Introduction to Mixed Reality
Mixed reality is a technology that mixes virtual and augmented reality to bring virtual elements into the physical world. One of essentially the most well-known examples of mixed reality technology is Microsoft HoloLens. Although it has been around for some time, its use in marketing has been limited attributable to its complexity and high cost, with headsets priced at around $3,000 each.
Rémy Martin’s Innovative Campaign
Spirits company Rémy Martin is changing the sport with its recent augmented reality campaign called "Rooted in Exception." The campaign uses Microsoft HoloLens technology to create a mixed reality experience that transports users to the Cognac Grande Champagne and Cognac Petite Champagne vineyards. The experience is presented by the Cellar Master of the House of Rémy Martin, who guides users through the Fine Champagne region. The campaign was created in partnership with Kazendi, a European HoloLens development studio, and can launch at a non-public party in Los Angeles before rolling out to luxury retail stores and events worldwide.
How it Works
The mixed reality experience allows users to approach a 3-D table where the HoloLens projects elements of the vineyards. The Cellar Master’s narration provides an immersive and interesting experience, allowing users to learn concerning the Fine Champagne region in a novel and interactive way. This technology has the potential to revolutionize the best way brands tell their stories and connect with their audiences.
The Growing Use of Mixed Reality in Marketing
The use of augmented reality (AR) and virtual reality (VR) in marketing has been on the rise, with successful campaigns like Pokémon Go and the discharge of consumer-friendly VR headsets like Samsung Gear VR and Sony PlayStation VR. More recently, Apple announced ARKit, an augmented reality developer platform that can be available with iOS 11. Microsoft has also made HoloLens headsets available to developers, leading to 150 apps for the platform.
The Future of Mixed Reality
The Rémy Martin campaign is certainly one of the primary marketing experiences to make use of HoloLens, and it points to the technology’s potential for creating immersive stories. According to Augustin Depardon, Global Executive Director of Rémy Martin, mixed reality "provides a tremendous medium for storytelling." As the technology continues to evolve and develop into more accessible, we are able to expect to see more brands using mixed reality to attach with their audiences and create unique experiences.
Conclusion
The use of mixed reality in marketing remains to be in its early stages, but campaigns like Rémy Martin’s "Rooted in Exception" show the technology’s potential for creating immersive and interesting experiences. As mixed reality technology continues to evolve and develop into more accessible, we are able to expect to see more brands using it to inform their stories and connect with their audiences. With its ability to bring virtual elements into the physical world, mixed reality is poised to revolutionize the best way we experience and interact with brands.
