There is a strong trend of brand experiences becoming more entertaining, immersive and capturing customer’s imagination and attention. Immersive digital experiences provide an opportunity to communicate a brand’s narrative at scale and in non-physical environments. Customers’ expectations in this area have increased substantially as the quality of campaigns and digital tools increases.

The following example from Google is a great use of digital tools to provide an engaging online experience to customers. In the Google Night Walk example, narrators lead you through a walking tour of Cours Julien, a neighbourhood of Marseille, France. It’s immersive, educational and is augmented with data from Google's Knowledge graph as you progress.

Experience Google Night Walk for yourself:

Google's proof of concept reveals an opportunity for disruption in the travel industry for certain types of trips (why spend 24 hours in the middle seat of a plane travelling to Europe?).

The same immersive concept applies to many retail examples allowing customers to personalise or try on items as well as interacting with the full range of products like the following examples form Kate Spade and Sport Chek.

Kate Spade

Sport Chek