I was delighted to be asked by journalist Joanna Goodman to comment on how Brands are experimenting with immersive technology to create electronic empathy – blending digital and experiential marketing to bring shared experiences to a wider audience.
“This ‘real world’ AR opens new brand opportunities, not only for sponsorship, real world retail gamification and foot traffic, but for the creation of segmentation tools to interpret the massive datasets of user preferences and behaviours which Pokémon Go encourages,” says Martin Hollywood, lead creative technologist at Razorfish London.