Innovative Applications of Virtual Reality and Augmented Reality in New Media Marketing

Lin Yu

doi:10.54097/09x2aw37

Authors

Lin Yu

DOI:

https://doi.org/10.54097/09x2aw37

Keywords:

VR, AR, NMM, Adidas, Brand Innovation.

Abstract

This research delves into the innovative uses of Virtual Reality (VR) and Augmented Reality (AR) in New Media Marketing (NMM), specifically looking at Adidas as a case study. VR and AR have revolutionized marketing communications by providing interactive and immersive experiences that increase consumer delight and brand engagement. This study demonstrates that Adidas' virtual reality and augmented reality strategy is effective in increasing brand innovation, improving the user experience, influencing purchase decisions, and strengthening brand loyalty. To show how virtual reality and augmented reality have improved sales, customer happiness, and brand recognition, this article examines market context, data insights, and the outcomes of Adidas' VR/AR initiatives. The study explores how Adidas can adapt and enhance its VR/AR marketing strategy to adapt to evolving market conditions and consumer preferences. The paper suggests that encouraging open communication, providing opportunities for professional development, and fostering a positive work atmosphere can enhance the use of virtual reality and augmented reality in marketing.

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