In 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.