In 2017, it seemed like XR was going to be the next big force in entertainment. Then, like many tech innovations before it, growth was slowed by consumer adoption. But now, a rebirth is on the horizon. XR has shown real promise in mental health, training, and simulation. A couple great examples are TRIPP (https://www.tripp.com) and Surgery Prep (https://www.meta.com/experiences/surgery-prep/6348219138606043). There’s also a new Meta headset coming soon, which will be priced to bring XR to a much wider audience.
At 2113 Labs, we made an early entry into the VR space by creating and marketing the first immersive music experience. We learned a lot along the way. If we were doing it again, here’s what we’d focus on first.
Event marketing
This is what delivered the best results for us. The key is thinking beyond tech or trade conferences and finding ways to connect with your end user. We took our experience to comic cons, where we could meet many fans of the type of music we were promoting in our experience. Sometimes, conventions would even give us free space because XR added something new and exciting to their event.
Promoted social video
Social media can be a vital tool for driving sales. Unfortunately, most XR companies are new to the market and don’t have well-established accounts. Building an audience organically can take years. The solution is boosting videos to an audience already predisposed to buy your experience. Meta platforms are especially helpful in targeting audiences who are interested in XR and already have headsets. But don’t create standard trailers. Social audiences decide whether they’re going to watch a video within the first 3 seconds, so it’s vital to start with the most engaging moment of your experience first. Also, it’s better to create a series of short videos than a single, full-length one.
Collab posts
There are usually multiple partners involved with bringing an XR experience to life – all of whom benefit from its success. A collab post allows you to combine audiences and greatly expand the reach of your posts. Equally important, it adds trust. If you’re a new company collaborating with a known studio, creator, distributor or platform, audiences will know you’ll deliver what you’re promising.
3 Effective Ways to Market XR Experiences
Daniel Quentin Zuber
COO | Director of Marketing Strategy and Innovation at 2113 Labs, and an influencer in trance music and EDM culture on Instagram @therealquentinZ.
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