Digital Digest on VR and AR

1. Digital Digest
Bahareh Molla Ahmad
Student ID: 168530210
Bmolla-ahmad@myseneca.ca
Lecturer: Susan McVey
Course: MKM916 SBB
7/21/2023 1

2. Augmented reality (AR) &
Virtual reality (VR)
Digital Digest
• AR: Accessible through smartphones, allows users to enhance
their real-world environment by overlaying digital elements onto
it. It adds virtual pictures, characters, and information to the
user's physical surroundings, creating an interactive and visually
appealing experience. AR enhances the user's real-life
environment and can be experienced simply by using a
smartphone's camera or video viewer.
• AR devices come in many forms, from the typical smartphone to
specialized AR glasses or headsets. Smartphones and tablets
are the most common devices used for AR experiences, as they
have built-in cameras and can run AR apps with ease. However,
their small screens and limited processing power may limit the
quality of the AR experience.
7/21/2023 2

3. Augmented reality (AR) &
Virtual reality (VR)
• VR: Takes user engagement to a whole new level by immersing them
in an entirely computer-generated simulation of an alternate world.
Unlike AR, VR requires specialized equipment, such as computers,
sensors, headsets, and gloves, to create a fully virtual environment for
users to interact with. VR offers a complete escape from the real
world, allowing users to explore and experience virtually any visual or
simulated location, making it ideal for gaming, training, and various
immersive experiences.
• One of the most popular and widely accessible forms of VR is through
VR headsets designed to work with personal computers and gaming
consoles. These headsets provide a high-quality and immersive
virtual reality experience for gaming, entertainment, and various
applications
7/21/2023 3
Digital Digest

4. The Impact of AR and VR
technologies on
Consumer’s behavior
Digital Digest
• Enhanced Shopping Experience: AR allows
consumers to visualize products in their real
environment before purchasing. For instance,
with AR apps, customers can try on virtual
clothes, see how furniture looks in their homes,
or test makeup products virtually. This
enhanced shopping experience can lead to
increased confidence in purchasing decisions
and reduced returns, benefiting both
consumers and retailers.
• Increased Engagement and Entertainment:
VR provides immersive entertainment
experiences that fascinate consumers, leading
to longer engagement times and increased
interest in VR content and applications. This
amplified engagement can result in superior
brand loyalty and increased customer
satisfaction.
7/21/2023 4

5. The Impact of AR and VR technologies
on Consumer’s behavior
Digital Digest
• Emotional Impact: Immersive
experiences in VR can provoke strong
emotional responses from
consumers. Marketers and content
creators can leverage this emotional
impact to create striking and powerful
experiences that resonate with
consumers long after the interaction.
• Personalized and Interactive
Marketing: AR and VR technologies
enable brands to create interactive
and personalized marketing
campaigns. For example, AR can
offer location-based promotions or
personalized content, while VR can
provide unique branded experiences,
fostering a deeper connection
between consumers and brands.
7/21/2023 5

6. The Impact of AR and VR
technologies on
Consumer’s behavior
Digital Digest
• Brand storytelling: Enables companies to
engage customers in immersive way to tell
unique brand story. For instance, a company
can leverage VR technology to demonstrate
to customers its manufacturing facility,
providing an authentic behind-the-scenes
look at the production process. This
immersive experience can strengthen brand
loyalty and transparency by showcasing the
expertise and dedication behind the
products.
• Educating consumers: AR and VR
technologies enable brands to educate and
train their consumers on product or
service.For example, with VR you can train
medical professionals on how use new
technological devices required for jobs.
7/21/2023 6

7. Prada's Virtual
Reality: Bridging
Worlds, Creating
Connections
7/21/2023 7
• Through this extraordinary Virtual Reality (VR) experience,
users can explore the spaces that host Prada's renowned
exhibitions and initiatives, feeling a sense of closeness to the
brand's essence. Dynamically 'touch' and interact with the
exquisite clothes and accessories, discovering every intricate
detail of the brand's latest collections.
• From witnessing the captivating Spring/Summer 2020 men's
and women's fashion shows to glimpsing behind-the-scenes
of men's shoe crafting and the iconic Prada Cahier bag, this
VR journey offers an insider's perspective on the artistry that
defines Prada. Uncover the magic of the "Made to Measure"
project, where craftsmanship and creativity merge to create
custom-made treasures.
• They immerse costumers in the world of Prada, where
timeless elegance and Italian allure meet cutting-edge
technology. Preparing them for an unforgettable journey that
transcends physical boundaries, celebrating the essence of
beauty, quality, and excellence embodied by Prada.

8. Prada's Virtual Reality:
Bridging Worlds, Creating
Connections
Digital Digest
• Prada pioneers Virtual Reality, presenting a cutting-edge approach to immerse
customers in its captivating universe. This extraordinary journey stimulates the
senses and emotions, transcending boundaries and bridging distances to
establish a unique and intimate connection. Through this innovative experience,
Prada redefines the relationship between brand and audience, blending the
familiar with the novel, and leaving a lasting impact that resonates deeply with
everyone.
• This visionary project fosters a tangible connection with the brand, its places, and
its collections. Step into the vibrant streets and squares of cities like Tokyo, New
York, and Los Angeles, where Prada's Epicenter stores stand proudly, or venture to
the artistic enclaves of Fondazione Prada in Milan and Venice.
• Through this extraordinary Virtual Reality (VR) experience, users can explore the
spaces that host Prada's renowned exhibitions and initiatives, feeling a sense of
closeness to the brand's essence. Dynamically 'touch' and interact with the
exquisite clothes and accessories, discovering every intricate detail of the brand's
latest collections.
7/21/2023 8

9. Conclusion
• VR and AR undeniably hold significant potential as powerful tools for marketers. However,
their effectiveness in successful campaigns centers on the specific industry and product type.
While integrating these technologies can undoubtedly create a modern and positive brand
perception, it's crucial to recognize that they should complement, not replace, a holistic
marketing approach.
• It's essential to acknowledge that the consumer experience is influenced by the quality of their
devices. For instance, the VR experience on a smartphone may differ from that on AR
glasses. Brands must consider the diversity of devices and optimize their campaigns
accordingly to ensure consistent and seamless experiences for their target audience. By
adopting a thoughtful and strategic approach, businesses can leverage VR and AR as
valuable additions to their digital marketing arsenal, enhancing engagement and creating
memorable brand interactions with consumers.

10. Reference List
• “What’s the Difference between AR and VR?” Tulane School of Professional Advancement, 22
Dec. 2020, sopa.tulane.edu/blog/whats-difference-between-ar-and-
vr#:~:text=AR%20uses%20a%20real%2Dworld,only%20enhances%20a%20fictional%20realit
y.
• “Prada Virtual Reality.” Prada, www.prada.com/ww/en/pradasphere/special-
projects/2020/prada-vr.html#component_text_modul_1864436780. Accessed 21 July 2023.