Immersive Advertising through Co-Creation: Lessons from the Visitor Economy How to Enhance Experiential Competitiveness With an “Attract, Convert, and Delight” Strategy

Abstract

Immersive technologies are gaining popularity and attracting millions of users. Businesses are using immersive technologies for advertising purposes to influence consumer behavior. Stemming from an experiential marketing framework, this paper conceptualizes immersive advertising by integrating three prevailing theories and bringing examples from five visitor industries—in South Korea, Saudi Arabia, and Singapore; at the Coachella Valley Music and Arts Festival (United States); and on Emirates Airline (United Arab Emirates). Immersive advertising provides opportunities for businesses to engage with customers in a unique and immersive way through stimulated presence and mental imagery, ultimately increasing brand awareness and driving sales. The proposed immersive advertising strategy for enhancing competitiveness consists of three pillars: attract, convert, and delight.