Analyzing AR/VR Campaign Failures for Enhanced Audience Engagement

In recent years, augmented reality (AR) and virtual reality (VR) have emerged as powerful tools for brand campaigns. However, many high-profile campaigns utilizing these technologies have not achieved the desired impact. The goal of this project is to investigate the reasons behind the failure of such AR/VR campaigns, focusing on gaps in audience engagement, usability, and strategic alignment. Students will conduct competitive research, perform primary audience testing, and analyze underperforming immersive campaigns across various industries, including retail, events, and cultural marketing. By understanding the shortcomings of these campaigns, students will provide actionable marketing insights that can help improve future AR/VR brand initiatives.

Analyzing and Enhancing AR/VR Brand Campaigns

This project aims to delve into the world of augmented reality (AR) and virtual reality (VR) brand campaigns that have not met their intended success across various sectors. The primary goal is to identify the reasons behind their underperformance and to uncover strategic gaps that may have contributed to these outcomes. By conducting a thorough analysis, learners will gain insights into the common pitfalls and challenges faced by these campaigns. The project will enable students to apply their classroom knowledge of marketing, data analysis, and immersive technologies to real-world scenarios. Ultimately, the objective is to propose data-backed recommendations that can enhance future immersive marketing strategies, aligning with MoVA Realities' mission to deliver more accessible and effective WebXR solutions. The project will focus on a small number of closely related tasks, ensuring that it is manageable within the given timeframe and skill set of the learners.

Strategic Analysis of AR/VR Brand Campaigns

Despite increasing investment in immersive experiences, many AR/VR brand activations fall short—disengaging users or missing business goals. In this capstone project, students will act as strategic consultants for MoVA, a Vancouver-based immersive tech company, to investigate failed AR/VR campaigns and identify recurring breakdowns in experience design, market fit, and deployment. Students will evaluate 3–5 real-world campaign failures across retail, event, and cultural sectors, applying strategic management frameworks, competitive analysis, and market research to assess what went wrong. MoVA will provide campaign leads, industry context, and support throughout. The goal is to identify gaps in customer expectations, messaging clarity, and execution strategy—and then recommend actionable improvements. Students will synthesize their insights into a full strategy report, helping MoVA refine its offerings while equipping brands with a smarter path to immersive marketing success.

AI-Powered Immersive Experience Platform Framework

MoVA Realities is embarking on the development of an AI-powered immersive experience platform aimed at revolutionizing enterprise interactions. The goal of this project is to define the initial software development framework that will serve as the foundation for the platform's Minimum Viable Product (MVP). This involves identifying and prioritizing key requirements that will ensure the platform's scalability, usability, and effectiveness for enterprise adoption. The project will focus on creating a structured approach to software development that aligns with MoVA's vision of integrating AI into immersive experiences. Learners will apply their classroom knowledge of software development methodologies, AI integration, and user experience design to outline a comprehensive framework. The project will involve tasks such as conducting requirement analysis, designing system architecture, and establishing development priorities, all of which are crucial for the successful launch of the MVP.