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Immersive Brand Experiences: Using AR, VR & Interactive Storytelling to Engage UK Audiences

By Leke — a practical guide for marketers, creative leads and experience designers

Imagine a London commuter scanning a poster at Waterloo and instantly seeing a new sneaker appear on their feet through their phone; a museum-goer stepping into a recreated artist’s studio in VR and feeling the texture of paint brushes; or a luxury shopper virtually trying on a Burberry scarf from their sofa before buying. Those moments aren’t sci-fi any more — they’re practical, measurable marketing tactics that UK brands are using today to cut through noise and build loyalty. This article explains how AR (augmented reality), VR (virtual reality) and interactive storytelling work together, why UK audiences respond well, and — crucially — how brands can design immersive campaigns that drive real business results.

What we mean by AR, VR and interactive storytelling (short primer)

AR overlays digital content onto the user’s real world (think a phone camera placing furniture into your living room). VR replaces the user’s environment with a fully digital one (a headset transports you into a 3D scene). Interactive storytelling is the creative architecture — narrative arcs, choices, and sensory cues — that turns those technologies into memorable journeys rather than tech demos.

Used together they create what the industry calls XR or immersive experiences: AR for on-the-go, low friction discovery; VR for deep, memorable, often multi-sensory involvement; and interactive storytelling to guide emotions, choices and conversions.

Why UK audiences — and why now

Two forces make this moment ripe in the UK:

Cultural institutions and brands are already experimenting at scale. The National Theatre and major museums have been running immersive storytelling and VR projects for years, moving immersive tech from niche festival pieces into mainstream programming. These early institutional investments normalise immersive formats for UK audiences. (National Theatre)
Business adoption and demonstrable use cases are rising. Analysis of UK XR activity shows a large body of practical deployments across sectors — hundreds of use cases in education, retail, manufacturing and culture — with a strong bias toward VR for training and AR for consumer engagement. PwC’s UK coverage of immersive tech highlights thousands of real examples and reports that a majority of UK XR projects currently favour VR, while many are directly consumer-facing. That makes it easier for marketers to point to proven precedent and measurable KPIs. (PwC)

These shifts are matched by device and platform improvements — web-based AR (WebAR), better mobile cameras, and more integrated 3D delivery via social apps — meaning the technical barriers for consumers to try immersive experiences are lower than ever.

Compelling UK case studies (what worked and why)

Burberry — virtual scarf try-ons

In late 2024 Burberry launched a virtual scarf try-on experience that lets customers use their phone to see how scarves would look styled on them in real time. The experience blended web 3D and AR so users could access it online or in selected stores, and it connected to product pages to shorten the path to purchase. This shows two important lessons: luxury brands can use AR to extend the in-store fitting room into anyone’s pocket, and integrating commerce into the AR flow drives conversion rather than mere discovery. (Burberry Plc Corporate)

IKEA — room visualisers and VR configurators

IKEA’s AR/VR work is a textbook example of product utility plus engagement. AR furniture placement apps (IKEA Place and follow-on tools) let shoppers place true-to-scale 3D furniture in their homes so they can judge size and fit before buying — reducing returns and increasing purchase confidence. On the VR side, IKEA has used room visualisers and kitchen configurators to allow deeper exploration of complex purchases. These tools demonstrate that immersive tech is particularly effective when it removes friction from a real world decision (will this sofa fit?) rather than simply entertaining. (IKEA)

Arts & culture — National Theatre and Tate

Cultural institutions in the UK are using VR not only as an attraction but as a storytelling medium. The National Theatre’s immersive studio and related projects experiment with VR films and installations that expand theatrical narratives beyond the stage; Tate projects have recreated historic studios and used multi-sensory VR to deepen visitor empathy and recall. For brands, these cultural examples are useful templates for narrative authenticity and multi-sensory design. (National Theatre)

What makes immersive storytelling effective (the psychology & mechanics)

Presence & attention: VR creates “presence” — the psychological sensation of being inside a story — dramatically increasing memory and emotional resonance. Even short VR moments can outperform video in brand recall.
Agency & personalisation: Interactive branches and AR try-on tools give users agency. When people make choices within a narrative or visualise products on themselves, they produce higher intent and attachment.
Contextual relevance: AR overlays are most effective when they help solve a real decision (fit, colour, orientation) in a user’s environment. Utility + novelty = stickiness.
Social proof & shareability: Immersive moments that are easy to capture or share (AR selfies; 3D product snapshots) turn participants into micro-influencers, amplifying reach without large ad budgets.
Multi-touch conversion paths: The best programs think beyond a single AR or VR moment; they design a path: teaser (social AR lens) → deeper experience (micro-site VR or in-store kiosk) → commerce (linked product pages) → follow-up (email with a tailored offer).

Shopify and other marketing analysts note that AR marketing tends to increase engagement, brand perception and conversion when tied into commerce and measurement pipelines — i.e., when marketers treat AR as measurable and shoppable, not just showy. (Shopify)

Practical playbook for UK brands (from strategy to measurement)

1) Start with the business question, not the tech

Ask: “What customer hesitation or storytelling opportunity would an immersive layer fix?” Examples: reduce returns for furniture, increase try-on conversion for accessories, deepen charity donations via empathy VR, or create PR-worthy immersive launches.

2) Choose the right medium for the job

Low friction, wide reach: WebAR (no app) and social lenses (Snapchat, Instagram, TikTok) are perfect for discovery and shareability.
Purchasing confidence: AR try-ons and room visualisers directly reduce friction for e-commerce.
Deep brand experiences / events: VR installations, pop-up XR rooms and multi-sensory exhibits work when you want a memorable narrative event and aren’t reliant on mass scale immediately.

3) Design for inclusivity and accessibility

Ensure AR UI works with varied phone hardware (fallbacks if devices aren’t AR-capable), caption any audio, and be mindful of motion sickness in VR designs. Cultural institutions show how to design multi-sensory options that include audio description, haptic alternatives or seated experiences to broaden reach. (Tate)

4) Build the shortest purchase path

Embed calls to action inside the experience. Burberry’s virtual scarf experience linked AR to product pages — a key reason why these efforts move the needle. Commerce integration matters. (Burberry Plc Corporate)

5) Measure early and often

Track:

Discover → engagement rates (impressions → launches)
Dwell time and interaction depth inside the AR/VR experience
Click-throughs to product pages and add-to-cart actions
Conversion lift vs control groups (A/B test with and without AR)
Social shares and earned media value

AR/VR metrics are not magic; they’re granular. Treat them like any digital campaign: instrument events, track cohorts, and report ROI.

Creative templates & interactive storytelling techniques

Try-Before-You-Buy narrative: Lead with utility (e.g., “place it in your room”), then layer in story: what the product enables in daily life (a coffee table scene animated with family interactions).
Time-travel / origin stories: Use VR to put users in the founder’s shoes: a 360 film showing the artisan handcrafting a product deepens perceived value.
Branching experiences: Let users make choices that reveal product variants or pathways (colour, size, styling). Choices increase memory and can feed custom CRM profiles.
Location-based AR hunts: Gamify discovery in cities or stores (Snapchat/AR Landmarker lenses at landmarks), which both drive footfall and generate social content.
Multi-sensory layering: For event or museum shows, add audio, scent or tactile elements (the Tate’s Sensorium shows how multi-sense VR boosts recall). (Frontiers)

Production & technology tips (keep costs under control)

WebAR vs native apps: WebAR is lower friction and cheaper to distribute. Reserve native apps for sustained utility (e.g., brand loyalty apps) or hardware integration (e.g., AR glasses).
Reuse 3D assets: Build a central 3D asset library that can be repurposed across ads, AR lenses, product pages and metaverse spaces.
Progressive enhancement: Ship a basic AR experience fast, then add features (animation, personalization) after validating demand.
Privacy & data: If you capture face/body data for try-ons, treat it as sensitive. Be explicit in permissions and retention windows.

Pitfalls to avoid

“Tech first” projects: Don’t build AR because it’s cool. Build it because it moves a KPI.
Poor UX in early moments: If detection is slow or the AR overlay looks unrealistic, users bail quickly. Test on low-end devices.
No commerce path: A beautiful AR moment that doesn’t make buying easy is a PR win but a conversion failure.
Ignoring measurement: Without control groups and event instrumentation, you’ll never prove ROI or learn what to optimize.

Emerging platforms and the UK context

Luxury and fashion continue to be early adopters in the UK; Vogue and retail trackers report that brands are increasingly using AR/VR to reach younger, tech-savvy audiences and to extend runway or store launches into digital spaces. As devices like mixed reality headsets mature, expect deeper integrations (virtual flagship stores, hybrid events that blend live actors with XR) — but measured, commerce-linked AR will remain the fastest path to measurable returns. (Vogue Business)

A simple campaign blueprint (example)

Goal: increase online accessory conversion by 20% during a seasonal campaign.

Tease (Social): 7-day countdown with an AR Snapchat/Instagram filter that lets users “try” the accessory (short, shareable).
Activate (Site): WebAR try-on on product pages with direct “Buy” button and “See in store” option for bigger items.
Deepen (Email/Retargeting): Users who tried but didn’t buy get a follow-up with a short VR mini-story about the product’s craft, plus a limited-time discount.
Measure: Track trial → add-to-cart → purchase conversion and compare to non-AR cohort. Use qualitative feedback (post-purchase survey) to iterate.

This combines low-friction discovery, practical decision support, and narrative resonance — three ingredients that make immersive campaigns effective.

Immersive Brand Experiences — case studies, comments & practical examples

Nice — here are compact, ready-to-use case studies with short commentary and concrete examples you can copy into briefs or presentations. Each case includes what they did, why it worked (or didn’t), and how to adapt it for your brand + 2 KPIs to track.

1) Burberry — web-based AR try-on for scarves

What they did: Burberry launched a web 3D + WebAR experience so customers could use a phone camera to see scarves styled on themselves, available both online and in select stores. (Burberry Plc Corporate)
Why it worked: Luxury value is tied to look & provenance — AR removes friction in styling while preserving premium presentation. WebAR (no app) kept reach high.
How to adapt: Build a WebAR try-on that links a “Try” directly to product pages and a one-tap checkout. Style the experience with branded transitions and short product stories.
KPIs: AR try-on → add-to-cart lift; conversion rate of users who launched the AR experience vs control.

2) IKEA — “place it in your room” visualiser + VR configurators

What they did: IKEA’s AR tools (IKEA Place) let shoppers place true-to-scale furniture in homes; VR configurators allow deeper walkthroughs for complex purchases. (Medium)
Why it worked: Solves an explicit buyer fear (“will it fit?”), reducing returns and improving purchase confidence. Practical utility = measurable business outcome.
How to adapt: Use AR to answer size/fit doubts for bulky/complex products; complement with a VR or 3D configurator for high-consideration purchases. Reuse 3D assets across web, social and in-store kiosks.
KPIs: Return rate change; time-to-purchase after AR session.

3) ASOS — virtual fitting & “see my fit” experiments

What they did: ASOS trialled virtual fit tech (See My Fit / Zeekit integration) and virtual catwalk features to show clothing on different body types and in motion. (ASOS plc)
Why it worked: Fit & sizing are the biggest barriers in online fashion; showing garments on a user’s body or similar silhouettes increases confidence and reduces sizing complaints.
How to adapt: Offer variant demos (plus-size, petite) and a short “how it fits” video generated from AR/AI—use this content on PDPs and in ads.
KPIs: Size-related returns; conversion uplift among users who use the fit tool.

4) Rimmel London + Snapchat Landmarker — bold public AR stunt

What they did: Rimmel used Snapchat Landmarker lenses to transform London landmarks (Tower Bridge) into product visuals and offered try-on lenses alongside TV creative. (forbusiness.snapchat.com)
Why it worked: A high-impact PR moment that also drove social shareability and funnel reach via pre-built Snapchat ad formats. Landmarkers create spectacle and earned coverage.
How to adapt: Pair a landmark/urban Landmarker with product try-on lenses and a local OOH-to-AR QR activation (scan poster → Lens). Track earned media and social amplification as part of ROI.
KPIs: Lens opens; earned media value (PR mentions + social shares).

5) Tate / Tate Sensorium — museum VR & multi-sensory experiments

What they did: Tate projects have recreated artists’ studios and used multi-sensory VR exhibits (Sensorium, studio reconstructions) to deepen visitor empathy and recall. (Tate)
Why it worked: Cultural authenticity + narrative context increases perceived value and engagement — ideal for brands that want to build trust and heritage narratives.
How to adapt: Use VR to tell origin stories (artisan, workshop), combined with tactile or scent elements at pop-ups to lift memorability. Offer a short VR film as a VIP reward for high-value customers.
KPIs: Dwell time; brand recall in post-experience surveys.

6) National Theatre — Immersive Storytelling Studio & VR extensions

What they did: National Theatre’s Immersive Storytelling Studio prototyped VR adaptations of stage material — short VR films and interactive music/scene experiences that extend narratives beyond the theatre. (National Theatre)
Why it worked: Extends the theatrical IP into new formats, broadens audience reach (and revenue streams) and gives fans multi-layered ways to connect with content.
How to adapt: Adapt flagship campaigns into short VR chapters or 360 films that reward deeper fans and increase time spent with IP. Use these as gated rewards in loyalty programs.
KPIs: New audience acquisition from VR viewers; secondary revenue (ticket purchases or merch) after VR exposure.

7) Luxury landmarker & spectacle campaigns (Louis Vuitton / Vuitton + Snap examples)

What they did: Luxury brands have used Snap Landmarkers to overlay art or brand motifs on global landmarks — a creative way to reach Gen-Z and earn press. (Vogue Business)
Why it worked: Blends luxury storytelling with playful, shareable AR — especially effective for limited drops or artist collabs.
How to adapt: Use limited-time Landmarker activations tied to launches; amplify with influencer AR challenges. Ensure on-platform conversion paths (shop link or reservation).
KPIs: Social UGC generated; direct traffic uplift to product launch pages.

Quick comments — what these case studies teach us (short checklist)

Design for a decision, not the tech. AR that answers a buyer question (fit, size, placement) reliably outperforms novelty AR. (DIVA Portal)
Keep the purchase path tight. The most successful brand AR links users immediately to commerce (product page / reserve-in-store). (Burberry Plc Corporate)
Mix low-friction discovery with high-impact deep experiences. Use social lenses & WebAR for reach; use VR pop-ups or immersive theatre for PR and brand depth. (Financial Times)
Measure like digital marketing. Instrument AR/VR events, run control tests, and treat dwell time and interaction depth as real conversion signals. (Social Media Today)

Ready-to-use examples you can paste into a creative brief

“Try & Buy” WebAR module (fashion accessory) — web AR try-on, 10s product film, buy button + cookie to retarget non-buyers. KPI: 15% lower returns among AR users. (Burberry Plc Corporate)
“Place & Purchase” for furniture — 3D assets integrated into PDPs + “See in my room” CTA; push to “book a measurement” if item is large. KPI: reduction in returns; increase in add-to-cart. (Medium)
Landmarker PR stunt + influencer seeding — 48-hour landmark overlay, influencer Lens walkthroughs and QR codes on site. KPI: lens opens + PR reach. (Vogue Business)