Analyzing AR/VR Campaign Failures for Enhanced Audience Engagement
Project scope
Categories
Market research Competitive analysis Digital marketing Marketing strategy Marketing analyticsSkills
virtual reality augmented reality strategic alignment marketing research usabilityIn recent years, augmented reality (AR) and virtual reality (VR) have emerged as powerful tools for brand campaigns. However, many high-profile campaigns utilizing these technologies have not achieved the desired impact. The goal of this project is to investigate the reasons behind the failure of such AR/VR campaigns, focusing on gaps in audience engagement, usability, and strategic alignment. Students will conduct competitive research, perform primary audience testing, and analyze underperforming immersive campaigns across various industries, including retail, events, and cultural marketing. By understanding the shortcomings of these campaigns, students will provide actionable marketing insights that can help improve future AR/VR brand initiatives.
The project will culminate in a comprehensive report detailing the findings of the research and analysis. This report will include:
- A summary of competitive research and industry benchmarks.
- Insights from primary audience testing, highlighting engagement and usability issues.
- An analysis of specific underperforming campaigns, identifying strategic misalignments.
- Actionable recommendations for enhancing future AR/VR campaigns to better engage audiences and align with strategic goals.
Providing specialized, in-depth knowledge and general industry insights for a comprehensive understanding.
Sharing knowledge in specific technical skills, techniques, methodologies required for the project.
Direct involvement in project tasks, offering guidance, and demonstrating techniques.
Providing access to necessary tools, software, and resources required for project completion.
Scheduled check-ins to discuss progress, address challenges, and provide feedback.
Supported causes
The global challenges this project addresses, aligning with the United Nations Sustainable Development Goals (SDGs). Learn more about all 17 SDGs here.
About the company
MoVA Realities, a Princeton-led team, is building the "Canva for immersive experiences" to transform corporate training, marketing, and events through accessible WebXR solutions. Our mission is to help organizations create high-engagement activations with measurable results—bridging the gap between physical and digital interactions. By blending real and virtual worlds via the web, we empower trainers, event planners, and marketers to craft scalable, tech-friendly XR campaigns without the usual complexity. MoVA makes immersive experiences easy, impactful, and accessible, delivering real value and lasting impressions—no advanced hardware or coding headaches required.