What is the core purpose of integrating VR/AR into experiential marketing, beyond novelty?

The core purpose of integrating VR/AR into experiential marketing, beyond novelty, is to create deeply immersive, personalized, and informative brand experiences that are otherwise physically impossible or impractical to deliver. While VR (Virtual Reality) and AR (Augmented Reality) can initially attract attention due to their technological novelty, their true value lies in their ability to enhance engagement and provide unique value. For example, a furniture retailer could use AR to allow customers to visualize how a sofa would look in their living room before purchasing it. VR could allow a prospective car buyer to virtually test drive a vehicle on a race track from the comfort of a dealership. These technologies enable brands to deliver highly customized and memorable interactions, extend the reach of physical experiences, and provide consumers with valuable information and functionality, ultimately strengthening brand connections and driving desired behaviors. They transform passive observation into active participation, creating experiences that resonate on a deeper, more emotional level.