The immersive experience, a digital strategy that is proving its worth

What is an immersive experience?

Immersive experience is the combination of a person's cognitive, affective and conative aspects through the implementation of an experience.

In order to understand what this term means, we will define the following three words: cognitive, affective and conative. 

The term cognitive means that the user will keep a trace, a memory in his mind. 

The affective aspect, on the other hand, makes it possible to send back an image that is precise and positive to the person.

Finally, the conative aspect is the fact that it makes the person experiencing it want to possess or experience something.

The immersive experience brings together these three categories of sensation/emotion that the person living this experience will be able to feel. We can therefore obviously speak of the consumer's immersion in the universe that the brand wants to transmit and share. As you will have understood, the aim of this experience is not to directly promote a product by presenting it directly, but rather to create a universe, a story around this product or the brand.

Of course, the immersive experience can be created through different technologies such as virtual reality but especially augmented reality. Indeed, as AR is present on different media and only requires a smartphone or a tablet to be used, it is almost accessible to everyone and free of charge.


Why does this experience appeal so much?

In addition to the scientific aspect that we discussed above, there are 4 characteristics that help explain and understand the attractiveness of augmented reality content.


👉🏻  Interaction

This means that a relationship has been created between the user and one or more elements.Here we can very quickly say that there are two simultaneous interactions, the first is the interaction with the medium, here the smartphone, and the interaction with the content.

👉🏻  Control

It is the fact that users, through interaction with the content, can choose whether or not to continue the experience. That is, most people have made the choice to start the experience and can evolve it at their own pace.

👉🏻  Absorption

To define this term, here is a brief explanation of what it means. It is the fact of being concentrated and in a bubble in front of an experience or something. So a person who is absorbed in something will not necessarily be able to pay attention to what is going on outside his or her bubble.

👉🏻  Relationship with the brand

The aim of this content is to create a link with users and to spread the atmosphere and universe of the brand. By offering AR content, the brand makes a decision to get closer to its community and to offer them highly entertaining content. Thus, by living this type of experience, people associate the brand with something positive or negative depending on whether they are satisfied with the interaction they had.

As you can see, a brand offering augmented reality content actually offers an immersive experience to the user and shares the brand's universe in a fun and interactive way. It is a way to get closer to its community without being intrusive since it is the person who controls the content and discovers the content at their own pace.

Do you have a project in mind or would you like to know more about the possibilities offered by augmented reality? Request a quote online!