Extended reality (XR) technology company Olymplanet held the '2nd Immersive+ Forum' at the Trade Tower in Samseong-dong, Seoul on the 27th and shared branding cases utilizing XR technology in the food and beverage (F&B) industry.
Approximately 30 retail and marketing professionals attended the forum, which discussed digital pop-up store strategies utilizing XR technology and global F&B branding trends. The event was moderated by Shin Seung-ho, Managing Director of Olymplait Planet. Following the presentation, participants networked and exchanged ideas on potential collaborations.
The first presenter, Lee Han-na, a manager at Woongjin Foods, shared the planning background and achievements of the "Sky Barley Online Pop-up Store," introducing the case study. She stated, "While I can't disclose specific figures, we achieved a higher customer acquisition rate relative to our budget compared to offline pop-up stores." She added, "For products with high brand awareness, effective consumer communication is possible through digital channels alone."
Next, Choi Ye-na, CEO of Beforebrand, presented XR branding examples from global F&B companies. She introduced examples from ketchup brand Heinz, Unilever's Korean ramen brand Namdong, and Coca-Cola's XR pop-up store, explaining, "The key is to place various experiential elements within the brand space to immerse consumers." Choi concluded, "This approach enhances the sensory brand experience and contributes to increased marketing efficiency."
Olymplaite plans to continue to regularly hold forums to share marketing strategies and the latest trends applying XR technology to various industries.
Shin Seung-ho, Chief Brand Officer (CBO) of Olymplaat, said, “This forum was designed to highlight the potential of F&B brands using XR technology to communicate with consumers in new ways,” and added, “We will continue to provide opportunities to present customized XR marketing solutions and trends for each industry.”
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