.

b) benefits of using that tactic: Collaborations are almost essential. Brands can sell virtual items, therefore receiving an income whilst also gaining lots of promotion.
You can even setup a shop or sponsor an auction.
A way of allowing consumer to step into a virtual environment of their brand. Giving another aspect of their brand.
Brands can sell an NFT for a high amount, but also can give the user added bonuses outside of the virtual world such as exclusive access to real clothing. It can be a great way of building a community or adding value to the NFT.
It can be a sustainable option for fashion brands to sell virtual goods instead of real items.
Can bring consumers together in a virtual space (community building).
Consumers can communicate their personalities more online by creating avatars that they can style.

c) potential issues
No issues were explicitly said in the video, but NFTs have had a lot of bad media coverage in recent times. Customers have lost a lot of money after buying a NFT and after the value of it plummeting or the value of the currency plummeting (Whilst the company generates lots of revenue).
I also feel like it will only be adopted by a specific consumer (Young, tech-aware and has experience with the meta verse) and can't be applicable to all demographics.

d) any other interesting fact: Drop culture has been mimicked from streetwear brands in 2010s (such as Supreme) whereby NFTs are dropped, sell out in minutes and resold for far higher values on the secondary market.

Example:

Clinique NFT
Clinique sold NFTs which, visually they are seen as above but by owning one it gave the customer added company perks. For example give access to make up that was often sold out, one free physical product yearly for 10 years. The NFT was made accessible to three customers upon winning a competition that was announced via instagram by a celebrity on a live stream. "By opening up NFT access only to its loyalty programme members, Clinique is both rewarding membership and incentivising others to join via sign up. The project was an effort to “modernise loyalty,” says Carolyn Dawkins"

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Patrón has released a virtual reality experience to show its audience how Patrón tequila is crafted.

Using Oculus technology, viewers were transported to the company’s distillery in Jalisco, Mexico. Through a bee’s perspective, people were able to see the agave fields and journey through the distillery to see the tequila production process, including how it’s aged and bottled. Users also got a glimpse of Patrón’s hacienda team and had the opportunity to see the sheer amount of attention and effort that goes into each bottle of tequila.

The immersive VR experience is also available through smartphones using a Google Cardboard viewer.

Virtual reality can provide opportunity for:

Streamlined processes

Add value to product and service offerings

Equipment cost is lowering

Lots more emerging talent in VR designers

VR Sales forecasted to hit 150 billion dollars by 2020

VR has merged into being able to help many industries such as the health & wellness industry where doctors have been using VR to learn more about the body.

Faster prototyping and design can be achieved by using VR, this will save a lot of money through endless in-person prototyping not needing to be done

Product testing can be done, this can test the value consumers will place on the product before it is in the real world

Employee training can be done to develop skills via VR before sending them into the physical store

Can allow the opportunity for consumers to gain insight and connection to brands and products

Potential Issues:

Financial & operational issues:

financial costs of equipment

Methods to measure the impact on a business

Cost of maintaining ownership of equipment

Return on investment

Technical issues:

accessing knowledge and experience

Effective and accurate content creation is hard

Catering to business specific needs

Lack of standards:

acceptable formats for sharing data

Unified development pipelines

Security and sustainability

Hardware variations:

different operating systems

Difference between different VR devices and how the users view can change depending on device used

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Patrón Spirits has a rich history of being innovative, connecting tequila with the technology-savvy folks who love it. Since 2013, the business has grown 30 percent while maintaining a 70 percent share of the U.S. market and has become the most mentioned spirit brand in the world.

"Our completely immersive Hacienda tour features 360° of amazing views and an inside look into our handcrafted process. Make your way through vast agave fields, our traditional distillery and more with a bee as your guide."

Taking viewers into the process of making the patron tequila all from the perspective of the iconic bee emblem.

Advantages:
- added value by encouraging consumers to bond to the tequila & the brand
- shows the amount of hard work it takes to create the product.
-shows the beautiful environment the tequila is created in
- users some form of opacity; it shows each stage in the creation process, showing that they have left no corners cut.

“At Patrón, we celebrate creative communities like the metaverse that bring people together in a digital world. With this new venture, we hope to spark curiosity, creativity and connection this summer while offering our Tequila fans a new way to experience the mastery behind our brand.”
Kathy Parker, president and global chief marketing officer

After doing this virtual campaign in 2015, Patron have now used both NFT's and the metaverse in 2022 to promote their new drinks

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Metaverse - includes AR and VR - no specific definition yet, internet 3.0.

connects people, places and things in the digital and physical world.

There are virtual goods within which you can spend real money (NFTs).

Benefits:
-community building aspect fun and engaging
-more accessible than physical events for many people
-virtual element where brands can be more experimental
-new and attracts attention
-attracts younger audience through gameified experience
-sustainable

Negatives:
-excludes older demographics
-lots of people are hesitant and don’t understand it

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VR headsets are enablers for consumers to enter the virtual space of the metaverse/ allows consumers to enter the virtual space of a brand or a game.

VR is used in many industries such as doctors and education.

Benefits:
-fun, accessible experience
-immersive, brings the brand to you

Negatives:
-can be gimmicky
-cost to having a VR headset

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Overlays digital worlds on to the real one, using cameras. Available on TIKTOK and snapchat etc. through filters.

Benefits:
-accessible and already used by many consumers
-provides added value

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Digital goods are available to purchase in the metaverse, using blockchain.

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Your digital presence, able to purchase clothing etc for them and express yourself through your avatar.

Provides collaboration for brands and allows brands to break in to the Metaverse as they can provide clothing for them.

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Definition:
Non-fungible tokens are one-of-a-kind digital assets that can take the form of GIFs tweets, and more.

Benefits of using that tactic:
-Effectively a certification of ownership of online items, such as digital art, viral videos and land in virtual worlds

-NFTs exist on a blockchain currency and give the buyer verifiable digital ownership rights.

-IP owners can create an NFT of the moment and auction it.

-Delivering utility can sustainability raise an item's value.

-Many ways to create, list and profit from virtual assets created in augmented reality and real value to be made

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Introducing adidas for Prada re-source: a first-of-its-kind open-Metaverse & user-generated NFT project in collaboration with digital artist Zach Lieberman.

adidas and Prada invite their audiences to contribute unique anonymized photographs. 3,000 artworks will be minted as NFTs and compiled as tiles in a single mass-patchwork NFT. Participation is free, and a majority of the proceeds from the auction go to Slow Factory, a non-profit organization and institute working to create education to drive meaningful solutions and inclusive communities.

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An open metaverse that is built on blockchain technology, ensuring permissionless access and the ownership of data by the users. A metaverse that won’t yield the control in the hands of just a few but allows users to truly own their creations and data. In an open metaverse, digital items will be truly possessable thanks to NFTs, and users can monetize and trade their virtual goods and data at their will.

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a) Definition

An immersive reality created through VR presents an individual with an artificial environment which replaces the users real world surroundings in an attempt to persuade them to disregard the disbelief and for them to fully engage with the artificial environment.

This contrasts to an non-immersive VR experience which provides a computer-generated environment that allows the individual to stay aware and in control of their physical surroundings. Non-immersive VR reply on a console and input devices such as controllers and keyboards, etc.

b) Benefits

This virtual reality approach is versatile and can be used in an array of fields such as teaching, gaming, shopping, promotion, etc. First and foremost this experience is widely accessible to any consumer with the means to interact with a virtual reality - it is not restricted to a city or country instead it can be interacted with globally.

Creating an experience with a brand can build a relationship between the consumer and the brand whilst also creating a lasting impact which can positively impact association with a brand.

Virtual experiences such as virtual try ons or virtual test drives allow consumers to remotely interact with the product which is likely to increase the probability of a purchase. Furthermore, brands are using virtual reality as a means to interact with their consumers on a deeper level through creating experience which introduce a deeper meaning such as through gaming or through virtual introductions to the inner workings of the brand which is more immersive than just an article or YouTube video.

c) Potential issues

Even though VR creates a bridge between the physical and virtual world, and in some ways improves accessibility, it still restricts consumer without access to a VR headset or technology which allows for interaction with virtual reality which poses an issue and barrier to those who cannot afford the high price of the technology.

e.g. luxury brands wanting to provide for a wider audience they may still be providing for their same consumer base with the high cost of the tech which may not be fulfilling their aim.

Poses an issue for those suffering with disabilities as it temporarily impaired the usual function of the senses which has the potential to cause discomfort and temporary cognitive impairment. These effects can also be experienced by many other users as well; experiencing motion-sickness and eye strain. These are factors which are likely to prevent VR interaction.

61% of Americans in 2022 have no interest in owning a VR headset which poses an issue for brands wanting increase their VR interaction and use.

d) Examples

Topshop: VR Catwalk Show

Allowed for a real-time unrestricted access to the catwalk with back stage passes an experience which has previously been widely restricted to a specific audience which is then later released for public eyes.

This engaged their consumer base much intensely with the brand and the feedback was massively positive.

The goal being to bring Topshops London Fashion Week to a wider audience.