Augmented reality and virtual reality are no longer confined to the world of video games or futuristic gadgets—they’ve become powerful tools for brands to elevate their online presences and create experiences that truly captivate. As these immersive technologies continue to grow, so does their impact on how consumers engage with brands.
In fact, the AR and VR marketing industry is set to explode, jumping from $4.5 billion in 2023 to a massive $24.2 billion by 2033.
But here’s the kicker: social media is the perfect playground for these innovations. Social platforms are becoming more than just spaces for scrolling—they’re interactive hubs where brands can forge deeper connections with their audiences. With immersive experiences, personalized ads, and virtual events, social media allows AR & VR companies to engage like never before.
Let’s dive into some of the standout campaigns that are using social media to amplify these immersive experiences
- The Power of Social Media for AR & VR Marketing
- 1. Gucci’s AR Try-On: Luxury, Now with a Virtual Twist
- 2. Grimace Shakes Things Up: McDonald’s AR Campaign That Went Viral
- 3. Faces’ AR Beauty Campaign: A National Day Filter for the Ages
- 4. Basic-Fit’s Euro 2024 AR Campaign: Turning Football Fans Into Brand Champions
- 5. Fenty Beauty x Arcane: When Gaming Meets Glam
- 6. Bershka's Semi-Digital Clothing: A Fashion-Forward Future
- The Future of Social Media Marketing Is Immersive—and It’s AR
- Frequently Asked Questions
The Power of Social Media for AR & VR Marketing
From jaw-dropping experiences to playful interactions, social media is reshaping how AR & VR brands connect with audiences. Here are some of the most innovative social media campaigns making waves in the AR & VR world.
1. Gucci’s AR Try-On: Luxury, Now with a Virtual Twist
Gucci, known for its high-end fashion, took the AR world by storm in 2020 with a collaboration on Snapchat that allowed users to virtually try on luxury sneakers. The AR Try-On campaign wasn’t just a tech experiment—it was a peek into the future of shopping, where fashion and social media collide.
With the simple tap of a screen, users could slip into iconic Gucci designs like the Ace or Rhyton sneakers, and then easily move from virtual try-on to purchase, all within Snapchat’s seamless interface.
This campaign showed that luxury doesn’t always have to be exclusive—it can be interactive and fun, even on a platform known for filters and selfies. Gucci bypassed traditional influencer-heavy campaigns, instead allowing Snapchat’s AR tech to drive the buzz.
The results? Over 18 million unique users reached and a positive ROI on ad spend, proving that even high-end brands can make waves with the right tech and timing.
2. Grimace Shakes Things Up: McDonald’s AR Campaign That Went Viral
McDonald's Grimace Shake campaign is a perfect example of how nostalgia and AR can work wonders together. When McDonald’s launched this purple milkshake in the Nordics, they didn't just introduce a new drink—they sparked a cultural moment.
Through Snapchat’s AR lens, users could virtually try on oversized sunglasses, channeling Grimace’s playful persona. What followed was a snowball effect of organic user-generated content (UGC) that turned the campaign into a viral sensation, driven by everyday users on TikTok and Snapchat.
@mommasparkleseffectqueen Trying the Grimace Shake effect #grimaceshake #happybirthdaygrimace #grimaceshakeeffect #mcdonalds #mcdonaldsgrimaceshake ♬ original sound - CEO of new effects
The magic of this campaign? It wasn’t just about the drink; it was about how McDonald’s embraced the strange and fun aspects of user-generated content, particularly when it came to exaggerated TikTok videos that spun the Grimace Shake into a meme.
By leaning into this organic chaos, McDonald’s made the campaign feel spontaneous and authentic. The results? A boost in ad recall and product awareness, not to mention a cultural moment that had people laughing and sharing for weeks.
3. Faces’ AR Beauty Campaign: A National Day Filter for the Ages
In Saudi Arabia, Faces used AR to turn beauty and national pride into a powerful marketing tool. For Saudi National Day 2024, the brand launched an AR filter on Snapchat that allowed users to overlay festive greetings onto their selfies. What made this campaign so special was how it tapped into the personal pride of Saudi citizens, turning everyday users into brand advocates.
There were no high-profile influencers here—just everyday people sharing their personalized National Day messages.
The campaign’s results were staggering: over 4.9 million Snapchat users in Saudi Arabia engaged with the AR filter, and 70% of that reach was entirely organic. The campaign’s engagement rate was five times higher than typical regional benchmarks, proving that with the right cultural context and a user-focused approach, AR can become a powerful tool for authentic connection.
4. Basic-Fit’s Euro 2024 AR Campaign: Turning Football Fans Into Brand Champions
In 2024, Basic-Fit took a spot on the Euro 2024 bandwagon, rolling out a Snapchat AR campaign that gave football fans the chance to virtually rock their favorite player’s gear. The campaign’s AR lenses allowed users to wear iconic accessories like Memphis Depay’s headband or Kylian Mbappé’s tri-colored mask, instantly connecting them to the excitement of the tournament.
This wasn’t just about promoting fitness—it was about tapping into the passion of football fans, making the brand part of the larger conversation surrounding the Euro.
The numbers were impressive. With high engagement rates and a significant brand lift in both the Netherlands and France, Basic-Fit proved that even brands without celebrity endorsements can create a massive impact when they leverage real-time events and interactive technology. The lesson here? Timing and relevance are key to turning fans into brand champions.
5. Fenty Beauty x Arcane: When Gaming Meets Glam
Fenty Beauty took cross-industry collaboration to the next level with its 2024 partnership with Riot Games’ Arcane series. By introducing AR filters that allowed users to try on character-inspired makeup looks from the animated series, Fenty captured the attention of both the gaming and beauty worlds.
This wasn’t just about promoting makeup—it was about tapping into the emotional connection fans had with the Arcane characters, while also engaging them in a fun, creative, and shareable experience.
@llomanes ACT III IS SO GOOD 😭 i can’t believe its over : ( The ending made me cry lol they gave everyone tissues after the screening @League of Legends @Fenty Beauty #fentyxarcanegiveaway #arcane #jinx #vi #caitlyn #victor #gloriousevolution #jayce ♬ Remember Me - from the series Arcane League of Legends - d4vd
The campaign’s success wasn’t just in its high engagement—it was in how seamlessly it blended two distinct worlds: gaming and beauty. Fans didn’t just see themselves as consumers—they were part of an immersive cultural event that spanned multiple communities.
And when both makeup and gaming influencers jumped on board, the campaign's organic reach was massive, proving that when two worlds collide, the result can be nothing short of magical.
6. Bershka's Semi-Digital Clothing: A Fashion-Forward Future
Bershka's 2024 campaign with FFFACE.ME blurred the lines between physical fashion and digital innovation. The launch of the world’s first semi-digital clothing collection didn’t just push fashion boundaries—it obliterated them. By using augmented reality, Bershka invited users to try on digital clothing via Instagram and TikTok, creating an immersive experience that felt as fresh as it was futuristic.
This wasn’t just about wearing clothes; it was about stepping into a virtual art form that merged high fashion with cutting-edge technology.
@ffface.me Level up your style game with the ‘Cyber Toy’ Semi-digital tee from the ‘Wearable Art’ drop FFFACE.ME x @BERSHKA The garms are available on the #BERSHKA site. Play around with the selfie mode via Bershka’s official Instagram filter tab 😈 #Bershkastyle ♬ som original - ★
What made this campaign stand out wasn’t just the virtual try-ons—it was the way Bershka combined online and in-store experiences to engage a global audience. Whether on the streets or through their phones, Bershka made shoppers feel like pioneers in a new digital fashion era. And when the collection sold out, it was clear that this wasn’t just a marketing campaign—it was the future of fashion.
The Future of Social Media Marketing Is Immersive—and It’s AR
Augmented and virtual reality tech is setting the stage for a new wave of marketing where immersive experiences are the currency. With brands like Gucci, McDonalds, Bershka, and Fenty Beauty embracing AR, the lines between reality and virtual are blurring, offering fans new ways to connect, engage, and share.
These campaigns don’t just sell products—they create moments that resonate with audiences on a deeper level. But for your AR or VR product to succeed, it needs the right exposure and social media can provide that. Get ready—this is just the beginning of a new era in marketing.
Frequently Asked Questions
How are AR and VR used in social media marketing?
AR and VR in social media marketing enable brands to create immersive, interactive experiences that engage users and promote products or services. These technologies enhance storytelling and allow users to interact with content in new, memorable ways, making them more likely to share and connect with brands.
What are some of the most popular types of AR/VR campaigns on social media?
Top campaigns often focus on creating viral content that users can engage with directly. Some popular examples include AR filters on Snapchat and Instagram, virtual try-on features for products like makeup or furniture, and interactive VR brand experiences that immerse users in product demos or live events.
How can AR and VR improve customer engagement on social media?
- Increased Interactivity: AR and VR enable users to interact with content, creating a more engaging experience than traditional ads.
- Enhanced Personalization: Brands can deliver tailored experiences based on user preferences, driving stronger connections.
- Higher Shareability: AR filters and VR experiences are often fun and shareable, which can increase brand exposure across social platforms.
The use of AR and VR also encourages users to become part of the campaign, further boosting engagement and brand visibility.
How do AR and VR differ in terms of their use in marketing?
| Aspect | AR Marketing | VR Marketing |
|---|---|---|
| Experience | Augments the real world with digital content. | Fully immerses users in a virtual environment. |
| User Interaction | Users interact with real-world surroundings. | Users are entirely immersed, with more control over the experience. |
| Usage | Primarily used for product try-ons, interactive ads, and games. | Used for virtual storefronts, immersive storytelling, and events. |
| Tech Requirement | Requires a smartphone or AR-enabled device. | Requires VR headsets for the full experience. |
While both offer immersive experiences, the key difference lies in how deeply the user is involved in the interaction.
What is the future of AR and VR in social media marketing?
As AR and VR technologies continue to evolve, their role in social media marketing is expected to expand. Expect more hyper-personalized ads, live event experiences, and virtual storefronts, all aimed at creating stronger emotional connections with consumers. These technologies will also integrate more with AI, making campaigns even more responsive to consumer behavior.
How can brands leverage AR/VR to drive sales?
AR and VR offer brands the ability to create immersive shopping experiences, such as virtual try-ons or "try-before-you-buy" campaigns. This makes it easier for consumers to visualize products in their own space or on themselves, reducing purchase hesitation and boosting conversion rates. By integrating these experiences into social media platforms, brands can drive direct sales while enhancing their online presence.
