Phygital Events: How Brands Use AR, VR, and Immersive Tech to Engage Gen Z
The article explores how live events are evolving through immersive technologies, creating 'phygital' (physical/digital) experiences that blend offline and online dimensions. Three key drivers define successful phygital events: engagement, shareability, and accessibility. Gen Z's multitasking nature and multi-platform habits drive demand for AR filters, VR experiences, and social media integration. Brands like Timberland, Chanel, Coach, Gucci, Dolce & Gabbana, Louis Vuitton, Etro, Zara, H&M, and Benetton have adopted AR mirrors and metaverse flagship stores. Experiential marketing extends to festivals: Coachella features AR concerts, NFT wearables, and activations by Absolut Vodka and Heineken, including the 'Wild Berri Dance Battle' and 'Heineken House' with interactive music remixing. SXSW 2022 saw Spatial Holodeck attract over 2,000 participants with immersive audio and installations by Meow Wolf. Cheetos debuted 'Hands-Free House' at SXSW, showcasing devices for snack-covered fingers. The article concludes that brands must reimagine consumer relationships through community-building experiences to drive loyalty.
Key facts
- Phygital events combine physical and digital dimensions to engage audiences.
- Three keywords define phygital success: engagement, shareability, accessibility.
- Gen Z is multitasking and multi-platform, driving demand for AR and VR.
- Brands like Timberland, Chanel, Coach use AR mirrors; Gucci, Dolce & Gabbana, LV, Etro, Zara, H&M, Benetton have metaverse flagship stores.
- Coachella uses AR concerts and NFT wearables; Absolut Vodka's 'Wild Berri Dance Battle' and Heineken's 'Heineken House' with 'Birra Beat Pad' remix.
- SXSW 2022 Spatial Holodeck attracted over 2,000 participants with immersive audio and Meow Wolf installations.
- Cheetos 'Hands-Free House' at SXSW showcased devices for Cheetle-covered fingers.
- Brands must offer 'experiences to live' to foster community and loyalty.
Entities
Artists
- Sofi Tukker
Institutions
- Artribune
- MIAT Multiverse Institute
- Spatial
- Meow Wolf
- Frito-Lay
Locations
- Coachella
- SXSW
- South By Southwest
- Essence
- Art Basel Miami
- Taste of Chicago