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The Immersive Wire - 17 February 2021

February 17, 2021

 

By Tom Ffiske // 17 February 2021Been forwarded the newsletter? Consider

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Main Story

Let's talk about the use of AR during the Super Bowl. Now, while I don't care about American football - in our country, UK football is an excuse to see friends in the pub and slosh about - I still recognise its importance for big-brand marketing. For example, last year the NFL delivered a series of AR filters ahead of the games, and it reached a whole bunch of people.

, the lenses and filters reached 45 million Snapchatters during Super Bowl weekend and 101 million impressions.

gives a great analysis on this. Pepsi, Verizon, and Facebook dabbled with new filters during the event, but what struck me was the scale of engagement. Imagine being able to track what shoppers are doing at home, by shooting out a QR code so that people can try them out? It's a fun way to tell a brand's story, and with the growth of WebAR it's easier than ever to deliver it. And better yet, see what they are clicking on and what interests them. Beyond the hype, I would love to see stats from this year's Super Bowl to see how effective the AR campaigns were. While it has spectacle, I would be curious to see if it drove additional footfall for its businesses. If the numbers are good, that's a game-winning kick. But if the numbers are lower than expected, I can see how it could be an own-goal.

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Top stories, with analysis

Want to contribute a new story? Send an email to tom (at) virtualperceptions (dot) com.The Polys announced their

, and the hosting website is... interesting.

  • If you don't click through; imagine a 1990s cyber world where users physically wander around the space to learn more about them.

  • Navigating the space is fun for the first thirty seconds, but it is difficult to learn more about the event and the novelty runs out quickly.

  • On the one hand, it makes sense to make a WebXR site for WebXR awards. On the other hand, the interface is so finnicky that I wouldn't want to use it all the time. Even if it's relevant, I would have prioritised UX over event alignment.

  • But as for the event itself, I look forward to seeing the winners as WebXR is an exciting area.

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